ABSTRACT
The digital age has started to penetrate the retail industry in Indonesia. This study aimed to compare and analyze the technology and customer perceptions in modern stores and smart stores. Qualitative research methods were utilized through observations, in-depth interviews, and surveys. The results showed that artificial intelligence, face recognition, big data, radio-frequency identification, cameras, and smartphones were used in smart stores. Modern stores need to improve in terms of technology, while smart stores need to educate their customers.
