ABSTRACT
The best usage of smart technologies in consumers’ behaviour has largely become a key topic in marketing literature. Indeed, the new consumers’ interaction with those technologies would increase the value of the shopping experience and increase the benefits for retailers. Trust is a driver of consumer’s usage of smart technologies, which can be improved by creating a trustable relationship between consumer and technology, for instance, explaining the superior functionalities of these technologies and the advantages for the users. Moreover, retailers should improve consumer’s sense of security and comfort when interacting with the technology, as well as they should enhance the aethetics, functionalities, personalization, interactivty, social presence, and the role of cultural variables. To reduce the distance between consumers and the technology, retailers should provide supporting staff to consumer even when the smart technology is available. The chapter also presents some closing thoughts on the key concepts discussed in the preceding chapters of this book.
