Smart Retailing Technologies Impact in Brand Leadership and Market Performance: A Conceptual Model

Smart retailing technologies are increasingly available and more present on consumers' daily lives. They are challenging the decision-making processes and retail companies managers' decisions. Consumers demand rewarding experiences when they visit brick-and-mortar stores, and retailer brands face a challenge on how quickly these new technologies can be deployed in stores to create value for consumers ahead of competing retailers. Simultaneously is important to ensure results for retailers and to finance the technologies that effectively provide the greatest value. The aim of this study is to develop a conceptual model for analyzing the effects of smart retailing technologies in brick-and-mortar stores on brand leadership perception and retailers'market performance so that it can be tested in each implementation in retail laboratory and pilot brick-and-mortar stores.