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Drivers and challenges of internet of things diffusion in smart stores: A field exploration

Roe, Michael; Spanaki, Konstantina; Ioannou, Athina; Zamani, Efpraxia D.; Giannakis, Mihalis


Michael Roe

Konstantina Spanaki

Athina Ioannou

Mihalis Giannakis


The digitally disruptive environment has evolved rapidly due to the introduction of new advancements within the field of smart applications. Applications of one of the most prominent technologies, Internet of Things (IoT), often appear in the retail sector, where smart services have transformed the customer experience holistically. Presented in this paper are the findings from an exploratory field study in the retail service sector, which drew on the views of experienced practitioners about the smart store experience and the associated changes. The paper presents an overview of the drivers of smart retail service diffusion and the relevant challenges, such as the business expectations and the heterogeneity of devices. The arising themes indicate that IoT security is a major challenge for businesses installing IoT devices in their journey towards smart store transformation. The paper highlights the importance of a secure data-sharing IoT environment that respects customer privacy as the smart experience in-store offers data-driven insights and services. Implications for research and practice are discussed in terms of the customer experience relevant to the identified challenges.


Roe, M., Spanaki, K., Ioannou, A., Zamani, E. D., & Giannakis, M. (2022). Drivers and challenges of internet of things diffusion in smart stores: A field exploration. Technological Forecasting and Social Change, 178, Article 121593.

Journal Article Type Article
Acceptance Date Feb 21, 2022
Online Publication Date Mar 3, 2022
Publication Date 2022-05
Deposit Date Aug 16, 2023
Journal Technological Forecasting and Social Change
Print ISSN 0040-1625
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 178
Article Number 121593
Keywords Management of Technology and Innovation; Applied Psychology; Business and International Management
Public URL