Smartphones as an Opportunity to Increase Sales in Brick-and-Mortar Stores: Identifying Sales Influencers Based on a Literature Review

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

Abstract

The increasing popularity of smartphones, the constant rise of e-commerce turnover and plungingdepartment storesales have a significant impact on brick-and-mortar stores revenue. Nevertheless, brick-and-mortar revenue still makes up 90% of total retail revenue. This gives rise to the question of how smartphones affect sales in brick-and-mortar stores. In order to investigate the impact of smartphones on brick-and-mortar store sales, this article presents the results of a literature review, summarizing statements about the impact of smartphones on brick-and-mortar store sales into sales influencers. These sales influencerswere categorized into three main types of sales drivers, namely: Utilitarian drivers, cost and time reduction drivers and hedonic drivers. Subsequently, the categorized statements were evaluated according to their potential positive or negative influence on sales. The resulting overview provides information about the current status of research in the field of smartphones as sales influencers in brick-and-mortar stores. It reveals extensively as well as partially researched sales influencers. Hence, the overview also acts as call for future research, encouraging research progression in the field of smartphone influenced sales in brick-and-mortar stores. It can be concluded that, according to the current literature, smartphones have the potential to increase sales in brick-and-mortar stores. However, the variety of sales influencers identified suggests that research is scattered. Hence, future research is needed to analyse how strongly each individual sales influencer affects sales in brick-and-mortar stores.

Original languageEnglish
Title of host publicationHCI in Business, Government and Organizations. eCommerce and Consumer Behavior - 6th International Conference, HCIBGO 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings
EditorsFiona Fui-Hoon Nah, Keng Siau
PublisherSpringer
Pages82-98
Number of pages17
ISBN (Print)9783030223342
DOIs
Publication statusPublished - 2019
EventHuman Computer Interaction International - Orlando, Austria
Duration: 26 Jul 201931 Jul 2019
http://2019.hci.international/

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume11588 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

ConferenceHuman Computer Interaction International
CountryAustria
CityOrlando
Period26.07.201931.07.2019
Internet address

Keywords

  • Brick-and-mortar stores
  • Sales
  • Smartphone

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