Technological Innovations in Interactive Marketing: Enhancing Customer Experience at the New Retail Age

Abstract

The advent of the internet and other technological innovations has brought transformational changes in the retailing environment. Looking into the growing competition and increased customer awareness, retailers are now forced to innovate and bring in new technologies that can provide ease to the customers and enhance customer experience. The current chapter provides an overview of some recent technological innovations in the retailing industry, such as smart mirrors, checkout-free stores, chatbots, facial recognition-based shopping, etc. The chapter sheds new insights on researchers in understanding the recent technological innovations in the retail environment. Furthermore, the chapter offers several insights to retailers by making them understand the benefits of various technological innovations prevalent in the retail scenario. The retailers can use the technologies to stay ahead of their competition as it is the need of the hour, or else they may fall into the trap of marketing myopia.