Technological Diversification in Retail Agglomerations: Case Studies Alongside the Digital Marketing Mix

Dicdarevic, Amela; Evanschitzky, Heiner; Backhaus, Christof

Abstract

The degree to which technologies are spread across retailing, the so-called technological diversification, is mainly considered at the firm-or store level in the retailing and marketing literature. However, also physical clusters of business and service providers composed as retail agglomerations are increasingly capitalising on the advantages of digital services. In this chapter, we present and discuss selected examples of innovative digital technologies applied within retail agglomerations in order to illustrate how traditional retailing is evolving in the digital age. The case studies presented aim at providing students, academics as well as agglomeration managers and policy-makers with an overview of the current status quo of digital service innovations and their use in retail agglomerations.

Citation

Dicdarevic, A., Evanschitzky, H., & Backhaus, C. (2020). Technological Diversification in Retail Agglomerations: Case Studies Alongside the Digital Marketing Mix. In E. Pantano (Ed.), Retail Futures: The Good, the Bad and the Ugly of the Digital Transformation (37-50). Emerald. https://doi.org/10.1108/9781838676636

• Publication Date: Oct 7, 2020
• Deposit Date: Feb 1, 2021
• Publisher: Emerald
• Pages: 37-50
• Book Title: Retail Futures: The Good, the Bad and the Ugly of the Digital Transformation
• Chapter Number: 3
• ISBN: 978-1-83867-664-3
• DOI: https://doi.org/10.1108/9781838676636
• Keywords: Technological diversification, digital marketing mix, visitor journey, town centre, High Street, shopping centre
• Public URL: http://researchrepository.napier.ac.uk/Output/2718479
• Publisher URL: https://www.emerald.com/insight/content/doi/10.1108/978-1-83867-663-620201008/full/html