Technology-enabled personalization: Impact of smart technology choice on consumer shopping behavior

• Consumer reaction to in-store communication is contingent on the displaying device Personalized messages are more effective customer-owned smartphones Standardized retailer-owned screens This effect can be explained by extended self and assemblage theory Smart technologies promise enhance customer experience new levels in next-generation retail stores. Offline retailers increasingly employ technology-enabled personalization (TEP) strategies digitally experience. To send personalized customers, choose from two types of smart devices: or immersive screens. Although these devices may largely determine customers’ experiences future retail, research rarely addresses device-related determinants effectiveness Building theory, authors consider role influencing eventually consumer shopping behavior. Through experiments a mediated moderation analysis, they investigate interplay content technology response TEP. The results illustrate that consumers react differently message depending through which it conveyed; is, (standardized) (retailer-owned screens) because become integrated into (remain separate from) customer's self. Relational experiences, extent feels positively connected store assemblages, mediate build TEP strategies, should therefore use selves.