Tracking technology diffusion in-store: a fashion retail perspective

Purpose Continuous change has long been recognized as a core characteristic of retailing, its recent acceleration unprecedented, yet innovation in retailing remains under-researched, especially within fashion retailing. Therefore, the aim this paper is to generate deeper understanding if, and what extent, retailers across different market segments are innovating terms in-store technology diffusion over time by taking long-term perspective five years. Design/methodology/approach Drawing on retail theory, study takes qualitative approach, using direct observation 71 stores London (UK) 2014 2019. In total, 142 were tabulated Excel qualitatively analysed manually with NVivo. Findings The findings identify adoption strategies implemented, types technologies adopted adopters. Originality/value research offers new knowledge change, specifically importance integration. Several practical implications for improving management also identified.