Research Seminar by Eleonora PANTANO

LOURIM Louvain-La-Neuve, Mons

November 27, 2019

10:00 - 12:00

LLN & Mons

Small meeting room building A, 3rd floor + visio Doyen 21 LLN


Research Seminar by Eleonora PANTANO, University of Bristol


“Smart Retailing: Technology and Strategy”



Retail is a vital sector of marketing that is increasingly discussed and debated – the final link in distribution channel. And retail has been around for a long time – as we discovered when we investigated the origin of points of sale dating back to about 2,500 years ago, the first known example of a fixed store in European history. Even 2,500 years ago, people went to a specific place surrounded by walls and characterized by opening times to buy their stuff.

The phenomenon of smart retailing started being diffused among researchers in 2014 through the paper of Pantano and Timmermans “What is smart for retailing?”, where the authors for the first time reflected on the extent to which the market forces and technological advances are making the management of and strategies for innovation more prominent and essential in all functions of business, not least marketing and retailing. Recent studies further focus on digital marketing and mobile retail, while recently introducing the notion of smart retailing in terms of smart experience and new digital opportunities). This presentation will (i) summarizes the challenges retailers have to face in response to new smart technologies, (ii) discusses the most recent studies on smart retailing, describing the origin the phenomenon and the emerging related theories and practices, and (iii) provides a new theory, smart retailing, synthesizing the emerging studies on the smart retail phenomenon.