Who is innovating? An exploratory research of digital technologies diffusion in retail industry

To date, the diffusion of digital technologies is rapidly increasingly in the physical stores as prompt by the continuous advancements in technology and consumers' expectation of new technologies. To the authors' knowledge, the evaluation of the extent to which retailers are meeting this challenge is still at an early stage. Thus, the aim of this study is to investigate the actual level of diffusion of these technologies to understand retailers' effective response. In particular, drawing upon Rogers' Theory of Innovation Diffusion (1962), the present study is based on the direct observation of 208 stores located in Oxford Street (between Marble Arch and Tottenham Court Road tube stations), London, UK in October and November 2017. Results provide an overview of the actual innovation adoption strategies in terms of innovation diffusion and the main digital technologies adopted by different retail categories considering size and store typology. Finally, the Retailing Innovation Market framework is proposed as a combination between actual technological offer and retailer demand of innovation technology, while impact for scholars and practitioners is further discussed.