Maya F. Farah, Zahy B. Ramadan | Journal of Retailing and Consumer Services
The growth of new technological innovations has given rise to a highly digitized retailing world that is re-defining the consumer purchase journey. Innovations, such as Amazon’s Alexa, Dash-buttons (physical and virtual), and Spark, have indeed led to the creation of an Omni-channel journey that reshaped the shopping experience. Such tech-disruptions are likely to have a significant bearing on shoppers, brands and retailers, which is expected to vary between the short and the long-term. A quantitative research based on 600 U.S. Amazon customers studied the long-term incremental sales effect of e-retailers’ tech innovations when driven by impulsive shopping behavior. The findings show that while retailers’ tech-driven solutions would increase shoppers’ impulsiveness, and hence sales, their continued interaction with such purchasing solutions would decline over time, making the overall innovation cycle much shorter.