This paper aims to explore the link between consumer-facing technologies and customer experience in physical retail environments.It uses a semi-systematic literature review to synthesize existing knowledge, to provide a chronological overview of the evolution of the research area and to create an agenda for future research. To do so, the authors develop a search string based on a preliminary literature screening and four expert interviews, which they apply to the Scopus and Web of Science databases. Using a multistep approach, they select 31 articles published in peer-reviewed journals in the fields of retailing and marketing, management and technology. The paper provides a comprehensive overview of the growing body of literature, identifies gaps in the literature, suggests future research areas and develops potential research objectives.By synthesizing the literature, it suggests a conceptual framework that may serve as a basis for further theory building.This study serves as a valuable resource for researchers and practitioners, enabling them to grasp the current state of research, identify gaps, and contribute their own research to the research field.
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Lahmeyer et al. (2024) studied this question.