Innovation starts at the storefront

Purpose Research into the introduction of innovative technologies directly at the storefront window is limited. The purpose of this paper is to model the behavioural attitudes and the subsequent benefits of, introducing innovative technologies to the storefront, while also considering the role of personal innovativeness in the decision process. Design/methodology/approach This study employed a sample of 341 consumers who approached this new kind of storefront in two well-known apparel stores in the centre of New York City. A self-administered questionnaire was used as a tool for data collection. Findings Findings empirically demonstrate that when consumers sense that there are innovative interactive technologies in the storefront windows, they are willing to enter the store, generate positive word-of-mouth communication (sharing the positive experience with friends). Originality/value This study is the first to investigate the combination of consumer innovativeness and storefront window on the behavioural attitude, supported with quantitative evidence.