Consumers’ expectation of innovation in traditional points of sale: an explorative study

Since the great deal of current research focusing on the best practices to make the traditional points of sale more attractive for consumers, the aim of this paper is to understand consumers’ expectation towards the potential innovation in the traditional stores and which ones they are more willing to use. In fact, the retailers’ response may differ from the end-user’s ones, with consequence on the actual acceptance of the innovation. In particular, this paper shows to what extent it is possible to apply shift strategies of customer orientation in a form of knowledge production for organizational setting, throughout innovations based on automatic services in traditional points of sale.