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In-store technology

A growing number of retailers view the customer experience as an important means of attracting and retaining customers. Technological innovations can be harnessed to enhance this customer experience: interactive screens and fitting mirrors, VR, holograms, RFID and robots are just a few examples of the technologies used to attract customers’ attention, entertain them, provide better services and persuade customers to shop.

The ‘Customer experience and in-store technology’ research theme explores the mechanics of customer experience and the impact of specific in-store technologies. This will involve quantifying the aforementioned impact and advising retailers on the most effective technologies and best settings in which to use them.

Publications under this theme

Doucé, L.

The Effect of High, Partial, and Low Multisensory Congruity between Light and Scent on Consumer Evaluations and Approach Behavior.


Doucé, L., Adams, C., Petit, O., & Nijholt, A. (2022)

Crossmodal Congruency Between Background Music and the Online Store Environment: The Moderating Role of Shopping Goals. Frontiers in Psychology, 13, 883920.

Frontiers in Psychology

L. Kowalczyk, E. Breugelmans and K. Campo (2021)

It is not there, I love it! How relevance to objective needs of an unavailable item impacts emotions, store image and behavior

Journal of Retailing and Consumer Services

View all publications

Ongoing projects under this theme

Experiencing physical shops in the virtual realm

Most brick-and-mortar shops have been increasingly impacted by the adverse effects of changing customer behaviour and online competition in recent years. The COVID-19 pandemic has further amplified this development. Consumers…

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Our researchers

Tibert Verhagen

Professor Emerging Technology for Business

Michiel Flooren

Lector Regio-ontwikkeling

Marc Veldkamp

Coördinator InnovatieHub digitale transformatie

Stephanie van de Sanden

Lecturer-researcher Emerging Technologies

Hermien Raedts

Researcher Retail Innovation

Jacqueline Arnoldy

Coordinator TMO Development Centre

Lieve Doucé

Docent – Assistant Professor

Filip Otten

Cluster Manager

Kim Willems

Associate professor Marketing

Marijke Brants

Research coordinator datadriven and sustainable entrepreneurship

Institutions connected to this theme

Learn more on this theme

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Tibert Verhagen

Chairman research community

Professor Emerging technologies for business
Amsterdam University of Applied Sciences

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