... Limited 2026 Emerald Publishing Limited Licensed re-use rights only Physical retailing In-store experience Augmented reality Mixed reality Flow theory Technology acceptance model Shopper segmentation Behavioural patterns Xi'an Jiaotong-Liverpool University Collaborative Project...

... at the same stage of commercial development. Practical implications In terms of innovative capabilities, independent retailers need to focus on four key areas: reinventing the in-store experience; increasing visibility on social networks; creating an online store; being present in one or two marketplaces...

... the social exchange in the relationships affects loyalty. In retail, this could be either at the personal and/or organisational level (Schultz et al., 2016). The personal level is the interaction between the shopper and the retail staff, which creates in-store experience for shoppers (Bäckström...