Understanding how smartphone’s usage shapes in-store consumer experience: an empirical study of mobile retailing in the UK apparel sector

Resent research on omni-channel retailing has focused on mobile marketing implications and consumer perceived experiences that directs individual shopping behaviour. In addition, consumer-centric marketing has empowered purchasers as value co-creators during buying process through sharing experience and knowledge to the other stakeholders. Thus, this in-progress research investigates in-store smartphone’s usage and its influence on consumer purchase decision in apparel retailing. We base our theorisation on the Uses and Gratifications (U&G) Theory, and we have conducted 43 open-ended interviews in order to explore distinct consumer interactive behaviours with their smartphone usage across all steps of the shopping process, on the individual’s perceptions on using mobile shopping applications and consumers’ interactions via smartphone during store visits. Finally, we discuss the theoretical contribution and managerial implications of the research.