AKILLI PERAKENDECİLİK: KAVRAMSAL ÇERÇEVE, BİLEŞENLER VE ZORLUKLAR

Yıl 2023, Sayı: 65, 95 - 102, 31.08.2023

Zahide Kübra Koçak , Ayşe Cingöz

https://doi.org/10.18070/erciyesiibd.1284086

Öz

Akıllı teknolojilerin hızla yaygınlaşması, geleneksel perakendecilik anlayışını değiştirmiş ve akıllı perakendecilik olarak adlandırılan yepyeni bir iş modeli gündeme gelmiştir. Perakendecilik alanı,
başarılı bir şekilde uygulanacak olan akıllı teknolojilerin kullanımı ile ortaya çıkacak büyük bir inovasyon gücüne sahiptir. Ancak fiziksel ve dijital boyutları bütünleştiren akıllı perakendecilikte akıllı sistemlerin yaygın kullanımıyla ilgili çeşitli zorlukların ortaya çıkması beklenmektedir. Son on yılda hem akademisyenler hem de uygulayıcılar tarafından akıllı perakendecilik konusuna artan bir ilgi olmasına rağmen bu yeni yaklaşımın temel dinamiklerine çok az dikkat edilmiştir. Bu noktada yapılan bu çalışmanın temel amacı akıllı perakendecilik kavramını teorik olarak açıklayarak, kavramın
bileşenleri ve zorluklarını ortaya koymaktır. Konunun kavramsal temellerinin bir bütün olarak ele alınması daha sonra yapılacak olan ampirik araştırmalara temel oluşturacaktır.

Anahtar Kelimeler

Akıllı Teknolojiler, Akıllı Perakendecilik, Akıllı Mağaza, Akıllı Müşteri Deneyimi

SMART RETAILING: CONCEPTUAL FRAMEWORK, COMPONENTS AND CHALLENGES

Öz

The rapid development of smart technologies has altered the traditional retailing approach, bringing to the fore a new business model known as smart retailing. The retail industry has tremendous
innovation potential, which will be realized through the successful application of smart technologies. However, with the growing use of smart technology in smart retail, which integrates the physical and digital aspects, a number of issues are foreseen. Despite academic and practitioner interest in smart retailing expanding over the previous decade, little attention has been dedicated to the underlying dynamics of this new approach. At this point, the primary goal of this research is to conceptually describe the concept of smart retailing and to identify its components and challenges. Addressing the subject’s conceptual foundations as a whole will serve as the groundwork for future empirical investigation.

Anahtar Kelimeler

Smart Technologies, Smart Retailing, Smart Store, Smart Customer Experience

Kaynakça

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