ABSTRACT

Retaillance is surveillance in a brick-and-mortar retail setting. In today’s world, brick-and-mortar retailers are threatened by competition from online retailers and the need to compete with sellers not just in the same city or country, but from all over the world. Retailers have, therefore, moved beyond the routine surveillance of consumers for security reasons, and begun to compete for consumers’ personal and shopping data, in an effort to gain competitive advantage. Surprisingly, published academic research relevant to surveillance in a retail setting is quite limited. To address this apparent gap, this interdisciplinary literature review will first provide both a new definition and conceptual model of what surveillance in physical retail entails, before reviewing how retailers view retaillance, how retaillance impacts consumers and their relationships with retailers, along with associated moral and ethical dilemmas. Most importantly, we utilize our review as an opportunity to highlight a variety of directions for future research that can contribute to our understanding of the impact of retaillance and add to the vitality of the fields of retailing and marketing by opening new and unexplored areas of study.

摘要

Retaillance在实体零售环境中进行监视。在当今世界，实体零售商面临来自在线零售商的竞争以及与不仅在同一城市或国家，而且来自世界各地的卖方竞争的威胁。因此，出于安全原因，零售商已经超越了对消费者的常规监视，并开始争夺消费者的个人和购物数据，以争取竞争优势。令人惊讶的是，与零售环境中的监视有关的已发表的学术研究非常有限。为了解决这一明显的差距，本跨学科文献综述将首先提供实物零售业需要进行何种监管的新定义和概念模型，然后再回顾零售商如何看待零售业者，零售业者如何影响消费者及其与零售商的关系，以及相关的道德和道德困境。最重要的是，我们利用我们的评论作为一个机会来强调未来研究的各种方向，这些方向可以有助于我们了解零售业者的影响，并通过开放新的和未探索的研究领域来增强零售和营销领域的活力。 。