Opportunities for innovation in the delivery of interactive retail services

Leonard L. Berry, Ruth N. Bolton, Cheryl H. Bridges, Jeffrey Meyer, A. Parasuraman, Kathleen Seiders

Research output: Contribution to journalArticlepeer-review

96 Scopus citations


In today's volatile economy, innovation in providing interactive services to consumers through a variety of channels is critical in retailing. Interactive service innovations offer opportunities for retailers by creating new markets or offering new benefits in existing markets. They also pose threats as existing customers encounter new alternatives offered by competitors. This article explores some of the most promising opportunities in interactive retail services; namely, the increasing power of consumers, channel synergies, pre- and post-transaction service, optimal use of resources, and consumer heterogeneity. In discussing these areas of opportunity we identify knowledge gaps and suggest research questions relevant to these gaps that warrant attention. Collectively, these questions offer a research agenda for the topic of interactive retail service innovation.

Original languageEnglish (US)
Pages (from-to)155-167
Number of pages13
JournalJournal of Interactive Marketing
Issue number2
StatePublished - May 2010


  • Innovation
  • Interactive services
  • Retail

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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