Eleonora Pantano

1. Eleonora Pantano
University of Calabria-Italy
Technical University of Eindhoven-NL

2. PROFILE
 Post-doc at University of Calabria (Department of
mechanical, Energetics and Management
Engineering, ESG Group), Italy, and Eindhoven
Technical University (Department of Built
Environment, Urban Planning Group), The
Netherlands
 PhD in Psychology of Programming and Artificial
Intelligence (University of Calabria, 2008)
M.Eng. Management Engineering (University of
Calabria, 2005)
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3. 3
• Complexity
• Arts and Science
• Psychology of Programming
• Evolutionary Robotics
• Education Technology
• Industrial Mathematics
• Technology Management

4. RESEARCH AIM
Outlining the best strategies for
successfully innovating in the point of
sale, by providing new tools for reducing
the encountered uncertainty
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5. OVERVIEW
 Innovating in the points of sale (current
advanced technology-based innovations)
 Strategies and tools for reducing
uncertainty encountered while
introducing new technologies
 Open questions
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6. INNOVATING IN THE POINTS OF SALE
 Considering available technologies and
effects on vendors
 Considering technology life-cycle (from
introduction to decline)
 Considering the uncertainty emerging from
the new technology introduction (linked to
the monetary investment and consumers’
acceptance and subsequent usage)
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7. SELF-SERVICE TECHNOLOGIES
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Example: McDonald’s,
touch screen for ordering
(The Netherlands)
Investment: both
hardware and software
Effect: no direct
employee’s assistance
required

8. SELF-SERVICE TECHNOLOGIES (2)
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Example: ubiquitous retailing, Barcelona
(Spain)
Effect: no direct employee’s assistance
required. Investment: software

9. TECHNOLOGY LYFE-CICLE
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1. introduction; 2. growth; 3. maturity; 4. decline;
(5. obsolescence)

10. UNCERTAINTY
 Will retailer return on investment?
 Will consumers use the technology?
 Will the technology work?
 Will other technologies substitute soon
the current one?
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11. RISKS
 Problems concerning consumers’ usage
(OUT OF USE)
 acceptance and extensive use
 Problems concerning physical
obsolescence of the technology (OUT
OF USE)
 physical damages of the system or risk
of substitution by a newer one
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12. METHODS FOR REDUCING UNCERTAINTY
 From consumers’ perspective:
 Acceptance Technology Model (TAM)
 From technology perspective:
 Risk Breakdown Structure (RBS) (risk
estimation)
 Probability-Impact grid (risk evaluation)
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13. TECHNOLOGY ACCEPTANCE MODEL (TAM)
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Perceived
ease of use
Perceived
usefulness
Behavioural
intention
Attitude
Effective
use
Davis F.D. (1989), Perceived usefulness,
perceived ease of use, and user
acceptance of information technology.
MIS Quarterly, 13, pp. 319-340

14. EXTENDED TAM
 Most added variables
Perceived cost
Perceived security
Subjective norms
Satisfaction
Self-efficacy
Behavioral control
Social influence
Perceived risk
Trust
enjoyment
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15. RISK BREAKDOWN STRUCTURE
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16. PROBABILITY-IMPACT GRID
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Rate of risk=probability*impact

17. NOVEL TOOLS
 Risks Interdependencies Matrix
Understanding links between risks
 Risk/Span of use matrix
 Understanding the best strategies for
investing/disinvesting
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18. RISK INTERDEPENDENCIES MATRIX
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Risk 1.1 Risk n.n
Risk 1.1 0
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0
Risk n.n
1 if there is a relationship,
0 otherwise
Pantano E., Iazzolino G., Migliano G., (2013). A new tool for supporting
retailers in advanced technologies risk management. JRCS

19. TEST ON THE IMMERSIVE STORE
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1.2.3.1 (risk of screen substitution) the most
important risk

20. RISK/SPAN OF USE MATRIX
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Iazzolino G., Migliano G., Pantano E. (2013). A new tool for
supporting retailers in advanced technologies risk
management. JDCTA

21. TEST ON (SOME) CURRENT TECHNOLOGIES
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22. CONCLUDING REMARKS
 Consumers’ acceptance is not enough for
predicting success of a technology
 New strategies and tools for uncertainty
reducing needed
 Importance of investment analysis focused
also on the obsolescence risk
 New frameworks for understanding the the
best (innovation) stage for competing for
retailers needed
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23. OPEN QUESTIONS
 To what extent will the continuous
innovation in retailing be feasible and
financially sustainable?
 Will the role of physical seller be totally
replaced by more realistic interfaces?
Will the retailer be only an e-
intermediary?
 Will the advanced technologies modify
the meaning of shopping as social
experience?
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24. FUTURE DEVELOPMENTS
 Developing more integrative tools for
supporting retailers’ adoption choice
 New strategies for predicting
technology diffusion among retailers
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25. CALL FOR PAPERS
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Special Issue of Journal of Retailing and
Consumer Services
on
Innovation management in Retailing: from
consumer perspective to corporate strategy
Topic:
Technology Acceptance Model (TAM) of the technology-based innovations in the points of sale
- Innovative retail environments (e.g. ubiquitous environment, virtual worlds, social networks, etc.)
- Technology-based innovations for points of sale (e.g. self-services technologies, applications for mobiles, etc.)
- Consumer-computer interaction
- Consumer’s interface and usability of the new technologies
- Dynamic capabilities of retail-oriented firms for managing the innovation in the points of sale
- Retailers’ acceptance of technology-based innovation in the points of sale
- Retailers’ role and job performance in the innovative technology-based environments
- Case studies of innovation management and evaluation strategies of retail-oriented firms
Deadline: October 31, 2013
Submission: email to eleonora.pantano@unical.it or e.pantano@tue.nl

26. PUBLICATIONS
 Papagiannidis S., Pantano E., See-to E., Bourlakis, M. (in press.). Modelling the
determinants of a simulated experience in a virtual retail store and users’
product purchasing intentions. Journal of Marketing Management.
 Pantano E. (2013). Ubiquitous retailing innovative scenario: from the fixed point
of sale to the flexible ubiquitous store. Journal of Technology Management and
Innovation, 8 (2), pp. 84-92.
 Pantano E., Iazzolino G., Migliano G. (2013). Obsolescence risk in advanced
technologies for retailing: a management perspective. Journal of Retailing and
Consumer Services, 20 (1), pp. 225-233.
 Pantano E., Di Pietro L. (2012). Understanding consumer’s acceptance of
technology-based innovations in retailing. Journal of Technology Management &
Innovation, 7 (4), pp. 1-19.
 Pantano E., Laria G. (2012). Innovation in retail process: from consumers’
experience to immersive store design. Journal of Technology Management &
Innovation, 7 (3), pp. 194-206.
 Pantano E., Servidio R. (2012). Modeling innovative points of sales through
virtual and immersive technologies. Journal of Retailing and Consumer Services,
19 (3), pp. 279-286.
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