The Impact of using Digital Technologies at the POS on Customer Satisfaction in Do-It-Yourself Stores

Abstract

Digitalization is having an enormous impact on society, the economy, and the state. The resulting digital transformations affect companies in all sectors. For this reason, it is essential that companies scrutinize previously established business models and thoroughly examine digitalization and the associated digital technologies. Even in retail, the accelerating pace of digitalization has led to major changes in recent years: On the one hand, this has led to the closure of supermarkets, department stores and specialist stores, but on the other hand, digital technologies are also enabling retailers to successfully differentiate themselves from pure online players. The use of digital technologies at the point of sale (POS) in retail stores can make a significant contribution in this regard, as they can lead up to extraordinary customer satisfaction, resulting in sales and profit maximization.

The purpose of this study is to provide insights about digital technologies used at the point of sale in Do-It-Yourself (DIY) stores and their impact on customer satisfaction. In this context, the study presents a structured overview of the do-ityourself sector, analyzes the current situation of the POS in DIY stores, and examines which digital technologies are suitable explicitly for DIY brick-andmortar stores to achieve customer satisfaction. The aim is to provide concrete recommendations for action that will provide companies with competitive advantages and thus strengthen their business success by leading to increased profitability.

Initially, the current state of literature on the theoretical concepts is provided, followed by presenting the results of a systematic literature review carried out in advance, which brings these concepts into relation. The following qualitative, empirical investigation is conducted based on semi-structured, guideline-based expert interviews with highly experienced DIY retailers and suppliers. The evaluation was carried out using qualitative content analysis.

The results of this study provide specific factors that result in a satisfying DIY store visit, indicate digital technologies that can be used at the POS in the DIY sector by contributing to an increase in customer satisfaction and specifically address the particularities of the DIY store and its product range. The results of this study indicate that the DIY sector - which has received little attention in the academic literature, as demonstrated by the systematic literature review - should be given significantly greater attention.