From Shelves to Screens: Conceptualizing Phygital Retailing in Supermarkets through the S-O-R Framework
Keywords:
Supermarket Innovation, Phygital retailing, P-A-D, Purchase Intention, S-O-R Framework
Abstract
This conceptual paper explores a hybrid approach to phygital retailing, which merges physical and digital shopping experiences to enhance customer engagement and satisfaction. As retail evolves alongside technology, retailers must understand the dynamics of physical encounters while leveraging innovations that connect online and offline experiences. Physical shopping offers unique value propositions, while phygital retailing highlights the role of digital sensing technologies and augmented reality in addressing limitations of online purchasing. These tools create immersive shopping experiences that replicate the appeal of in-person shopping while retaining digital convenience. By combining physical and digital elements, retailers can engage customers on multiple sensory levels, fostering deeper emotional connections and stronger purchase intentions. The Stimulus-Organism-Response (S-O-R) theory is proposed as the underpinning framework to explain how phygital retailing influences consumer responses, particularly purchase intention. The integration of technology and consumer experience also introduces new opportunities, as phygital retailing represents an innovative strategy for retailer-consumer interaction. Guided by positivism, this study suggests a quantitative approach as the most suitable method for testing the proposed model with empirical results. The findings will support researchers and managers in understanding how technology shapes consumer behavior in retail settings. In conclusion, phygital retailing is urged to redefine consumer experiences by merging the immediacy and tangibility of physical retail with the personalization and convenience of digital platforms. This fusion enables retailers to deliver engaging, memorable experiences that strengthen customer loyalty and satisfaction in an ever-evolving retail environment.
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References
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Bonfanti, A., Vigolo, V., Vannucci, V., & Brunetti, F. (2023). Creating memorable shopping experiences to meet phygital customers' needs: evidence from sporting goods stores. International Journal of Retail & Distribution Management, 51(13), 81-100. https://doi.org/10.1108/ijrdm-12-2021-0588
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Guzzetti, A., Crespi, R., & Belvedere, V. (2024). Phygital luxury experiences. A correspondence analysis on retail technologies. International Journal of Consumer Studies, 48(2). https://doi.org/10.1111/ijcs.13008
Heriyanto, F. F. and Husni, H. S. (2023). Delizia self-service application using ux design and Android Studio. International Journal of Science and Technology, 2(2), 80-94.
Jeong, J., Lee, H. K., & Lee, Y. (2024). Café or art exhibition? Which experience is more effective in luxury fashion flagships? Journal of Fashion Marketing and Management: An International Journal, 29(2), 252-268
Jiang, K., Qin, M., & Li, S. (2022). Chatbots in retail: How do they affect the continued use and purchase intentions of Chinese consumers? Journal of Consumer Behaviour, 21(4), 756-772.
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Lang, C., & Bressolles, G. (2013). Phygital retailing: Investigating the phenomenon of physical-digital convergence in retail spaces. Journal of Retailing and Consumer Services, 20(1), 1-10.
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Lisnawati, A., Situmorang, D., & Dewi, C. (2023). The influence of technology on consumer preferences in omnichannel retailing post-pandemic. International Journal of Consumer Studies, 47(4), 301-315.
KÖSEO?LU, A., & Tuncer, B. (2023). The effects of visual merchandising on consumer behavior: The role of digital signage and interactive displays. Journal of Retail and Consumer Services, 70, 103-112.
Kosasih, H., Lim, B., & Putra, A. (2022). The impact of e-commerce on consumer purchase intention at UD Cipta Prima Medan. Jurnal Cakrawala Ilmiah, 1(6), 1507-1514.
Khrais, L. T. and Alghamdi, A. M. (2021). The role of mobile application acceptance in shaping e-customer service. Future Internet, 13(3), 77.
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Lawry, C. (2022). Futurizing luxury: an activity-centric model of phygital luxury experiences. Journal of Fashion Marketing and Management, 27(3), 397-417. https://doi.org/10.1108/jfmm-05-2021-0125
Massi, M., Piancatelli, C., Vocino, A., & Rojas?Méndez, J. (2025). Toward d2a: enhancing luxury fashion with seamless and immersive phygital customer experiences. International Journal of Consumer Studies, 49(2). https://doi.org/10.1111/ijcs.70045
Marta, N. M. and Wahyudib, T. A. (2023). Analysis of the moderation effect of customer innovativeness in increasing customer loyalty in phygital retail in the culinary industry. Journal Syntax Admiration, 4(11). https://doi.org/10.46799/jsa.v3i11.830
Mehrabian, A. and Russell, J.A. (1974), An Approach to Environmental Psychology, MIT Press, Cambridge.
Mele, C. and Spena, T. (2021). The architecture of the phygital customer journey: a dynamic interplay between systems of insights and systems of engagement. European Journal of Marketing, 56(1), 72-91. https://doi.org/10.1108/ejm-04-2019-0308
Mele, C., Spena, T., Marzullo, M., & Bernardo, I. (2023). The phygital transformation: a systematic review and a research agenda. Italian Journal of Marketing, 2023(3), 323-349. https://doi.org/10.1007/s43039-023-00070-7
Mikheev, A. A., Krasnov, A., Griffith, R., & Draganov, M. (2021). The interaction model within phygital environment as an implementation of the open innovation concept. Journal of Open Innovation: Technology, Market, and Complexity, 7(2), 114.
Molitor, D., Spann, M., Ghose, A., & Reichhart, P. (2025). Mobile push vs. pull targeting and geo-conquesting. Information Systems Research, 36(1), 184-201.
Park, M. C., Manalili, I., Magtoto, T., Martinez, R., Solis, J. M. M., & Chua, C. (2022). Contactless payments in travel and tourism in the Philippines: from a technological acceptance model. American Journal of Economics and Business Innovation, 1(2), 23-33.
Pereira, M. L., de La Martinière Petroll, M., Soares, J. C., Matos, C. A. D., & Hernani-Merino, M. (2023). Impulse buying behaviour in omnichannel retail: an approach through the stimulus-organism-response theory. International Journal of Retail & Distribution Management, 51(1), 39-58.
Pusceddu, G., Moi, L. and Cabiddu, F. (2025). Do they see eye to eye? Managing customer experience in phygital high-tech retail, Management Decision, 63(6), 2008-2037. https://doi.org/10.1108/MD-05-2022-0673
Purc?rea, T., Ionescu, ?., Purc?rea, I., Purc?rea, I., & Sima, A. (2025). The tech-enabled shopper impacting a phygital retail complex system is stimulated by adaptive retailers’ valorization of an increasingly complex e-commerce. Systems, 13(3), 152. https://doi.org/10.3390/systems13030152
Rana, U. A., Lashari, I. A., & Channa, N. (2023). The impact of the digital environment on consumer satisfaction in Pakistan's media industry: a quantitative analysis. Progressive Research Journal of Arts &Amp; Humanities (PRJAH), 5(2), 109-125.
Rashid, N., Shaharin, N., Sulaiman, A., Al–Shami, S. A., Musa, H., & Jopri, M. H. (2024). Factors of the self-checkout counter towards customer usage intention in Malaysian drugstores. International Journal of Academic Research in Accounting, Finance and Management Sciences, 14(3).
Ryu, K., Lee, H., & Lee, K. (2023). The role of technology in phygital retailing: Consumer responses and implications for retailers. Journal of Business Research, 142, 794-802.
Ryu, J. S., Fortenberry, S., & Warrington, P. T. (2023). Understanding omnichannel shopping behaviors: incorporating channel integration into the theory of reasoned action. Journal of Consumer Sciences, 8(1), 15-26. https://doi.org/10.29244/jcs.8.1.15-26
Sahari, A., Leech, N., Hurst, J., & Abadi, S. (2024). Technology in supermarkets: Effects of visual merchandising on impulse buying and consumer engagement. International Journal of Consumer Studies, 48(2), 250-259.
Salkind, N. (2013). Quantitative Research Methods. Encyclopedia of Educational Psychology. https://doi.org/10.4135/9781412963848.n224
Shahmohammadi, S., Steinmann, Z. J. N., Tambjerg, L., Loon, P. v., King, J., & Huijbregts, M. A. J. (2020). Comparative greenhouse gas footprinting of online versus traditional shopping for fast-moving consumer goods: a stochastic approach. Environmental Science &Amp; Technology, 54(6), 3499-3509. https://doi.org/10.1021/acs.est.9b06252
Shang, Q., Ma, H., Wang, C., & Gao, L. (2023). Effects of background fitting of e-commerce live streaming on consumers’ purchase intentions: a cognitive-affective perspective. Psychology Research and Behavior Management, Volume 16, 149-168.
Sharma, N., Fatima, J., Sharma, S., & Amin, S. (2024). Omnichannel shopping habit development. International Journal of Consumer Studies, 48(4). https://doi.org/10.1111/ijcs.13072
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Published
2025-09-13
How to Cite
Ahmad, N., Ain Ibrahim, N., Ariffin, S., Mat Syafie, I. S., Muhammad, N. S., & Abd Aziz, Z. D. (2025). From Shelves to Screens: Conceptualizing Phygital Retailing in Supermarkets through the S-O-R Framework. Information Management and Business Review, 17(3(I), 196-207. https://doi.org/10.22610/imbr.v17i3(I).4659
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Research Paper
Copyright (c) 2025 Norsiah Ahmad, Nadhrathul Ain Ibrahim, Shahira Ariffin, Intan Syafinaz Mat Syafie, Nur Shahrulliza Muhammad, Zarith Delaila Abd Aziz
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