Assessing the influence of in-store technologies on consumer buying behaviour: a study of 3 leading modern chain stores

Abstract

This study explores how in-store technologies impact consumer buying behaviour across three major Indian chain stores: McDonald’s, Shoppers Stop and Lenskart. With rising consumer expectations and digitization in retail, these brands integrate tech-driven tools such as self-ordering kiosks, virtual try-on smart mirrors, AR/VR features, self-checkouts, mobile apps and digital payments etc. to enhance shopping speed, convenience and personalization. The research, based on responses from 240 consumers segmented into generational cohorts, evaluates satisfaction levels, adoption patterns and behavioural influence, offering insights for technology-aligned retail strategies.