Two Decades of Research on In‐Store Technology: Antecedents, Consequences and Future Research Agenda

ABSTRACT Physical retail stores, shopping malls, dining establishments, and so forth, are undergoing a rapid transformation with the emergence of in‐store technologies. These brick‐and‐mortar stores are adopting advancements such as Smart Mirrors, Automatic Checkout, and AR‐VR technologies , which are reshaping consumer experiences and the stores' performance. However, the literature on in‐store technology lacks theoretical integration, despite academic interest having increased in the last two decades. The surge is also reflected in the recent call for papers by the ‘Journal of Business Research (JBR)’ on in‐store technology. Therefore, the present moment and JBR special calls present an apt opportunity to consolidate existing literature and propose a framework for future study. To bridge these gaps, this study uses the SPAR‐4 protocol and the TCCM approach to address the literature gap by establishing a robust conceptual boundary. It reviews 82 papers published between 2004 and February 2025. Based on TCCM analysis, the review identifies contextual elements such as new retail technology and fashion retail stores (Context); reveals antecedents, gaps, and outcome variables, such as perceived usefulness and loyalty (Characteristics); and recommends methodological approaches, such as mixed, experimental, and longitudinal methods (Methodology). Additionally, using “Corbin and Strauss' open, axial, and selective coding”, this study identifies key themes, such as Global Retail Strategy and Omnichannel Integration. Through an in‐depth knowledge gap analysis, the study also proposes future research directions. This review makes a theoretical contribution by offering a TCCM‐based synthesis of the IST literature and a conceptual framework for theory development. Practically, it provides retailers and technology developers critical insights into aligning their in‐store innovations with evolving consumer needs and expectations.