Modeling IoT-Driven Retail Touchpoints: Impact of Smart Shelves and Beacons on Customer Experience, In-Store Purchase Behavior, Churn, CAC, and CLV
Lakshay Gupta
Research Scholar, Jagan Institute of Management Studies, New Delhi, India
Abstract: This paper examines how Internet of Things (IoT) technologies deployed within physical retail stores influence customer experience and long‑term customer value. Smart shelves and beacon systems represent two important IoT‑enabled touchpoints capable of improving in‑store engagement and operational efficiency. Smart shelves enhance product visibility, inventory monitoring, and pricing transparency, while beacon technology delivers location‑based promotions and personalized communication through mobile devices. The study proposes an integrated conceptual model linking these technologies with customer experience, in‑store purchase behavior, customer churn, customer acquisition cost (CAC), and customer lifetime value (CLV). A quantitative cross‑sectional research design using structured survey data from organized retail shoppers is proposed. Structural Equation Modeling (SEM) will be used to test the hypothesised relationships.
Keywords: IoT retail, smart shelves, beacon technology, customer experience, customer lifetime value.
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