Academics and practitioners have studied in depth the fast-growing importance of smartphones in the new Digital Customer Journey. Starting from the simple consideration that an Instagram notification is compelling and more engaging than a grocery display, this study approaches the role of the smartphone in shopping behaviour from a new point view: as an element of distraction during the shopping activity, which can lower the effectiveness of the in-store marketing efforts. With a qualitative approach (nonparticipant observation as data collection method) was studied the Mobile and Digital Distraction phenomenon, and were provided managerial and customer implication
Original languageEnglish
Title of host publicationProceedings XV SIM Conference, I percorsi identitari del Marketing
Number of pages6
Publication statusPublished - 2018
EventXV SIM Conference, I percorsi identitari del Marketing - Bari (Italy).
Duration: 18 Oct 201819 Oct 2018


ConferenceXV SIM Conference, I percorsi identitari del Marketing
CityBari (Italy).


  • Distraction, Mobile devices, In-store stimuli, Grocery retailing


Dive into the research topics of 'In-store Distraction'. Together they form a unique fingerprint.

Cite this