The diffusion of interactive technology at the customer interface

Interactive technology usage within retailing varies with the location of the hardware or the means for accessing it. Research suggests that a given population's acceptance of an innovation happens through a consistent and generally predictable process. A study was therefore conducted to elicit from a jury of expert opinion the expected future rate of diffusion of multimedia and virtual reality technologies at the customer interface in the do-it-yourself, fitted furniture, white goods and brown goods retail sectors in the UK.