ADOPTION OF SMART RETAIL TECHNOLOGIES IN EMERGING MARKETS: INSIGHTS FROM ROMANIA’S FMCG SECTOR
ADOPTION OF SMART RETAIL TECHNOLOGIES IN EMERGING MARKETS: INSIGHTS FROM ROMANIA’S FMCG SECTOR
Brindusa Mariana BEJAN, Cosmin Voicu NISTOR, Ciprian Marcel POP, Gabriela Nicoleta SIRBU
1 Marketing Department, Faculty of Economics and Business Administration, Babeș-Bolyai University of Cluj-Napoca, Cluj-Napoca, Cluj, Romania
2 Marketing and International Economic Relations Department, Faculty of Economics and Business Administration, West University of Timisoara, Timisoara, Timis, Romania
brindusa.bejan@econ.ubbcluj.ro
voicu.nistor@econ.ubbcluj.ro
marcel.pop@econ.ubbcluj.ro
gabriela.sirbu@e-uvt.ro
Abstract: This paper examines the adoption of smart retail technologies, with a particular focus on smart checkout systems, in the context of an emerging market, Romania’s fast-moving consumer goods (FMCG) sector. Addressing the research questions “What are the key technologies underpinning smart checkout systems in contemporary retail environments?” and “What are the main challenges and limitations associated with their implementation?”, the study aims to bridge existing gaps in the literature related to the organizational, operational, and contextual dimensions of these technologies. The research adopts an empirical, qualitative approach, combining documentary analysis with semi-structured interviews conducted among the largest FMCG retailer in Romania. This methodological triangulation enables both a strategic and operational perspective on technology adoption. The findings reveal that the implementation of smart checkout systems is strongly influenced by factors such as urban infrastructure, digital payment penetration, and store format, with retailers adopting a phased and data-driven deployment strategy. From a technological standpoint, the study confirms the integration of advanced solutions such as self-checkout kiosks, automation systems, and data-driven decision-making tools. In terms of challenges, the results highlight significant disparities in adoption across demographic groups, particularly regarding age and education, as well as operational constraints related to infrastructure dependency and customer readiness. Moreover, time efficiency emerges as a primary driver of consumer adoption, while system usability and digital literacy act as critical moderating factors. The study contributes to the limited body of empirical research on smart retail technologies in emerging markets and provides valuable insights for both academics and practitioners. For retailers, the findings offer guidance on aligning technological implementation with consumer characteristics and market conditions, while for researchers, they underscore the importance of context-sensitive analyses in understanding digital transformation in retail environments.
Keywords: Smart Check-out technologies; Romanian retail; emerging market; innovations in retail; fast-moving consumer goods sector.
JEL Classification: O31; O32; Q56.
