Drivers and challenges of internet of things diffusion in smart stores: A field exploration

•Internet of Things (IoT) is explored for smart stores and generally the retail sector.•Smart services transform the customer experience holistically through the various applications in store.•A field exploration is providing an overview of the drivers of smart retail service diffusion and the relevant challenges.•Security is a major challenge and concern for businesses installing IoT devices in their journey to smart store transformations. The digitally disruptive environment has evolved rapidly due to the introduction of new advancements within the field of smart applications. Applications of one of the most prominent technologies, Internet of Things (IoT), often appear in the retail sector, where smart services have transformed the customer experience holistically. Presented in this paper are the findings from an exploratory field study in the retail service sector, which drew on the views of experienced practitioners about the smart store experience and the associated changes. The paper presents an overview of the drivers of smart retail service diffusion and the relevant challenges, such as the business expectations and the heterogeneity of devices. The arising themes indicate that IoT security is a major challenge for businesses installing IoT devices in their journey towards smart store transformation. The paper highlights the importance of a secure data-sharing IoT environment that respects customer privacy as the smart experience in-store offers data-driven insights and services. Implications for research and practice are discussed in terms of the customer experience relevant to the identified challenges.