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A 2026 retail study record points to digitalisation in clothing stores—but offers no findings yet

A bibliographic record for a study by Dr. Nayana L M and Ms. Ashwini U U identifies brick-and-mortar clothing retail, consumer buying behaviour, and shopping experience as its subject. The available evidence contains metadata only, so sellers should treat it as a research lead rather than operational proof.

Ecomwith EditorialEcommerce intelligence desk

Published
Updated
Risk
low

Reported details

What happened

The work is titled “DIGITALISATION OF BRICK-AND-MORTAR CLOTHING RETAIL STORES: AN EMPIRICAL ANALYSIS OF CONSUMER BUYING BEHAVIOUR AND SHOPPING EXPERIENCE.”

The record lists Dr. Nayana L M and Ms. Ashwini U U as authors, a 2026 publication year, and EPRA International Journal of Multidisciplinary Research (IJMR) as the venue.

The publication status is unknown; the available record does not establish that the work is peer-reviewed.

The stable identifiers are DOI 10.36713/epra31365, OpenAlex ID W7204638961, and source item ID W7204638961.

No abstract, full text, quotations, methods, sample details, or results are available in the supplied evidence.

Business relevance

Why it matters

The topic is commercially relevant because clothing sellers operating physical stores may be evaluating how digital tools relate to buying behaviour and the in-store shopping experience.

The record can help merchants track a research area, but it does not support claims that any specific technology improves conversion, satisfaction, retention, or revenue.

For decision-making, the missing study content matters: sellers cannot yet assess which digital interventions were examined or whether the conclusions apply to their store format, customers, or market.

Editorial perspective

Analysis & judgment

  1. The strongest immediate signal is not a proven retail tactic but a research direction: digitalisation is being examined alongside both purchasing behaviour and the shopping experience. If a seller is already planning store technology, those two outcomes are reasonable evaluation categories, provided they are measured separately rather than assumed to move together.

  2. The metadata supports a watchlist entry, not a rollout decision. Because the publication status is unknown and the evidence is bibliographic only, merchants should wait for the underlying publication or independently verified findings before treating the work as guidance.

  3. A practical response is to connect any existing store-digitisation project to observable business questions—such as whether customers use a tool and whether the experience changes—while avoiding attribution to this study until its methods and results are available.

Applicability

Seller impact

Sellers considering in-store digitalisation should define the customer-experience and commercial outcomes they expect before committing budget, because the supplied record does not identify a winning technology.

Retail teams can use the study’s topic to structure an internal review of store and digital touchpoints, but any investment case should rely on their own evidence or fully available research.

Merchants should record the DOI and OpenAlex ID in their research tracker so the publication can be checked later without confusing this metadata record with verified findings.

Action plan

What to do now

  1. 1

    Add the study to a research watchlist

    now

    Save DOI 10.36713/epra31365, OpenAlex ID W7204638961, the authors, venue, and unknown publication status. Treat the entry as a lead, not as evidence of an effective retail intervention.

  2. 2

    Audit current store-digitisation assumptions

    this-week

    List the technologies currently used or being considered in physical clothing stores, then specify which customer-experience and buying-behaviour indicators would justify each investment. Keep the exercise independent of unverified claims from this record.

  3. 3

    Recheck for the underlying publication

    monitor

    Look for an accessible article and verified publication details before citing the work in a strategy document. Only after the methods and results are available should the findings be assessed for relevance to your customers and store context.

What not to do yet

  • Do not claim that this study found digitalisation improves clothing-store sales, buying behaviour, or shopping experience; the supplied evidence contains no findings.
  • Do not describe the work as peer-reviewed while its publication status remains unknown.

Sources & context

Evidence and sources

A source may provide only a headline or summary. Read the evidence scope below. Links and workflow checks are not independent fact verification. Internal confidence values are workflow signals, not probabilities of factual correctness.

  1. 01

    DIGITALISATION OF BRICK-AND-MORTAR CLOTHING RETAIL STORES: AN EMPIRICAL ANALYSIS OF CONSUMER BUYING BEHAVIOUR AND SHOPPING EXPERIENCE — unknown — EPRA International Journal of Multidisciplinary Research (IJMR)

    OpenAlex Ecommerce Research Discovery · Workflow status: single-source

    Source link

    Retrieved: August 31, 2026 at 04:17 a.m. UTC

    Bibliographic metadata only; no body, abstract, quotation, or PDF is retained.

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