  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.
