The increasing online competition, associated changes in customer behaviors, and effects of the pandemic in recent years have led to increasing retail store closures. This development has given rise to a downward spiral in terms of a decreasing attractiveness of local shopping places and a further reduction of stores. Research has recognized that smart services can unleash the potential to compensate for the competitive disadvantages of physical retailers by combining tailored physical and digital offerings to enhance customer-oriented value creation. However, most approaches are limited to in-store services without addressing the wider shopping experience in retail surroundings. Therefore, this paper provides a classification framework for smart services in retail evaluated against 163 use cases, as well as six service archetypes. This work contributes to understanding relevant service design elements and proposes applying the idea of a holistic customer experience to service design in physical retail environments.

近年来，日益激烈的在线竞争、相关的客户行为变化以及新冠疫情的影响导致零售商店关门数量不断增加。这种发展导致当地购物场所吸引力下降和商店进一步减少，呈螺旋式下降。研究已经认识到，智能服务可以通过结合定制的实体和数字产品来释放潜力，弥补实体零售商的竞争劣势，从而增强以客户为导向的价值创造。然而，大多数方法仅限于店内服务，而没有解决零售环境中更广泛的购物体验。因此，本文提供了零售业智能服务的分类框架，根据 163 个用例以及六种服务原型进行评估。