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What are we Educating Towards? Sales Assistants' Work in Digitalised Brick and Mortar Stores

Konferensbidrag (offentliggjort, men ej förlagsutgivet)
Författare Charlotte Arkenback-Sundström
Publicerad i Proceedings of the 12th annual International Conference of Education, Research and Innovation. Paper i ICERI2019 Proceedings.
ISBN 978-84-09-14755-7
Publiceringsår 2019
Publicerad vid Institutionen för tillämpad informationsteknologi (GU)
Språk en
Länkar https://library.iated.org/publicati...
Ämnesord connected workplace, mobile technologies, mPOS, retail, personal meeting, sales assistant
Ämneskategorier Data- och informationsvetenskap, Medie- och kommunikationsvetenskap, Utbildningsvetenskap


The increasing availability and use of the Internet, digital mobile technologies and software platforms are transforming social life and work. Within different industries, smartphones, handheld devices and cloud-based information management systems (IMS) are increasingly used as working tools for producing and mediating information; and to organise and streamline work. In this paper, I explore in what ways a vocation within the service sector changes in a connected workplace. The specific case is sales assistants working in brick-and-mortar (physical) stores transitioning to omnichannel commerce. Aiming at a holistic view, I take a practice-theoretical approach using the Theory of Practice Architectures as a theoretical lens and analysis tool. The study was conducted between 2015-2019 through a combination of ethnographical and qualitative online research methods. The theory of practice architectures has contributed to describe and visualise sales assistants’ work in connected checkout and customer meeting practices. Also, how brick-and-mortar stores’ transition to omnichannel commerce challenges and changes established practices and the work and competencies of sales assistants.

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