The retail sector is experiencing a transformation because of the advancements in In-Store 
digital innovations like &lsquoSmart Mirror,&rsquo &lsquoAutomatic Checkout,&rsquo &lsquoAR-VR devices,&rsquo etc. Retailers 
are implementing these technologies to improve the shopper&rsquos purchasing experience, broaden 
the options to select more products, and attract many customers. This development can be 
observed in supermarkets, shopping centers, exclusive retail stores, and other establishments.
The objective of this study is to ascertain the influence of &lsquoIn-Store Digital Innovations (ISDI),&rsquo 
i.e., also called in-store technology, on customer patronage behavior. This research also aims
to identify the factors associated with in-store technologies influencing customer perceptions
in brick-and-mortar settings. Moreover, this research will identify the factors that influence or
restrict a shopper from using in-store technologies. The existing literature on understanding 
shoppers' behavioral intention is broad and complex, encompassing various motivations, 
criteria, and strategies retailers employ to integrate in-store technologies. But this study 
explores beyond the conventional theories and presents a distinct combination of the &ldquoTheory 
of Planned Behavior (TPB)&rdquo and the &ldquoInnovation Resistance Theory (IRT)&rdquo within the 
framework of &ldquoBehavioral Reasoning Theory (BRT)&rdquo to elucidate the influence of &lsquoIn-Store 
Digital Innovations,&rsquo on customer patronage behavior. This will offer valuable insights into the 
factors influencing a shopper&rsquos decisions. This study will employ convenience sampling 
techniques to gather data from Gen Z purchasing fashion products in Tier 1 and 2 cities. For 
this, a mixed-method approach will be implemented to accomplish the objectives. In doing so, 
the researchers will conduct two studies. The first study will be qualitative, in which the various 
dimensions of 'drivers' and 'barriers' will be identified by studying shoppers using in-store 
technologies. The second study will then evaluate the impact of the identified variables on 
customer patronage behavior. This study will make a significant theoretical contribution by 
expanding previous research on customer experience and satisfaction, focusing on the 
technological aspect. From a practical standpoint, this study aims to provide a thorough 
understanding of the factors that retail stores must consider when implementing ISDI. This 
includes examining the trade-offs between various &lsquodrivers&rsquo and &lsquobarriers.&rsquo Lastly, by focusing 
on these aspects, it will be possible to gain a more comprehensive understanding of customer 
patronage behavior. 
Keywords: In-store digital innovations, Values, Customers&rsquo patronage behaviour, Drivers and 
barriers, Behavioral reasoning theory, Retail Industry.