Smart retail enabled through in-store technology (IST) is believed to be the future of retail. However, several IST impacts, especially on individuals' well-being remain undisclosed. This study attempts to discover IST impact, particularly electronic shelf label (ESL) as a prospective technology, on customer well-being and post-transaction behavior (i.e., willingness to pay (WTP) and positive word of mouth (PWOM). Survey were from generations X, Y, and Z generating 305 respondents. A post hoc analysis utilizing PLS MGA is discussed for Gen X & Millennials vs. Gen Z groups. This study provides empirical evidence of smart retail on customer well-being and how it affects customer post-purchase behavior, namely WTP and PWOM. This study also provides evidence of how it differs across generational cohorts.