How Technology is Changing Retail

By Venkatesh Shankar, Kirthi Kalyanam, Pankaj Setia, A. Golmohammadi, Seshadri Tirunillai, T. Douglass, John Hennessey, J. Bull, Rand Waddoups. Journal of Retailing, 2021

368 citations recorded by the source corpus.

Abstract Retailing is undergoing a remarkable transformation brought by recent advances in technology. In this paper, we provide a deep discussion of and look ahead on how technology is changing retail, starting with a classification of technologies that impact retailing, in particular, in the COVID-19 and beyond world. We discuss different theoretical frameworks or lenses to better understand the role of technology in retailing. We identify and elaborate on the drivers and outcomes of technology adoption by shoppers, retailers, employees, and suppliers. We speculate on future retail scenarios and outline future research avenues on technology and retailing. We close by concluding that technology is not only reshaping retailing, but also allowing retailing to pivot in the face of new and unforeseen circumstances.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/b85f21b9104bed80c03a3be76740aae84eb27470