How Technology is Changing Retail

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. (C) 2020 New York University. Published by Elsevier Inc. All rights reserved.

Automated summary

This paper provides a detailed discussion on how technology is transforming the retailing industry, including the classification of technologies, theoretical frameworks, drivers of technology adoption, future retail scenarios, and research avenues for technology and retailing. The conclusion emphasizes that technology not only reshapes retailing, but also enables retailing to adapt to new and unforeseen circumstances.