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Reimagining retail: Technology at the frontline, across the value Chain, and toward sustainability

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  • Schultz, Carsten D.

Abstract

The retail industry is undergoing a profound technological transformation. This special issue explores how emerging technologies, such as artificial intelligence, AR/VR, digital assistants, and smart retail systems, (re-)shape customer experiences, streamline operations, and support responsible retailing. The seven featured articles investigate innovations in consumer behavior, service recovery, technology acceptance, and sustainable communication. These articles provide first insights and normative guidance for a retailing landscape driven by technological advancements. This introduction outlines future research directions across three interconnected domains: technology at the frontline, technology along the value chain, and the digital-sustainable transformation. The outlined research areas and questions aim to guide further research and strategic innovation fostering systemic transformation in the future of retailing.

Suggested Citation

  • Schultz, Carsten D., 2025. "Reimagining retail: Technology at the frontline, across the value Chain, and toward sustainability," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    • Handle: RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925002280
    DOI: 10.1016/j.jretconser.2025.104449
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