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How robots will affect the future of retailing

Author

Listed:
  • Abhijit Guha

    (University of South Carolina)

  • Dhruv Grewal

    (Babson College
    Fractional, University of Bath)

Abstract

To predict how robots will affect the future of retailing, the authors begin this article with a brief review of recent deployments of robots in the retail and service sectors, along with relevant research pertaining to their uses. Next, they focus on two crucial dimensions, reflecting whether the robots (1) are customer facing or not and (2) intend to augment or substitute for retail associates. These two dimensions suggest four strategic quadrants relating to future robot deployments; some quadrants are attractive in the near term, and others attractive in the years beyond. In closing, the authors also suggest an agenda for continued research.

Suggested Citation

  • Abhijit Guha & Dhruv Grewal, 2022. "How robots will affect the future of retailing," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 245-252, December.
    • Handle: RePEc:spr:amsrev:v:12:y:2022:i:3:d:10.1007_s13162-022-00241-3
    DOI: 10.1007/s13162-022-00241-3
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    References listed on IDEAS

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    1. Noble, Stephanie M. & Mende, Martin & Grewal, Dhruv & Parasuraman, A., 2022. "The Fifth Industrial Revolution: How Harmonious Human–Machine Collaboration is Triggering a Retail and Service [R]evolution," Journal of Retailing, Elsevier, vol. 98(2), pages 199-208.
    2. Dhruv Grewal & Stephanie M. Noble & Anne L. Roggeveen & Jens Nordfalt, 2020. "The future of in-store technology," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 96-113, January.
    3. Guha, Abhijit & Grewal, Dhruv & Kopalle, Praveen K. & Haenlein, Michael & Schneider, Matthew J. & Jung, Hyunseok & Moustafa, Rida & Hegde, Dinesh R. & Hawkins, Gary, 2021. "How artificial intelligence will affect the future of retailing," Journal of Retailing, Elsevier, vol. 97(1), pages 28-41.
    4. Grewal, Dhruv & Kroschke, Mirja & Mende, Martin & Roggeveen, Anne L. & Scott, Maura L., 2020. "Frontline Cyborgs at Your Service: How Human Enhancement Technologies Affect Customer Experiences in Retail, Sales, and Service Settings," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 9-25.
    5. Thomas Davenport & Abhijit Guha & Dhruv Grewal & Timna Bressgott, 2020. "How artificial intelligence will change the future of marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 24-42, January.
    6. Aric Rindfleisch & Nobuyuki Fukawa & Naoto Onzo, 2022. "Robots in retail: Rolling out the Whiz," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 238-244, December.
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    Cited by:

    1. Aric Rindfleisch & Nobuyuki Fukawa & Naoto Onzo, 2022. "Robots in retail: Rolling out the Whiz," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 238-244, December.

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