What is it about?
This paper is the result of a collaboration between academic researchers and retail practitioners. Following an initial qualitative study, the authors collected survey data from a sample of 168 retail and technology professionals. The study offers a map that plots 21 technological solutions that retail experts identify as enablers of four key competitive strategies: (1) product superiority, (2) enhanced customer experience,(3) frictionless shopping experience and (4) operational excellence.
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Why is it important?
Technology is rewriting the way consumers shop as well as the retail operating models. In this context, investment in new technologies is a strategic imperative for retailers striving to remain relevant and profitable. The encompassing classification enables a better understanding of the impact of technology on retailers' competitive positioning.
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This page is a summary of: Technology: a strategic imperative for successful retailers, International Journal of Retail & Distribution Management, February 2023, Emerald,
DOI: 10.1108/ijrdm-03-2022-0088.
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