NAVIGATING THE DIGITAL SHIFT: STRATEGIC ADAPTATION IN THE RETAIL LANDSCAPE THROUGH TECHNOLOGY

• Dr. Anika S. Rao

  Senior Lecturer in Technology-Driven Business Models Faculty of Management Studies, University of Delhi, India

  Author

• Dr. Marcus J. Lowell

  Professor of Strategic Innovation and Digital Operations Sloan School of Management, MIT, USA

  Author

The retail industry is undergoing a profound transformation driven by rapid technological advancements, fundamentally reshaping consumer expectations, operational efficiencies, and competitive landscapes. This article synthesizes current literature and industry insights to explore the multifaceted impact of Artificial Intelligence (AI), Generative AI (Gen AI), robotics, IoT devices, and advanced data analytics on retail strategy. It details how these technologies are revolutionizing customer experience through personalization, omnichannel integration, and automated service, while also optimizing operations in warehousing, inventory management, and loss prevention. Furthermore, the article examines the evolution of marketing and pricing strategies through dynamic models and AI-driven content creation, highlighting emerging trends like human-AI collaboration and autonomous stores. The discussion emphasizes the need for proactive and holistic adaptation, addressing challenges related to investment, data privacy, and workforce upskilling. Ultimately, the article concludes that strategic integration of technology is critical for retailers to maintain relevance, drive efficiencies, and foster sustainable growth in the digital era.

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