Strategizing Retailing in the New Technology Era

Dhruv Grewal, Dinesh K. Gauri, Anne L. Roggeveen, Raj Sethuraman

Research output: Contribution to journalArticlepeer-review

89 Citations (SciVal)


The world of retailing is being reimagined and transformed at breakneck speeds due to new technologies, as well as due to changes in consumer purchasing behavior resulting from the COVID-19 pandemic. This dynamic retail marketplace is forcing retailers to strategize how to best position themselves to survive and flourish in this environment. Recognizing that we are at a critical inflection point in the world of retailing, we conceptualize a Strategic Wheel of Retailing in the new technology era that emphasizes technology as the core enabler of the strategies related to the 6Ps of retailing (retail place and supply chain management, product, pricing, promotion, personnel, and presentation). In particular, the articles calls for retailers to carefully their review their competitive ecosystem as they adapt to the new technologies, raises some issues, and offers new directions for further research on how technology can be leveraged to design profitable retail strategies.

Original languageEnglish
Pages (from-to)6-12
Number of pages7
JournalJournal of Retailing
Issue number1
Early online date28 Feb 2021
Publication statusPublished - 31 Mar 2021


  • Merchandise
  • Strategy
  • Technology

ASJC Scopus subject areas

  • Marketing


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