The Future of Retailing

Dhruv Grewal, Anne L. Roggeveen, Jens Nordfält

Research output: Contribution to journalArticlepeer-review

592 Citations (SciVal)


Retailers have embraced a variety of technologies to engage their customers. This article focuses on “The Future of Retailing” by highlighting five key areas that are moving the field forward: (1) technology and tools to facilitate decision making, (2) visual display and merchandise offer decisions, (3) consumption and engagement, (4) big data collection and usage, and (5) analytics and profitability. We also suggest numerous issues that are deserving of additional inquiry, as well as introduce important areas of emerging applicability: the internet of things, virtual reality, augmented reality, artificial intelligence, robots, drones, and driverless vehicles.
Original languageEnglish
Pages (from-to)1-6
Number of pages6
JournalJournal of Retailing
Issue number1
Early online date12 Jan 2017
Publication statusPublished - 1 Mar 2017


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