To understand data privacy in retailing, one must consider a myriad of consumer, retailer, and regulatory tensions, trade-offs, and compromises. Scholarly research on consumer data privacy in retailing remains a fruitful area of inquiry precisely because it confronts these critical tensions. As a scholarly domain, data privacy research investigates questions and contexts that are fraught with persistent conflicts and paradoxes. Despite some important advances, many pressing questions remain, leaving various tensions unresolved too. In this editorial, we review the role of data privacy in retailing, attending to focal consumer and retailer tensions. We also provide an overview of the unique contributions offered by the articles in this issue, stressing the novel insights they provide for retail theory and practice. This overview exposes three promising research directions that offer particular promise for informing the critical data privacy tensions that we identify and for expanding the relevance of data privacy research to encompass a broader set of retail implications. These research directions in turn may motivate future scholarly inquiry in retailing, inform retail management, and suggest public policy options.

要了解零售业中的数据隐私，必须考虑众多消费者，零售商以及监管机构的压力，权衡和妥协。零售业中有关消费者数据隐私的学术研究仍然是一个富有成果的研究领域，因为它正面临着这些严峻的压力。作为一个学术领域，数据隐私研究旨在调查充满持续冲突和悖论的问题和环境。尽管取得了一些重要的进步，但仍然存在许多紧迫的问题，各种紧张局势也未得到解决。在这篇社论中，我们回顾了数据隐私在零售中的作用，关注了消费者和零售商之间的紧张关系。我们还将概述本期文章的独特贡献，强调它们为零售理论和实践提供的新颖见解。本概述揭示了三个有前途的研究方向，这些新方向为告知我们确定的关键数据隐私紧张关系以及扩大数据隐私研究的相关性以涵盖更广泛的零售含义提供了特别的希望。这些研究方向反过来可能会激发未来的零售业学术研究，为零售管理提供信息并提出公共政策选择。