ABSTRACT

What does the future hold for retailers? Certainly, many eras previous to the big-data and pandemic eras have come and gone and that same question could raise anxiety among those invested in retailing. Few metaphors in marketing have proved as enduring as the wheel of retailing. The contribution here is to discuss retail practice and research trends framed by the realization that, in some ways, nothing is new. Clearly, from a technology standpoint, we see changes in the tools of retailing at an ever-more rapid rate. But, the hub of the retail wheel is the customer and the value creation needed to promote retail success proves enduring. We conclude the discussion with an inventory of research items to keep academicians busy for the foreseeable future and by putting forth a definition of retailing that spans generations past and to come.

摘要

零售商的前景如何？当然，在大数据和大流行时代之前的许多时代已经过去和消失，同样的问题可能会使在零售业投资的人们感到焦虑。市场营销中很少有比喻能像零售业一样持久。此处的贡献是讨论零售实践和研究趋势，这些趋势由认识到在某些方面没有新事物构成。显然，从技术的角度来看，我们看到零售工具的变化越来越快。但是，零售业的枢纽是客户，促进零售业成功所需的价值创造被证明是持久的。在讨论结束时，我们会列出一系列研究项目，以使院士们在可预见的将来忙碌，并提出了跨越几代人和未来几代人的零售定义。