Editorial introduction: Retail innovation in the 4th industrial revolution

Abstract

Innovative technologies in Industry 4.0 are transforming retail environments and encouraging the digitalization of the retail process. From the retailer's point of view, the adoption of revolutionary technologies has led to the expectation of cost savings and increased revenue. Furthermore, various technological innovations, such as automation, are creating more valuable experiences for consumers. New technologies have also impacted the academic study of retailing through enabling researchers to employ new and more advanced research methodologies. The purpose of this special issue is to address the following question: What is the impact of 4th industrial revolution technologies both in the retail industry and academia? To find out the answer, 58 empirical and theoretical articles were received and reviewed, and 11 articles were finally accepted for inclusion in the special issue. We believe these 11 articles have contributed to the understanding of the theories and practices in the retail industry under the ongoing 4th industrial revolution. © 2021 Elsevier Ltd