{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,7]],"date-time":"2026-04-07T01:30:07Z","timestamp":1775525407969,"version":"3.50.1"},"reference-count":67,"publisher":"Emerald","issue":"4","license":[{"start":{"date-parts":[[2023,2,28]],"date-time":"2023-02-28T00:00:00Z","timestamp":1677542400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IJRDM"],"published-print":{"date-parts":[[2023,3,24]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>In the aftermath of the COVID-19 pandemic, technology is rewriting the way consumers shop as well as the retail operating models. In this context, investment in new technologies is a strategic imperative for retailers striving to remain relevant and profitable. Using Kahn's Retail Success Matrix as the conceptual framework, the aim of the study is to propose a classification of emerging technologies based on their potential for sustaining retailers' competitive strategies.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Following an initial qualitative study based on in-depth interviews and\u00a0focus groups with 20 retail managers, the authors collected survey data from a sample of 168 retail and technology professionals. To achieve the research objectives, content, descriptive and multiple correspondence factor analyses were carried out.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The data analyses result on a map that plots the technological solutions that retail experts identify as enablers of four key competitive strategies: product superiority, enhanced customer experience, frictionless shopping experience and operational excellence.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>This research work provides valuable insight into how retail companies can capitalise on technology to create or reinforce their competitive positioning. The framework acts as a guide for retail companies to assess their technology priorities.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This exploratory empirical study is the result of a collaboration between academic researchers and retail professionals. Thus, it addresses challenges experienced by key stakeholders. The encompassing classification enables a better understanding of the impact of technology on retailers' competitive positioning.<\/jats:p><\/jats:sec>","DOI":"10.1108\/ijrdm-03-2022-0088","type":"journal-article","created":{"date-parts":[[2023,2,24]],"date-time":"2023-02-24T21:23:21Z","timestamp":1677273801000},"page":"546-566","source":"Crossref","is-referenced-by-count":32,"title":["Technology: a strategic imperative for successful retailers"],"prefix":"10.1108","volume":"51","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-8906-948X","authenticated-orcid":false,"given":"Myriam","family":"Quinones","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7415-3964","authenticated-orcid":false,"given":"Monica","family":"Gomez-Suarez","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2419-5976","authenticated-orcid":false,"given":"Ignacio","family":"Cruz-Roche","sequence":"additional","affiliation":[]},{"given":"Ana M.","family":"D\u00edaz-Mart\u00edn","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2023,2,28]]},"reference":[{"issue":"1","key":"key2023032410503016100_ref001","doi-asserted-by":"crossref","first-page":"81","DOI":"10.1108\/IJRDM-02-2022-0042","article-title":"Factors influencing technology adoption amongst small retailers: insights from thematic analysis","volume":"51","year":"2023","journal-title":"International Journal of Retail and Distribution Management"},{"issue":"13-14","key":"key2023032410503016100_ref002","doi-asserted-by":"crossref","first-page":"891","DOI":"10.1080\/02642069.2020.1790535","article-title":"COVID-19 restrictions and consumers' psychological reactance toward offline shopping freedom restoration","volume":"40","year":"2020","journal-title":"The Service Industries Journal"},{"issue":"10","key":"key2023032410503016100_ref003","doi-asserted-by":"crossref","first-page":"1369","DOI":"10.1108\/IJRDM-05-2020-0191","article-title":"Tracking technology diffusion in-store: a fashion retail perspective","volume":"49","year":"2021","journal-title":"International Journal of Retail and Distribution Management"},{"key":"key2023032410503016100_ref004","doi-asserted-by":"crossref","first-page":"279","DOI":"10.1016\/j.jretconser.2016.08.006","article-title":"I virtually try it\u2026 i want it! 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