TECHNOLOGY USE IN RETAIL MANAGEMENT: A SYSTEMATIC REVIEW
DOI:
https://doi.org/10.1234/aira.v3i1.71Keywords:
Artificial Intelligence, Augmented Reality, Customer Experience, Omnichannel Strategy, Retail TechnologyAbstract
This systematic literature review explores the integration of digital technologies in retail management, focusing on the use of Artificial Intelligence (AI), Augmented Reality (AR), and omnichannel strategies. The study aims to identify the types of technologies applied, the implementation strategies adopted by retailers, and the resulting impacts on operations and customer satisfaction. Using the PRISMA methodology, 72 peer-reviewed sources were analyzed, complemented by a bibliometric analysis conducted through VOSviewer to visualize keyword co-occurrence (Bianconi et al., 2024) and thematic trends. Findings reveal that AI enhances backend efficiency through inventory control and personalized marketing (Calvo et al., 2023), while AR enriches the shopping experience (Zhong & Zhao, 2024) by bridging the gap between digital and physical interaction. Omnichannel strategies further enable seamless integration across touchpoints, promoting brand loyalty and engagement. The discussion highlights operational improvements, consumer behavior (Cai et al., 2021) shifts, and strategic alignment driven by technology. Key research gaps include the ethical implications of data usage and the long-term effects of immersive technologies. The review provides valuable insights for scholars, practitioners, and policymakers seeking to understand and advance digital transformation in retail.
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