INNOVATIVE PRACTICES IN RETAIL MANAGEMENT: A SYSTEMATIC REVIEW OF KEY TRENDS AND CHALLENGES
DOI:
https://doi.org/10.1234/aira.v4i1.77Keywords:
Artificial Intelligence, Consumer Behavior, Digital Transformation, Omnichannel Retailing, Retail Innovation, Trends, ChallengesAbstract
This study presents a systematic literature review examining the impact of digital innovation on retail management between 2020 and 2025. Utilizing the PRISMA 2020 methodology and VOSviewer for bibliometric analysis, the review synthesizes insights from 55 peer-reviewed articles to identify key technologies, emerging trends, and challenges in the sector. Findings reveal that artificial intelligence, big data analytics, IoT, and omnichannel strategies are central to enhancing operational efficiency and customer engagement. Additionally, the evolution of physical retail into experiential spaces and the integration of online and offline channels are reshaping competitive strategies. Despite these advancements, the review highlights significant barriers such as high implementation costs, ethical concerns around data privacy, and the need for responsible innovation. By consolidating fragmented academic knowledge, this paper offers both theoretical contributions and practical guidance for retail stakeholders, emphasizing adaptability and ethical foresight as essential to future success in the digital retail landscape.
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