The Transformational Role of Technology

Abstract

This chapter focuses on the transformational impacts of technology both in the hands of shoppers and within retail enterprises themselves. There are, we believe, very compelling opportunities for businesses to develop much closer and more personal relationships with shoppers through the use of technology in customer-facing roles to enhance efficiency, experience, and engagement for the shopper. However, the challenges for enterprises of actually realizing all of the potential benefits from technology, especially in the form of highly nuanced shopper information, are considerable. This chapter is as concerned with the unexpected eddies as it is with the main transformational currents of technology change. It begins with a brief exploration of the main themes of change, then turns to some of the obstacles that have prevented many retailers from intelligently exploring technological opportunities, before considering the most relevant application areas for customer-facing technology.