{
  "id": 14796618,
  "title": "Retail research shifted in five ways, study finds",
  "url": "https://urgent.news/2026/10/15/retail-research-shifted-in-five-ways-study-finds",
  "topic": "science",
  "section": "Science",
  "published": "2026-10-15T21:40:01.000Z",
  "source": {
    "name": "Phys.org",
    "slug": "phys-org",
    "url": "https://phys.org/news/2026-10-retail-shifted-ways.html"
  },
  "original_language": "en",
  "account": "Retail research has undergone significant shifts over the past few decades, according to a comprehensive analysis of nearly 5,200 academic papers. Published in the International Journal of Electronic Marketing and Retailing, the study utilized thematic analysis and manual coding to identify five distinct phases in the evolution of retail scholarship. The first phase focused on operations research, examining the logistical and functional aspects of retail establishments. The second phase shifted towards digital and experiential retail, as advancements in technology began to revolutionize the consumer experience. The third phase emphasized consumer behavior and sector specialization, as researchers sought to understand the unique needs and preferences of various market segments. The fourth phase centered on optimization and service integration, with a growing emphasis on improving operational efficiency and customer satisfaction. Finally, the most recent phase has been dominated by social media and its impact on retail practices and consumer engagement. This evolution in research topics and methodologies reflects the changing landscape of retail, driven by external factors such as store environments and digital interfaces. The analysis highlights the increasing influence of e-commerce, data analytics, and social media on retail scholarship, as these technologies reshape consumer behavior and purchasing decisions. However, the study also reveals a persistent issue within the field: the fragmentation of research across disciplines. Despite the economic importance of retail and the development of specialized academic programs, studies remain dispersed across fields such as marketing, economics, geography, and management. The authors argue that a clearer understanding of the field's development could help educational institutions align their curricula with industry needs, as well as equip executives with the skills necessary to navigate emerging challenges. These challenges include the integration of artificial intelligence and shifting patterns of consumer engagement in the digital age. The research underscores the importance of a cohesive, interdisciplinary approach to retail scholarship, in order to effectively address the rapidly evolving landscape of retail and inform both academic and industry stakeholders.",
  "summary": "Retail research has changed during the last couple of decades, according to an analysis of almost 5,200 papers covering business practices, consumer behavior and technology. The study, published in the International Journal of Electronic Marketing and Retailing, considered papers from the four leading specialist journals in this area.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}