A new approach to retailing for successful competition in the new smart scenario

Purpose: This study develops the idea of smart retailing, exemplified in innovative, technology-enriched retail services as part of service-oriented strategies. In particular, the purpose of this paper is to provide a new integrated framework to understand the emerging retail scenario based on the smart usage of technologies to improve retail service and develop innovation management strategies. This framework will provide a comprehensive understanding the basic forms of smart retailing as the current competitive scenario. Design/methodology/approach: As a viewpoint, this paper employs an interdisciplinary approach, drawing upon the actual challenges in retailing, to propose a new perspective, the smart retailing one, to describe the new competitive scenario and formulates an emerging research agenda. Findings: The present paper contributes to research on innovation and technology management for retailing by examining the key dimensions of smart retailing, which aims to enhancing retail service quality and retailers’ performance. Originality/value: The paper clearly explains how current retailing is moving to a smart perspective, and how retail management should be adapted to successfully perform in the current service-dominant logic scenario, as consequence of the increasing consumer involvement in service co-production and the rapid growth of digital technologies.