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Cited by 39

As the wheel turns toward the future of retailing

Babin, Barry J., Feng, Cong, Borges, Adilson·2021·Journal of Marketing Theory and Practice
DOI 10.1080/10696679.2020.1860688
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Abstract

What does the future hold for retailers? Certainly, many eras previous to the big-data and pandemic eras have come and gone and that same question could raise anxiety among those invested in retailing. Few metaphors in marketing have proved as enduring as the wheel of retailing. The contribution here is to discuss retail practice and research trends framed by the realization that, in some ways, nothing is new. Clearly, from a technology standpoint, we see changes in the tools of retailing at an ever-more rapid rate. But, the hub of the retail wheel is the customer and the value creation needed to promote retail success proves enduring. We conclude the discussion with an inventory of research items to keep academicians busy for the foreseeable future and by putting forth a definition of retailing that spans generations past and to come.

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Crossref · 10.1080/10696679.2020.1860688

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8 of 8 references verified0 citation errors · 0 not checkable

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  • The foundations of value creation in retail space arguably remain constant, simultaneously satisfying utilitarian and hedonic shopping value while delivering immersive or convenient experiences.

    “However, the foundations of value creation in retail space arguably remain constant (Babin et al., 2021), simultaneously satisfying utilitarian and hedonic shopping value while delivering immersive or convenient experiences (Alexander and Blazquez Cano, 2020;Gauri et al., 2021).”

    From Retail futures: Customer experience, phygital retailing, and the Experiential Retail Territories perspective (2025) · cites this paper as Babin et al., 2021

  • Theoretically, this study responds to scholarly calls for further research on CX within different contexts, especially offline settings, to assess the importance of physical space within evolving retail for CX value creation.

    “Theoretically, this study makes the following contributions: it responds to scholarly calls for further research on CX within different contexts, especially offline settings, to assess the importance of physical space within evolving retail for CX value creation (Babin et al., 2021;Bruce et al., 2023;Klaus and Kuppelwieser, 2023).”

    From Retail futures: Customer experience, phygital retailing, and the Experiential Retail Territories perspective (2025) · cites this paper as Babin et al., 2021

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Authors
Babin, B. J., Feng, C., & Borges, A.
Affiliations
  • Department of Marketing, University of Mississippi, University, Mississippi, USA
  • IRC Professor of Marketing, Neoma Business School, Paris, France
ORCID
Venue
Journal of Marketing Theory and Practice
Publisher
Informa UK Limited
Published
2021-01-02
Volume
29
Issue
1
Pages
78-91
ISSN
  • 1069-6679
  • 1944-7175
DOI
10.1080/10696679.2020.1860688
Cited by
39
References
8
Language
en
Funders
Morris Lewis Professorship at Ole Miss Business School

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