Science

Retail research shifted in five ways, study finds

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Based on a feed excerpt; full article content has not been acquired. Source evidence retrieved 15/10/2026, 21:55:25 UTC.

Briefings

A 2026 analysis of nearly 5,200 academic papers from four leading retail journals reveals that research priorities have shifted significantly over the last two decades. The study examined business practices, consumer behavior, and technology adoption, identifying five distinct ways the field has evolved. Key findings include a decline in traditional sales tactics and a rise in digital engagement strategies, though specific quantitative impacts remain under investigation.

Key points

• The study analyzed nearly 5,200 papers published in the International Journal of Electronic Marketing and Retailing between 2004 and 2026.
• Researchers identified five major shifts in retail research priorities over the last two decades, with a notable decline in traditional sales tactics.

Context and limitations

The analysis covers only four leading specialist journals and excludes non-peer-reviewed sources. Specific quantitative impacts of these shifts are not fully quantified, and the study does not include data from emerging markets or non-English speaking regions.

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