Artificial Intelligence Implications in Retail in the New Normal: A Qualitative Approach

Abstract

Purpose/objectives: The recent COVID-19 pandemic has caused major disruptions not only in the supply chains, but also in the activity of retailers. Although food retailers were able to keep their stores open during the lockdown period, non-food retailers had to identify appropriate ways to keep in touch with customers. To attract them to stores, more and more retailers have resorted to artificial intelligence systems and applications. In the New Normal, a number of these systems and applications maintain their validity, and they are used to attract customers’ attention, but also to enhance their experience. Design/methodology: To highlight the way in which retailers with activities in Romania resort to systems and applications based on artificial intelligence in the context of the New Normal, an in-depth interview guide was administered by means of telephone and face to face. It consisted of open-ended questions operationalized based on the literature. The authors distributed the in-depth interview guide to different representatives of retailers in Romania. In total, 15 in-depth interview guides were collected, the results being analysed by thematic analysis. Findings: The results reveal that while the large retail networks are already considering the use of systems and applications based on artificial intelligence, i.e. even resorting to them in the form of chatbots and/or autonomous robots for attracting and advising customers; retailers also employ AI based software for stock management, and implement self-service/self-pay counters. Although big retail chains resort more and more often to artificial intelligence-based techniques and instruments, small retailers do not have interest in them. For representatives of small retailers, the costs associated with investing in artificial intelligence systems are not justified and do not generate enough added value. Originality/value: The results point to an increased interest in artificial intelligence systems applied in retail, with representatives of large store chains understanding their usefulness and even already implementing certain solutions based on artificial intelligence. However, there are also representatives of retailers who are sceptical and do not see, for the moment, the relevance of resorting to these systems.