Abstract
Innovation and sustainability are postulated as key variables for the future of large commercial distribution. In addition, the development of Information and Communication Technologies (ICT) solutions, and especially those related to Artificial Intelligence (i.e., Just Walk Out, Intelligent Retail Lab) and digitization, are particularly relevant factors in the current pandemic scenario in which retail companies operate. These tools are essential to face the derived changes in commercial relations, especially between companies and consumers. For all these reasons, this work aims to examine the effect of ICT, as a driving factor for innovation and its direct and indirect impact on sustainability in retailing. Furthermore, this study takes into account the eventual differences in these relationships according to the types of store formats. To achieve the aforementioned objective, a theoretical model is proposed that is tested through an empirical study carried out on a sample of 510 consumers of three store formats of grocery retail formats (i.e., hypermarkets, supermarkets and discount stores) in Spain. For the analysis of the data obtained, the partial least squares (PLS) regression technique and the Multigroup Analysis were used. The results obtained confirm the direct and indirect effect of ICT on innovation and sustainability in grocery retailing. In addition, the results indicate that consumers unequally perceive the technological progress of companies. These differences are greater between discount stores versus hypermarkets and supermarkets. The larger the size of the store format, the higher the incidence of ICT in relation to innovation. Therefore, it is vital to take ICT into consideration, where Artificial Intelligence is imperative for the growth and development of sustainable competitive advantages in retail companies.
Highlights
Advances in the market digitization process as a result of environmental changes have been noticeable in recent years
The evidence obtained allows us to conclude that, in retailing, Information and Communication Technologies (ICT) can be considered as a driving force for innovation and sustainability
The degree of consumer perception of the technological advancement of retail companies has a direct impact on the perceptions that customers have about innovative practices and sustainable actions implemented by retail formats
Summary
Advances in the market digitization process as a result of environmental changes have been noticeable in recent years. Digitalization is a process in which different retailers may be at a different level of evolution, and where the incorporation of Artificial Intelligence is an additional step that can bring new opportunities in the relationship with customers. One of the sectors most affected by the economic crisis brought about by COVID-19 with a nearly 18% decrease in sales in Spain (Instituto Nacional de Estadística [INE], 2021), identifies the incorporation of ICT in its businesses as an environmental opportunity. In this sense, these tools are positioned as a strategic axis on which to lean in order to survive and be more competitive
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
