Retail Sector Research Articles

Examining How Integrated Smart Logistics Ecosystems Enhance E-Commerce Efficiency in the UAE Retail Sector

This study examines how integrated smart logistics ecosystems enhance e-commerce efficiency in the UAE’s fast-growing retail sector. As digital transformation and evolving consumer expectations reshape the market, companies are turning to smart logistics solutions, combining advanced technologies, last-mile delivery optimization, and collaborative frameworks to improve operational performance. Adopting a quantitative methodology within a positivist and deductive approach, the research analysed data using SPSS through descriptive and correlation techniques. Findings indicate that while AI, IoT, and other smart technologies contribute to logistics efficiency, their direct impact on e-commerce performance is significantly increased when aligned with strong stakeholder collaboration. Collaboration within the supply chain emerged as the most influential factor, enhancing both logistics strategy effectiveness and sales outcomes. The study concludes that logistics technologies must be embedded in a cooperative, integrated ecosystem to realize meaningful improvements. It contributes to e-commerce and logistics by integrating Resource-Based and Supply Chain Integration within a smart logistics framework.

AI-Powered Data Observability & Governance Agent for Cloud Analytics: Transforming Enterprise Data Management

AI-powered data observability and governance agents represent a transformative approach to managing the increasing complexity of enterprise data ecosystems in cloud analytics environments. As organizations increasingly rely on data-driven decision-making, the challenges of maintaining visibility, quality, and compliance have become more pronounced, necessitating advanced solutions that can scale with expanding data volumes and evolving regulatory requirements. AI-driven observability provides automated monitoring, intelligent root cause analysis, and proactive incident resolution capabilities that significantly reduce detection and resolution times for data quality issues. Meanwhile, AI-enhanced governance enables automated policy enforcement, comprehensive data lineage tracking, and anomaly detection for access control, helping organizations maintain compliance while reducing manual workloads. Across financial services, healthcare, and retail sectors, these technologies are demonstrating substantial benefits in terms of operational efficiency, regulatory compliance, and business performance. Despite implementation challenges related to integration complexity, balancing automation with human oversight, model training requirements, and change management, the future of AI in data management appears promising. Emerging trends including federated learning, autonomous data management, integrated observability, and explainable AI governance indicate an evolving landscape where organizations can derive greater value from their data assets while effectively managing associated risks in cloud analytics environments.

Deployment Automation for Scalable and Resilient E-Commerce Platforms: A Retail Sector Perspective

Deployment automation and containerization have emerged as critical enablers for retail e-commerce platforms facing the challenges of a dynamic digital marketplace. This paper examines how cloud engineering foundations provide the essential infrastructure for scalable and resilient retail systems, while deployment automation accelerates innovation cycles and market responsiveness. The advantages of containerization for retail applications are explored, highlighting the consistency and flexibility these technologies bring to complex e-commerce architectures. Container orchestration capabilities are examined for their ability to effectively manage retail system complexity and enable reliable customer experiences despite variable traffic patterns. Supplementing theoretical insights, real-world case studies from the fashion and grocery sectors demonstrate the transformative impact these technologies have on retail operations, showing substantial improvements in availability, scalability, and development velocity. Together, these integrated approaches enable retailers to create technical platforms that can adapt to unpredictable demand, maintain continuous service availability, and rapidly deploy new features in an increasingly competitive digital landscape.

Influence of Innovative Digital Tools in Retail on the Purchasing Behaviour

Digitalization is fundamentally changing the retail sector, presenting both companies and customers with new challenges and opportunities. Innovative digital tools, such as self-checkout systems, are becoming increasingly important and are not only influencing process efficiency but also the purchasing behaviour of consumers. This study examines the impact of digital innovations on the purchasing behaviour of customers in the retail sector and shows how modern technologies can supplement or even replace traditional structures. The aim of the study is to develop a deeper understanding of which factors promote or prevent the acceptance of digital systems and how these can be successfully integrated into practice. The study combines theoretical approaches with empirical findings in order to derive practical recommendations for the retail sector. Therefore, this study involves first observations in a supermarket aimed at capturing and interpreting consumer experiences in their natural context. Second a customer survey is conducted in the same supermarket. The findings reveal a picture of how digital tools, particularly self-checkout systems, influence customer purchasing behaviour in retail. In summary, while self-checkout systems offer significant benefits, their successful integration requires a balanced approach that addresses the diverse needs of all customer groups. By addressing these needs, retailers can maximize the efficiency and customer satisfaction of digital tools, ensuring their acceptance and long-term success in a rapidly evolving retail landscape.

Leveraging Technology for Employee Performance: A Study on the Role of Digital Tools in Retail HR Practices

Abstract: This study examines the adoption and impact of digital HR tools in the retail sector, focusing on their effectiveness, implementation challenges, and optimization strategies. Through a comprehensive analysis of employee perceptions and organizational factors, the research reveals that digital HR tools are generally viewed as beneficial, particularly for performance tracking and skill enhancement. Larger retailers with greater resources show higher success rates in implementing SMAC technologies, while adoption barriers like resistance to change and data privacy concerns persist uniformly across all retail segments. Employee experience significantly influences adaptability, with structured digitalization strategies proving most effective. The study confirms the reliability of digital HR measurement tools but highlights diverse employee experiences, emphasizing the need for tailored implementation approaches. Key findings suggest that organizational size and workforce experience are critical determinants of success, whereas job roles and retail sectors show minimal differential impact. The research provides actionable recommendations for retail managers, including prioritizing cloud-based solutions, addressing universal privacy concerns, and customizing training based on employee tenure. These insights contribute to both academic discourse and practical HR management, offering a foundation for future studies on digital transformation in retail workforce optimization. Keywords: Digital HR tools, Retail workforce, SMAC technologies, Organizational performance, Change management, Employee experience.

Financial Analysis of Retail Business: A Study of Performance and Profitability of K. Rajendra Traders, Solapur

Abstract This research study provides a comprehensive evaluation of the financial performance and profitability of K. Rajendra Traders, a prominent retail business operating in Solapur, Maharashtra. The firm, which deals primarily in general merchandise and daily consumables, has shown notable growth in recent years. By analyzing financial data from 2019 to 2023, the study focuses on assessing key financial aspects such as profitability, liquidity, solvency, and operational efficiency through ratio and trend analysis. The findings underscore a sustained positive trend in earnings, strong liquidity buffers, prudent debt management, and efficient resource utilization. The study concludes with strategic recommendations to enhance financial performance and ensure long-term stability and competitiveness in the retail sector.

A Cautious Approach Towards the Application of Team Misconduct - South African Commercial Catering and Allied Workers Union v Makgopela (2023) 44 ILJ 1229 (LAC)

The reality faced by the labour market is that employees are prone to committing acts of misconduct from time to time at the workplace. In case of an unexplained stock loss at the workplace however, it becomes difficult for the employer to show on a balance of probabilities that each individual employee was involved in the commission of the offence, before disciplinary action can be validly taken. Consequently, the concept of team misconduct was introduced to deal with the generic dilemma which confronts an employer who has clear evidence of stock loss but is unable to identify the perpetrators of misconduct. The evidential difficulty posed by dismissal for misconduct in circumstances where the primary misconduct has been committed by a group of employees has disseminated the concept of team misconduct. In light of the above mentioned, the recent Labour Appeal Court in SACCAWU v Makgopela has contributed to the elucidation of the notion of team misconduct in the workplace. The court maintained that guilty by association has no place in our law. For an employer to safely rely on team misconduct a factual basis must be established to infer that all employees were indivisibly culpable as members of the team for failing to ensure compliance with the employer's rule. Accordingly, the Labour Appeal Court can be lauded for precisely evaluating the evidence presented and all relevant factors which exonerated the applicants from team misconduct . This case note calls for a critical analysis of the impact of shrinkage in the retail sector, application of team misconduct, practical methods for securing evidence in team misconduct cases as well as the cautionary approach adopted by Savage AJA in the Labour Appeal Court judgement.

Effect of Information Technology on Product Management: A Case Study of Supermarkets in Lagos State, Nigeria

Aims: This paper explores the relationship between business operations and Technology (IT) effectiveness. Study Design: A descriptive survey and case study approach were used to collect quantitative and qualitative data from supermarkets in Lagos State. The study examined how these businesses adopt IT tools—such as POS systems, inventory management software, and barcode/RFID technologies—to manage product lifecycles from procurement to sales. Key product and marketing indicators like inventory accuracy, product availability, customer satisfaction, and stock rotation were analyzed. Data was collected through structured questionnaires, interviews with store managers, and on-site observations, then analyzed using descriptive statistics and correlation analysis to understand the role of IT in product and marketing performance. Place and Duration of Study: Conducted in selected supermarkets in Lagos State—Nigeria’s leading retail and commercial hub—this study spanned six months, from October 2023 to March 2024, covering research design, data collection, analysis, and report writing. Methodology: A two-stage sampling approach was used. Lagos State was purposively selected for its high concentration of supermarkets actively engaging in Digital Transformation. In the second stage, 87 supermarkets across five administrative divisions were randomly chosen to represent the sample. The aim was to assess the impact of IT adoption on business operations related to product management and marketing efficiency. Analysis: Structured questionnaires captured data on firm characteristics, awareness, and perceptions of digital technologies in marketing and product management. Descriptive statistics were used to interpret the data, while Tobit regression measured the effects of IT tools on sales performance and marketing outcomes. Results: Adoption of POS technology significantly increased sales by approximately 92.69%, influenced by Nigeria’s shift toward a cashless economy. Use of inventory management software led to a 28.16% sales boost, reflecting improved product tracking and availability. These findings demonstrate that IT and Digital Transformation enhance product management and marketing effectiveness, making operations more competitive and customer-focused. Conclusion: The study highlights how supermarkets benefit from integrating IT into product and marketing operations, improving efficiency, customer satisfaction, and sales. However, barriers such as high implementation costs, staff resistance, and marketing inefficiencies remain. Overcoming these challenges through training, investment, and strategic alignment will further maximize the impact of Digital Transformation in the retail sector. Future research should examine other IT tools and their long-term influence on marketing and product strategies across different industries.

The Power of AI-Driven Personalization: Technical Implementation and Impact

AI-driven personalization represents a transformative force in customer engagement, utilizing advanced algorithms to deliver tailored experiences at individual levels. This article explores the architectural foundations, core algorithms, implementation challenges, evaluation frameworks, and industry-specific applications that power modern personalization systems. From collaborative filtering and deep learning networks to real-time processing engines and privacy-preserving techniques, the technological ecosystem supporting personalization continues to evolve rapidly. The discussion addresses how organizations overcome critical challenges including cold-start problems, data sparsity, and filter bubbles while measuring success through both technical and business metrics. By examining applications across e-commerce, media, finance, healthcare, education, and retail sectors, the content illuminates how domain-specific adaptations create value through dynamic pricing, adaptive interfaces, customized recommendations, and seamless omnichannel experiences.

Industry-Specific Factors and Retail Stores' Financial Health: Evidence from JSE Listed Retail Stores in SADC

This study investigates the influence of industry-specific factors on the financial health of JSE-listed retail stores in the SADC region, focusing on inventory management, operational efficiency, market share, interest rates, firm size, and leverage. Stock turnover (ST) is employed as a proxy for financial health, reflecting the ability of firms to manage resources and generate sales efficiently. Using Feasible Generalized Least Squares (FGLS) to analyse a panel dataset spanning 1994 to 2022, the findings reveal that inventory management, market share, and leverage positively and significantly impact stock turnover. Conversely, interest rates exhibit a significant negative relationship, underscoring the sensitivity of retail firms to macroeconomic conditions. The study also demonstrates the relevance of trade-off theory in explaining the relationship between leverage and financial health, emphasising the need for retail firms to balance the benefits of debt financing against its associated risks. The results provide critical insights for managers in optimising inventory management practices and capital structures to enhance financial performance. Policymakers are advised to consider the implications of interest rate fluctuations on the retail sector's stability. Overall, the study contributes to the literature on financial health in the retail industry, offering theoretical and practical perspectives on managing industry-specific challenges.

Organisational Performance as Outcome of Strategic Partnerships in the Context of Selected Quickmart Supermarkets in Nairobi City County, Kenya

Quickmart supermarket as part of the retail sector is still fragmented with 53 stores across the country that has many opportunities of few competing stores and untapped market in a Kenyan population of above 53 million. Quickmart extended its outlets in Uganda and Rwanda and has its shares listed in Uganda and Rwanda Stock Exchange, yet it has not adequately secured the high demand of products and services in the sector. This study explored the effects of strategic partnerships as an aspect of strategic objectives on the performance of Quickmart Supermarket in Nairobi City County, Kenya. The study employed a descriptive research design to target a population size of 588 respondents in six Quickmart supermarkets in the region. The sample size was 258 participants. Primary and secondary data was collected using questionnaires and secondary sources respectively. Data was utilized for analysis by employing descriptive and inferential statistics. Findings indicate a significant positive relationship between strategic partnerships and the organizational performance of Quickmart supermarkets in Nairobi City County. Business partnerships are found to drive market expansion and innovation. The study concludes that a multifaceted strategic approach significantly boosts Quickmart supermarket's performance highlighting the importance of continuous improvement and adaptation in a competitive retail environment.

AN EMPIRICAL ANALYSIS OF ROUTE-TO-MARKET POLICY IMPACTS, REGULATORY ASYMMETRY AND FORMAL VALUE CHAIN VIABILITY IN ZIMBABWE'S DICHOTOMOUS RETAIL ENVIRONMENT

his paper empirically dissects the intricate dynamics of the inter-relationship between Route to Market (RTM) regulations and the deteriorating competitive dynamics of the formal retail value chain within Zimbabwe's acutely challenging and highly informalized economic landscape. This occurs within the context of continued macroeconomic volatility and considerable policy uncertainty. The study examines how an intersection of onerous RTM related compliance costs, validated through document review confirming complex VAT and customs procedures, fierce asymmetric competition with a dominant informal sector, described by interviewees as operating with impunity on a fundamentally different cost structure, and pervasive supply chain vulnerabilities undermine the operability of formal retail. Employing a mixed-methods design comprising document analysis, in-depth interviews with key industry stakeholders and survey data from formal retailers (N=120), the study quantifies the perceived severity of these pressures. Quantitative results confirmed informal competition as the most severe challenge (Mean=4.7/5) and VAT compliance as the most burdensome regulation (Mean=4.5/5). Regression analysis indicated that the heavy cost of compliance (β = -0.25, p<.01) and the perceived intensity of informal competition (β = -0.41, p<.001) are significant negative predictors of overall competitiveness. Qualitative insights highlighted a relentless trail of compliance requirements consuming significant resources. In addition, the analysis points to policy incoherence by raising the possibility that continued formalization efforts, such as wholesale access restrictions linked to tax compliance, could disproportionately affect smaller formalized firms, a finding supported by ANOVA results (F(2, 117) = 5.82, p <.01) showing a significantly higher negative impact on smaller formal retailers. The study concludes with policy prescriptions aimed at regulatory and policy rationalization, improvement in policy predictability, and addressing major fundamental enabling environment deficits, alongside strategic managerial implications for improving adaptability and potentially leveraging technology (β = 0.19, p<.05) within the formal retail sector. Keywords: Route to Market (RTM), Value Chain Competitiveness, Retail Sector, Zimbabwe, Formal Economy, Informal Economy, Distribution Channels, Supply Chain Management, Economic Policy, Mixed Methods.

EFFECT OF MARKETING MIX STRATEGY 4PS ON CONSUMER BUYING DECISION IN W FOUR UNIPESOAL SUPERMARKET LDA MUNICIPIO DILI, EAST TIMOR

Economic development in Timor-Leste requires the private sector to grow and diversify to support sustainable economic progress. Without well-implemented policies and programs that promote private sector development, the country risks losing the opportunity to manage secure and sustainable sources of wealth. This research aims to analyze the influence of the marketing mix 4Ps strategy (product, price, place, and promotion) on buyer decisions at Supermarket W Four Unipessoal Lda, Dili Municipality, Timor Leste. The benefits of this research are that it expands knowledge regarding consumer behavior influenced by marketing strategies in the retail sector in Timor-Leste. This study employed a qualitative research design, with data collected through purposive sampling of 10 respondents. The data collection process occurred from September 10, 2023, to October 31, 2023. Data were gathered using interviews and observations, and the analysis was conducted using the Miles and Huberman model, which emphasizes qualitative descriptive analysis. The findings of this study indicate that all elements of the 4Ps marketing mix significantly influence buyer decisions, with the product and price variables being the most dominant factors in the purchasing process. Promotion and place factors also play important supporting roles. The conclusion drawn from this study is that an effective marketing mix strategy can enhance buyer decisions and overall business performance. The implication of this research suggests that Supermarket W Four Unipessoal Lda needs to continuously improve the quality of its products and implement innovative marketing strategies to remain competitive in the growing retail market of Timor Leste.

Managing Flexible Capacity in Service Systems with Worker Shortages

Problem definition: We study innovative capacity-planning strategies for service systems that encounter significant challenges in maintaining service quality because of worker shortages, a prevalent and growing issue across healthcare, retail, customer service, and other labor-intensive sectors. Methodology/results: Using a stylized queueing model representing a centralized service system, we propose a multistage staffing strategy utilizing capacities of various flexibility. Accounting for demand uncertainty and limited worker supply, our model prescribes dynamic staffing decisions, including long-term base staffing, short-term agency staffing, and the allocation of agency staffing in real time. We establish the convexity of the exact cost functions under a reasonable assumption of customer patience. To gain further insights, we characterize approximate solutions under stochastic fluid approximation. We then leverage these approximate solutions to quantify the benefits of flexible capacity in mitigating worker shortages, specifically by analyzing server utilization and cost reduction. A case study using hospital data validates the effectiveness of our staffing solutions; the annual cost reduction can reach at least half a million dollars by switching from independent agency staffing to pooled agency staffing if their unit staffing costs are comparable. Managerial implications: Our study demonstrates that incorporating flexible capacity alleviates heavy utilization of long-term capacity, preventing worker burnout in understaffed systems and ultimately improving the quality of service in the long run. In addition, employing flexible capacity effectively reduces system cost—a combination of staffing and delay costs that reflects the severity of shortages. In terms of cost reduction, a pooling strategy proves to be particularly advantageous when the demands of service units are volatile and countermonotonic. Interestingly, because pooling induces high server utilization (which likely further reduces congestion), a pooling strategy may recommend a higher total capacity than an independent staffing strategy, contrary to the common wisdom that pooling reduces resource requirements. Supplemental Material: The online appendix is available at https://doi.org/10.1287/msom.2022.0271 .

Enhancing shopping mall relevance with Islamic principles: shoppers’ satisfaction and revisit intentions via social media celebrities

Purpose This paper aims to consider the dimensions of shopping mall relevance, including “functional, symbolic, social and environmental relevance”, and expands the framework by introducing a new dimension of Islamic relevance which is particularly important in the malls within Islamic countries. This study examines their influence on shoppers’ satisfaction, which subsequently influences revisit intentions. Furthermore, this study tests the moderation influence of social media celebrities (SMCs) in the link between shoppers’ satisfaction and revisit intentions and contributes to the literature on consumer behaviour in the Islamic retail sector. Design/methodology/approach This study employed a mall intercept survey methodology to collect data from shoppers who were shopping within the mall premises. It obtained 426 acceptable questionnaires from mall patrons across three cities in Pakistan: Islamabad, Lahore, and Karachi. In addition, hypotheses were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings Findings show that functional, symbolic, social, environmental and Islamic relevance significantly enhance shoppers’ satisfaction. This satisfaction, in turn, positively affects their intention to revisit. Furthermore, the presence of SMCs moderates the relationship between shoppers’ satisfaction and their intention to revisit. Originality/value The study pioneers in broadening the mall relevance model by incorporating an Islamic perspective and applying Stimulus-Organism-Response (S-O-R) theory to explain shoppers’ behaviour. It shows that mall relevance (stimulus) affects the shoppers’ satisfaction (organism), which in turn influences the revisit intentions (response), with the moderating influence of SMCs as an external stimulus on this link. The findings offer valuable insights for mall administrators, highlighting the importance of functional, symbolic, social, environmental, and Islamic dimensions to enhance shoppers’ satisfaction. Moreover, the study underscores the significant role of SMCs in elevating both shoppers’ satisfaction and revisit intentions based on S-O-R theory.

3D VIRTUAL TRAIL ROOM

The rapid evolution of e-commerce has amplified the demand for innovative, immersive user experiences, especially in the fashion retail sector. This paper presents the design and development of a Virtual Trial Room, a web-based application that utilizes real-time computer vision techniques to allow users to virtually try on clothes and face accessories. Leveraging the capabilities of a standard laptop camera, the system detects human faces and body features using the Haar cascade classifier, and overlays selected products onto the user’s live video stream. This interactive platform is built using Python and integrates several powerful libraries including OpenCV for computer vision, Pillow for image manipulation, Flask for web framework development, and Flask-SocketIO for real-time bi-directional communication. The application supports user authentication, product selection, cart management, and a "Try On" feature that functions as a virtual mirror.The system architecture is optimized for scalability, maintainability, and portability, ensuring ease of deployment across different environments. Furthermore, a MySQL database is integrated for managing user and product data, while PyOTP adds an extra layer of security through One-Time Password verification. The project adheres to a modular design approach, promoting maintainability through well-documented code, consistent naming conventions, and reusable components. Experimental deployment confirms that the application maintains high availability and performance under varying loads. The proposed system showcases the potential of combining machine learning, computer vision, and web technologies to transform the digital retail experience, offering customers a practical and engaging alternative to physical trial rooms

OPTIMIZATION OF INDOMARET'S BUSINESS STRATEGY IN JAKARTA THROUGH DATA MINING AND INFORMATION SYSTEM TECHNOLOGY

This study aims to analyze the number of Indomaret outlets in Jakarta by utilizing informationsystems technology and data mining techniques. Using quantitative data from 500 Indomaretlocations, the analysis was conducted to identify distribution patterns and the factors influencingoutlet growth. Clustering and linear regression methods were employed to evaluate the relationshipbetween the number of outlets and demographic and economic variables, such as population density,per capita income, and distance from the city center. The analysis results indicate a significantrelationship between population density and the number of Indomaret outlets, with a regressioncoefficient of 0.75 (p < 0.01), meaning that every increase of 1,000 people in population density isassociated with the addition of 3 Indomaret outlets. Clustering analysis also identified three strategiclocation groups with high growth potential. The main contribution of this research lies in integratingdata mining methods with spatial analysis to understand modern retail expansion in urban areas—anapproach that is still rarely explored in previous studies. These findings not only enrich the literatureon data-driven retail location analysis but also provide practical insights for industry players informulating data-based expansion strategies. This research offers valuable insights for Indomaret’smanagement in making strategic decisions regarding expansion and store placement, demonstratingthat the use of information systems and data mining is effective in supporting quantitative analysisfor business development in the retail sector.

Accelerating retail digital transformation through CI/CD automation

Digital transformation initiatives in the retail sector can be significantly accelerated through CI/CD automation, supporting rapid development and deployment of retail applications. This article examines how enterprise-scale retailers implement custom CI/CD pipelines built upon open-source foundations, typically leveraging customized source code management systems, in-house continuous integration platforms based on open-source frameworks, and extended artifact repository solutions. The paper discusses deployment automation strategies that enhance velocity and consistency across complex retail technology landscapes. It also highlights the impact of comprehensive observability implementations in optimizing operational efficiency. This industry overview provides practical insights into leveraging CI/CD automation for retail digital transformation.

Transforming E-commerce and Retail: The impact of machine learning on personalization, intelligent merchandising, and discovery experiences

The retail and e-commerce sectors are being reshaped by machine learning technologies that enhance customer experiences and optimize business operations. This article delves into how ML applications, particularly in search discovery systems and cloud technologies, are revolutionizing three key areas: personalization, intelligent merchandising, and innovative discovery experiences. Through advanced data processing capabilities, retailers can now deliver tailored shopping experiences, optimize inventory management, and create seamless omnichannel environments. These technological innovations enable more precise demand forecasting, dynamic pricing strategies, and sophisticated product discovery through visual and voice interfaces. Despite implementation challenges such as data quality issues and privacy considerations, emerging trends like federated learning, generative AI, autonomous retail systems, and multimodal understanding promise continued transformation of the industry landscape, offering retailers opportunities to enhance customer satisfaction while improving operational efficiency.

The distance between sustainability store image and store identity inside grocery stores

PurposeThe aim of the present work is to understand the definition shoppers give to the concept of sustainability in general and in the retailing grocery sector and which are the variables they consider more relevant in assessing the sustainability image of a store and which are not included in the evaluation process.Design/methodology/approachThe focus groups provided a platform for participants to discuss key concepts of sustainability and the sustainable strategies implemented by retailers. Participants were then asked to identify their habitual store and, during their next shopping trip, take pictures of anything they perceived as sustainable. These images were later discussed in a follow-up focus group. Store checks were carried out to compare the in-store sustainability marketing strategies employed by retailers (measured in terms of presence or absence) with those noticed by participants.FindingsResults show that shoppers claim to look for bulk products, products without reduced package; information about the origin the products; organic and fair-trade products, information and signs that help finding sustainable products inside the store.Originality/valueThe paper attempts to enrich the understanding of the sustainability concept in the grocery retailing sector focusing on the perceptions of the shoppers about how a sustainable retailer manages the retail mix and which are the variables managed inside the store that contribute to the perceived sustainability image.