THE FUTURE OF RETAIL IN THE DIGITAL AGE: A SYSTEMATIC LITERATURE REVIEW ON TECHNOLOGICAL INNOVATIONS AND EVOLVING CONSUMER EXPERIENCES

Kenny Ryans Alexia; Benedictus Lysander Tristan Setiawan

Authors

Kenny Ryans Alexia Universitas Bunda Mulia, Indonesia Author
Benedictus Lysander Tristan Setiawan BINUS University, Indonesia Author

Keywords:

Artificial Intelligence, Augmented Reality, Consumer Experience, Data Analytics, Digital Retail

Abstract

This study presents a systematic literature review examining how technological innovations are reshaping the retail landscape and influencing consumer experiences in the digital age. As retailers confront increasing digital demands, the adoption of artificial intelligence (AI), augmented/virtual reality (AR/VR), and advanced data analytics has emerged as a strategic necessity. The review synthesizes findings from 29 peer-reviewed articles published between 2020 and 2025, selected using a defined set of inclusion and exclusion criteria from the Scopus database. Using PRISMA guidelines and VOSviewer for bibliometric mapping, the analysis reveals three central themes: AI’s role in driving personalization and operational efficiency, AR/VR’s influence on immersive shopping experiences, and the strategic application of data analytics in omnichannel retailing. While these technologies offer transformative potential, challenges such as data privacy, system integration, and digital trust remain significant. The study concludes by emphasizing the importance of aligning digital transformation efforts with consumer expectations, ethical standards, and organizational readiness. These findings offer valuable insights for scholars, practitioners, and policymakers seeking to navigate and optimize the evolving dynamics of retail in an increasingly digital environment.

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