Study Finds Retail Technology Works Best When Supporting Frontline Employees

A recent study by researchers from GIM, IIM Ranchi, and the University of Missouri highlights that retail technology is most effective when it supports frontline employees rather than replacing them. The research, published in the International Journal of Sociology and Social Policy, emphasizes that strategic choices shaped by social and technological contexts guide HR strategies and technology adoption. Simply adopting global retail technologies often fails in diverse Indian retail settings. Tailored technology enhances sales, customer engagement, and operational efficiency by empowering staff according to store-specific factors like location, customer traffic, and labor intensity.