Retail innovation: perceptions, management, and challenges of a systematic approach

The retail industry is looking for new ways to compete as digitalization and non-traditional actors are changing the game. In an industry where constant improvements are key and studies of innovation management are scarce - this qualitative study of four retail firms addresses how innovation is currently perceived and managed. As a result, we have found that innovation is an uncommon theme and there is no systematic approach to innovation management. Furthermore, despite retailers’ proximity to end users, the customer perspective is surprisingly limited, idea development is present but without clear criteria for selection and prioritization from an innovation point of view. For future research, we point to an interesting avenue for retailers as a “hub” for innovation, given their position in the value chain, acknowledging the need for a more strategic and systematic approach