This special issue examines how retail is being transformed by technology while questioning whether human-centred principles remain central. Building on Levitt's marketing myopia concept, it seeks research exploring how trust, experience, emotion and social interaction can be preserved within digitized retail environments.
The issue welcomes both conceptual and empirical research on retail transformation across physical, digital and hybrid contexts, with emphasis on human-centred approaches, AI integration, service innovation and societal value creation. Submissions must demonstrate strong theoretical grounding and broader relevance to international retail scholarship rather than narrow local focus.
Contributions should address practical implications for retailers and policymakers, maintain methodological rigor and originality, and avoid excessive reliance on generative AI. The issue welcomes diverse methodological approaches and aims to provide insights into retail's future role in society and consumer life.