Retail technology works best when it supports, not replaces staff: Study

NEW DELHI: (Feb 22) Human resource technology in retail works best not when solely relying on advanced systems, but when it helps frontline employees in turning store space into a better customer experience, according to recent research.

The findings of the study conducted by researchers from the Goa Institute of Management (GIM), Indian Institute of Management (IIM), Ranchi and the University of Missouri, Kansas City, USA, have been published in the International Journal of Sociology and Social Policy.

The study found that, considering the social and technological context in which firms operate, their strategic choices shape their HR strategy, which in turn guides technology choices.