THE CONTRIBUTION OF INNOVATION TO SIMPLIFYING THE SHOPPING EXPERIENCE IN RETAIL

Abstract

This article aims to analyze how innovation can simplify the shopping experience in retail. It discusses the sector’s development, the customer journey, and the use of resources such as e-commerce, mobile apps, digital payments, self-service, and the integration of physical and digital channels. This is a qualitative, exploratory, and descriptive bibliographic study based on books and academic articles on the subject. The analysis indicates that these innovations can make shopping more convenient, faster, and easier for consumers. However, they may also create challenges, such as information overload, privacy concerns, and limited support for people who have difficulty using digital tools. The study concludes that innovation can simplify the shopping experience when it is designed around consumers’ needs and includes human assistance options.