ISBN: 978-93-94174-93-1

Redefining Retail Management: Trust, Technology, and the Human Algorithm in Post-Digital Commerce

Assistant Professor, Shrimathi Devkunvar Nanalal Bhatt Vaishnav College for Women, India

The retail management world is changing dramatically. In today's society, retail management is shifting from being consumer-centric to being technology-centric and as this happens, new technologies, such as Artificial Intelligence (AI), Data Analytics, and Algorithmic Systems (which will be referred to as the "Human Algorithm") have all been purposely designed to help retailers better understand how consumers purchase. Trust is one of the most important assets a retailer has because it is the foundation from which long-term relationships can be built between retailers and consumers. Once trust and purchase behaviors are verified through the use of technology, the next area of research examines how retailers can use both technological and emotional/ethical variables to build a trust-based relationship between them and their customers when providing transparent, customized, and sustainable value. Next, this research investigates how the use of technology (such as automation, smart tools, etc.) may impact the extent to which human judgment drives customer loyalty and interaction with brands creating value over the long term. Finally, based upon the findings of this research, the chapter provides a framework to help retailers integrate trust-based technology and human insight to create a transformed retail experience. These contributions inform the emerging discourse around the post-digital commerce era by providing actionable recommendations for retailers to successfully navigate the complexities of the post-digital marketplace by providing all consumers with increased trust and competitive advantages as the marketplace continues to become even more driven by Algorithms.

*Corresponding author; e-mail: lubnasadiyah@gmail.com

Cite this Chapter: Mubina, B. and Shruthi, K. 2026. Redefining Retail Management: Trust, Technology, and the Human Algorithm in Post-Digital Commerce. In: Dr. Lubna Suraiya Dr. P. Kanchana (Eds.). Commerce Reimagined: The Future of Trade and Transactions (Vol-IV). Excellent Publishers, India. pp. 33-49. doi: https://doi.org/10.20546/978-93-94174-93-1_4_3