How far is too far for retail innovation?

Professor Saibal Ray, academic director of the Bensadoun School of Retail Management, is concerned that the ongoing rise in retail technologies like self-checkout kiosks and smartphone-based order facilities may backfire as some shoppers find these features inconvenient and frustrating. While technology has proven useful for navigating social distancing guidelines, it can only go so far before it disrupts people’s sense of comfort and control, he says.