The new retail paradigm – managing change in retail industry through supply chain and technology

Technology is changing the worldwide retail business landscape including Malaysian retailers and the growth of the method of online shopping, physical store has seen a decrease in visits and sales of customers, leading retailers to redefine the position of this channel order to contradict its extinction's growing pattern. While in the Malaysia, the increase of customers facing the technologies in physical store of fast-moving consumer goods companies such as Tesco, Aeon, Econsave and Giant is not phenomenon. This trend of technology is beginning of new retail paradigm through changes is technology adaption. Therefore, the need arises to fill the gaps in Malaysia's marketing research on the motives of retailers to introduce these new elements in stores, the tactics behind them, the innovations and the results obtained. This study therefore examines the strategies of supply chain retailers, economies, store operations and inventories of customers facing store technology resulting from the visit of flagship stores in Malaysia. The outcome of this study provides an understanding of the current retail scenario among retailers in Malaysia, recognizes similarities and differences, discusses the country's learning points that present a lower level of development and also highlights the research opportunities for the future that could enrich Malaysia's marketing literature and also help retailers grow of innovative and physical store strategies.