Anne L. Roggeveen

Papers

Total Citations

1,203

H-Index

About

Anne L. Roggeveen is a prominent retail marketing scholar whose research sits at the intersection of technology, consumer behavior, and the future of retail environments. Best known for her landmark 2017 paper "The Future of Retailing," which has accumulated over 1,000 citations, Roggeveen has helped shape how academics and practitioners understand the evolving retail landscape. That foundational work identified five critical drivers transforming the field, including decision-making technologies and visual merchandising, establishing a framework that continues to guide retail research today. Her contributions extend beyond broad industry trends. In her 2020 study on "Frontline Cyborgs at Your Service," Roggeveen broke new ground by examining how human enhancement technologies reshape customer–employee interactions in retail and service settings — a forward-thinking inquiry that has garnered nearly 150 citations. Her 2018 exploration of in-store marketing further demonstrates her commitment to understanding how physical retail spaces can be optimized even within increasingly omnichannel environments. With her 2024 work signaling continued engagement with technology-infused retailing, Roggeveen remains an active and influential voice in retail scholarship, offering insights that are equally valuable to researchers studying consumer experience and industry professionals navigating rapid technological change.