Socio‐cultural retailing: what can retail marketing learn from this interdisciplinary field?

Purpose – The purpose of this paper is to contribute to the on‐going cultural turn in retail marketing by offering an overview of the interdisciplinary field of socio‐cultural retailing and discussing how this body of work can contribute conceptually, methodologically and substantively to the field of retail marketing. Design/methodology/approach – This paper is based on a literature review of socio‐cultural retail studies in marketing, cultural geography, sociology, and anthropology. The literature is analysed in relation to the substantive, conceptual and methodological domains of retail marketing. Findings – Drawing on the literature review, the authors argue that socio‐cultural retail studies can contribute to the field of retail marketing substantively, conceptually and methodologically, thus broadening its current scope and domains. Originality/value – This paper provides an overview of an interdisciplinary field and identifies how it can contribute to the field of retail marketing. It is valuable for retailing researchers interested in socio‐cultural approaches to the study of contemporary retailing.