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NTU Management Review Vol. 34 No. 3 Dec. 2024

advanced from independent pieces of hardware to connected, layered labeling solutions,
such as hardware, data, application, services, and other solutions. The collaboration and
transformations among actors in the ecosystem evolve the organization’s traditional
processes, structures, and capabilities. It changes how actors work and collaborate in

the ecosystem. It enables the retail ecosystem to co-evolve into a tech-savvy new retail
ecosystem where data and analytics can accurately predict the operational performance
of products or systems and enhance the customer experience. The feedback loops in the

ecosystem are strengthened as more actors join in for value co-creation, resulting in a
completely new retail ecosystem.

4.3.2 Information Density
Unbundling and rebundling product and price information can also aid in store

operations. To achieve this benefit, retailers should be able to rebundle product information
with geolocation information. Geolocation can help retailers have information about shelf
arrangement and management. Further, to benefit from this automatic operation, retailers

should be able to collaborate with other technology complementors to provide an AI
camera. Implementing an AI camera can extend ESL utilization to understand the shelf
arrangement and provide feedback when misarrangements happen. Furthermore, an AI
camera can provide real-time automated inventory management and share information
with supply networks through an API.

Meanwhile, product and price information becomes more complex through
unbundling and rebundling the information from internal and external sources. Once
this information becomes complex and the new density has been established, retailers

should be able to specialize in the information through outsourcing or relieving other
actors within the ecosystem. Information specialization through outsourcing can thus help
retailers shift their existing business models. Retailers can connect marketing and sales
departments with existing value chain networks using a single communication channel
and bundling various customer touchpoints. Retailers can shift their business models

by integrating information, touchpoints, and value chain networks within their structure
and knowledge. The implementation of ESL triggers this integration by digitizing the
information, unbundling and rebundling enterprise-wide information, and specializing in

information outsourcing.

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