Regarding investments in technology and innovation, most companies have undertaken projects over the past 3–5 years primarily focused on process digitalization, automation of operations, and the launch of new products or services. Almost all companies are still exploring opportunities in these areas. The most common objectives pursued have been energy efficiency, improving customer experience, and expanding the product portfolio. Investment intensity in research and development is moderate, with most companies allocating between 1% and 3% of their turnover to such initiatives, and only one case exceeding the 5% threshold. For the next three years, investment directions remain consistent: digitalization and digital transformation are top priorities for nearly all companies, followed by sustainability and the adoption of emerging technologies such as artificial intelligence and the Internet of Things. The analysis highlights clear investment priorities in the retail sector, focused on digitalization and sustainability. Companies are directing their efforts toward emerging technologies, automation, and digital solutions to improve operational efficiency, while also making substantial investments in ESG initiatives. Digital innovation—particularly through the development of platforms, mobile apps, and partnerships with tech startups (including AI)—is the main driver of transformation in retail. Human capital development is becoming essential to support these transformations, given the challenges related to the shortage of skilled personnel. Strategic directions are converging toward a more efficient, responsible, and competitive business model in which technology and social/environmental impact complement each other to support long-term sustainable growth. The Retail Trade in Non-Specialized Stores sector (NACE 4711), dominated by major food retail chains, is making significant progress in integrating ESG (Environmental, Social, Governance) principles, actively contributing to the sustainability and resilience of Romania’s economy. Companies in this sector have adopted coherent strategies to reduce environmental impact, support communities, and ensure responsible governance, allocating significant budgets to projects with social and ecological impact. The ESG analysis revealed key areas of action such as education, environmental protection, support for vulnerable communities, investments in green energy, and the circular economy. Investments in operational and logistical efficiency, though not explicitly emphasized in all responses, are evident through implemented digitalization and automation projects: the introduction of self-checkout systems, ERP systems, and data centralization initiatives are concrete examples that contribute to cost reduction and increased productivity. These initiatives respond to the growing need for process optimization in an increasingly competitive environment.
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