With the shift in paradigm occurring for retailing, this paper puts out a call for academics researching in the area to take up the challenge of novel research rather than the more typical incremental research of the past and present. A thematic analysis of current retail research is presented from the four leading retail journals to identify and illustrate the incremental nature of current research and the standard retail area themes considered by academics. Following this, through seeking what is not in the current incremental research, a series of potential research areas and questions are posed, creating a novel research agenda for the field of retail marketing.
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