This academic paper aims to explore the role of technological innovation in merchandising and its impact on consumer behaviour and retail performance. The study uses a systematic review and metaanalysis approach to collect and analyse existing research articles, industry reports and case studies related to technological innovation in merchandising. A comprehensive search strategy is used to identify relevant literature sources and rigorous inclusion and exclusion criteria are applied to select high quality studies for analysis. The results of the systematic review and meta-analysis demonstrate the significant impact of technological innovation on various aspects of merchandising. These include improvements in inventory management, supply chain logistics, product presentation and customer engagement. In addition, the integration of technology into merchandising strategies was found to enhance the customer experience, increase sales conversion and improve overall retail performance. The findings of this study have practical implications for retailers and marketers seeking to leverage technological innovation in their merchandising strategies. It highlights the importance of embracing emerging technologies such as augmented reality, virtual reality, mobile applications and smart devices to create immersive and interactive shopping experiences. Retailers can use these technologies to improve product discovery, provide personalised recommendations and streamline the buying process. In addition, the study highlights the need for continuous adaptation and investment in technology to remain competitive in the evolving retail landscape. This research contributes to the existing body of knowledge by systematically synthesising the available evidence on the role of technological innovation in merchandising. It provides valuable insights into the potential benefits and challenges associated with the adoption of new technologies in the retail sector. This study serves as a valuable resource for academics, practitioners and policy makers interested in understanding and harnessing the power of technological innovation in merchandising.