Key research themes
1. How are technological advancements reshaping the customer experience and operational efficiency in modern retail?
This research theme explores the integration and impact of emerging technologies in retail environments, focusing on how innovations like AI, digital signage, smart fitting rooms, and omnichannel systems transform consumer interactions, operational workflows, and the overall retail experience. It addresses both the opportunities and challenges of embedding technology, highlighting strategies for technology adoption and hybrid models enhancing legacy systems.
2. How do contemporary retail formats and spatial practices influence consumer behavior and market dynamics?
This research area investigates the sociocultural and spatial dimensions of retail environments such as supermarkets, department stores, and shopping malls. It emphasizes the ways retail spaces are deliberately designed and managed to shape consumer decision-making, social identities, and consumption practices. The theme also explores location strategies, micromarketing merchandising, and mall attractiveness as factors influencing the retail landscape.
3. What strategies do local and emerging market retailers employ to compete with and adapt to globalization and changing supply chains in modern retail?
This theme covers the interaction between local retailers and international market entrants, the role of producer companies and collective action in supply chains, and sustainable retailing models like second-life retailing. It highlights how retailers in emerging markets defend their local positioning through strategic emulation, adaptation, and supply chain innovation while also responding to sustainability and reverse logistics trends.