Retail Innovation

The retail sector is currently one of the industries most affected by the impact of digitalization. Consumers' shopping behavior and competition from online retailers are putting it under pressure. At the same time, these trends are also influencing the cityscape. Many cities are already struggling with a significant drop in footfall in their city centers and the resulting reduction in space and vacancies. This calls for experimentation, courage and resources to innovate retail business models. On the one hand, these innovations can offer customers differentiated added value and, on the other, counteract the shortage of skilled workers.
 

We are researching how experimentation with new, digital approaches is possible in the retail sector on a permanent and sustainable basis. The focus here is on the use of technologies and innovative concepts. This is not just about the future viability of individual companies: Our research pays just as much attention to a lasting local supply, to maintaining competition and the vibrancy of our city centers, which are affected by the negative coupling effects of a shrinking retail sector. Our goal is to successfully support the retail sector with digitalization, make it resilient and thus maintain the quality of life in our cities and communities.

What we are researching:

Retail Innovation & Human Factors:

• Ideation and Prototyping (Human-Centered App Design (ISO 9241-210))
• Effectiveness and acceptance evaluations (UUX testing)
• Change management and acceptance promotion
• Analysis of the impact of new technologies or specific technical solutions from a human perspective

Retail Innovation & User Centered Design:

• Context of use analyses and specification of the usage requirements of new technological solutions and services
• Participatory development processes with all stakeholders
• Iterative prototype development and testing in real application contexts