Where does Retail (research) go?

3. WHERE DOES RETAIL (RESEARCH)
GO?
Moderator: Jesse Weltevreden | Amsterdam
University of Applied Sciences

4. Retail Innovation Platform
24 October 2018
Dr. Jesse Weltevreden
Amsterdam University of Applied Sciences

5. Retail Innovation Platform
Thé network of Universities of Applied Sciences in The Netherlands
for practice-oriented research into retail innovation.
Focused on research and innovation of retail (related) education!
The platform is supported by sector partners such as
Thuiswinkel.org, Shopping Tomorrow, INretail, Platform de Nieuwe
Winkelstraat, the Dutch Retail Agenda and the Ecommerce
Foundation.
Sponsored by TKI CLICKNL and Stichting Innovatie Alliantie (SIA).
5

6. OUR MISSION
To make a structural contribution to innovation,
competitiveness and sustainability in the Dutch retail sector by
bundling and coordinated execution of practice-oriented
research into retail innovation within research groups, research
centres and education.
Connecting with (organisations from) the Dutch retail sector
and, together with associated partners such as TKI CLICKNL,
universities and MBO's, increasing the impact of insights and
results from research on the retail practice.
Retail Innovation Platform 6

7. Education goals
Accessible research by students
We bring students into contact with retailers by confronting them with questions from retailers
and using them as 'test team' or ‘brainstorm group'. We make the research easily accessible and
with a short project duration.
Accessibility of HBO educational institutions for the retail sector
Finding and keeping well trained staff? We will provide an overview of research, education &
training in the retail field. Research challenges of retailers will mostly be handled together and for
regional requests we share the contact details of the right knowledge institution.
Connection between universities and the sector per region
We will share the results of research, publications and theses of universities better and make them
accessible to both the education sector and the (regional) retail sector. With the new insights, a
translation will be made to practical applicability for students and the work field.
Retail Innovation Platform 7

8. Types of research projects
Retail Innovation Platform 8
Accessiblestudent
research
Expected results within 2 months
Expected results within 3 months to 2 years Expected results within 1 to 4 years
Expected results within 6 months
Graduationresearch
bystudents
Practiceorientedresearch
byexperienced
researchers
Academicresearch

9. Research agenda

10. 10Retail Innovation Platform
Joint research themes
Changing consumer
behavior & business models
Future-proof shopping
areas
Circular concepts &
sustainability in retail
Data-driven retail &
ecommerce
Skills for existing & new
talent
Customer experience & in-
store technology

11. Changing Consumer Behavior & Business
Models
Research theme 1

12. Changing Consumer Behaviour & Business Models
“Faced with a new type of consumer,
better informed and with other
expectations, retail entrepreneurs
will have to redefine the relationship
with their target groups: not just a
transaction, but an experience.”
Retail Innovation Platform 12

13. 13Retail Innovation Platform
Research projects
From pop-up store to
Local Hero
“The Lab Fygital is a project of Rotterdam
University of Applied Sciences in which Rotterdam
Retailers, industry organisations, designers,
technologists, Retail talents and students participate
in experiments and debates about the future of
Retail.”

14. Future-proofshopping areas
Research theme 2

15. Future-proof shopping areas
“Shopping areas, both in towns and
villages, will have to develop
(collective) strategies to remain vital
and vibrant in the future. What role do
retailers, local government, property
owners and other stakeholders need to
play in this transformation process?”
Retail Innovation Platform 15

16. 16Retail Innovation Platform
Research projects
Food and
beverage services in
shopping areas
High-tech
city
monitoring
De ondernemende
binnenstad
Gastvrijheid
in de
binnenstad

17. Circular concepts and
sustainability in retail
Research theme 3

18. Circular concepts and sustainability in retail
“Consumers increasingly expect companies
to make their products, services and
processes more sustainable. What will be
the impact of this trend on the retail sector?
How can a retail business model, for
example through material reuse, waste
reduction or circular design, simultaneously
pursue economic and social goals?”
Retail Innovation Platform 18

19. 19Retail Innovation Platform
Research projects
MYOMY future pop-up storeThe applicability of the sharing
economy in the fashion industry

20. Data driven retail & Ecommerce
Research theme 4

21. Data-driven retail & ecommerce
“For many retailers, (cross-border) e-
commerce and omni-channel activities
offer both opportunities and threats.
How can they use the generated
(customer) data effectively for their
marketing and operational processes?”
Retail Innovation Platform 21

22. 22Retail Innovation Platform
Research projects
Small business, big data Cross-border Ecommerce

23. Skills forexisting & newtalent
Research theme 5

24. Skills for existing & new talent
“Where retail is changing, retailers
(entrepreneurs, managers and
employees) cannot stand still. Which
(new) skills do retail entrepreneurs and
employees need and which smart
learning tools can be used to remain
competitive?”
Retail Innovation Platform 24

25. Research Projects
Retail Innovation Platform 25

26. Research projects

27. Customer Experience
and in-storetechnology
Research theme 6

28. Customer Experience and in-store technology
“Technology can enrich the store
experience, from VR, or RFID, to
interactive fitting mirrors. This theme
provides retailers with insights into
which in-store technologies have
noticeable effects on the customer
experience/satisfaction and business
performance.”
Retail Innovation Platform 28

29. 29Retail Innovation Platform
Research projects
Interactive Robots
Meer bezoekers naar
mijn winkel
Moments of
truth analysis

30. Retail Innovation Platform
Working together on a future-
proof retail sector!
www.retailinnovationplatform.com
@innovatieretail
linkedin.com/company/retail-innovation-platform

31. INNOVATING A SECTOR WITH NEW
SKILLS
Anja Overdiek | The Hague University of Applied
Sciences

32. Innovating a sector with new skills
Anja Overdiek
www.futureproofretail.nl

33. Disruptive change in the sector
The Retail Transformation, Deloitte, 2015
www.futureproofretail.nl

34. Powered by SDF
www.futureproofretail.nl
Consortium Future-Proof Retail –
started in mei 2018

35. Approach: Design-led solution labs
→ Which skills do retailers
themselves want to develop?
→ Which environments (physical
& digital) and
which tools can engage them
in learning?
www.futureproofretail.nl
• Regional labs focused on different groups
of retailers (entrepreneurs, employees,
fashion or food retail)
• Powered by students
• Iteratively re-designed by researchers

36. Overall research goals
www.futureproofretail.nl
Bron: frogdesign.com Bron: trajectify.com
For municipalities & city managers For retailers & employees
For the sector: Insight in 21st Century Retail Skills

37. www.futureproofretail.nl
Six labs... and more to come

38. www.futureproofretail.nl
Innovation Networks
Christine de Lille
Sustainable Talent
Development
Ellen Sjoer
Creating 010
Paul Rutten
Ondernemen in
Verandering
Alexander Grit
Innovatief
Ondernemen
Steven de
Groot
Research powered by

39. “How can the design of a living lab engage
retailers to actively interact with ‘future
retail’ environments and tools?”
www.futureproofretail.nl
Gabriela Bustamante (HHS) &
Peter Troxler (HR)

40. Iterative re-design of the labs
www.futureproofretail.nl
Gabriela Bustamante
(IDE, HHS)

41. Rainer Hensel
(Entrepreneurship, HHS)
www.futureproofretail.nl
“What are entrepreneurial 21st century skills?
How are these skills affected by engaging in labs?”
(quantitative research across all labs)

42. www.futureproofretail.nl
April – Oct.2019
Nov./Dec. 2019 evaluate and write – January 2020 present results
Planning
Now … Dec. 2018 – March 2019

43. Discover more at futureproofretail.nl

44. DESIGN-LED RETAIL RESEARCH IN
PRACTICE
Paul Rutten | Rotterdam University of Applied
Sciences

45. • Digitisation and transformations
• Design for societal challenges
• Development of creative economy
• https://crea010.com/aboutus

46. Retailinnovation in Rotterdam
• Inspriration and innovation
• Empowering SME retailers
• Studentteams working on SME retail challenges
• Retailers as problem owners and clients
• Research through design approach
• Retail lessons learned

47. • Focus on omnichannel
• Part of Future Proof Retail
• Awareness raising and learning by retailers and their personnel
• Stakeholders are problem owners
• Often have keys that open solutions
• Labcontext als leer en ontwikkelomgeving
• Development of tools and instruments
• Robotica, Sustainable Logistics, Small Business - Big Data etc.

48. FUTURE PROOF RETAIL – DESIGN
RESEARCH MASTER THESIS
Gaby Eenschoten | The Hague University of
Applied Sciences

49. A l e a r n i n g p r o c e s s f o r s m a l l i n d e p e n d e n t r e t a i l e r s , b a s e d o n
t h e i r p e r s o n a l i t y , t o d e v e l o p 2 1 s t c e n t u r y d i g i t a l s k i l l s .
+
M A S T E R T H E S I S G A B Y E E N S C H O T E N
FUTURE-PROOF
RETAIL

50. INTRODUCTION
A N D M Y A P P R O A C H
Small independent retailers lack knowledge and ability to adjust to the
changed consumer behavior. Programs, platforms, books and
workshops that have been offered, aren’t of much help. How can small
independent retailers develop their 21st century digital skills?
This master thesis is commissioned by The Hague University of Applied
Sciences and is part of the researches that will be conducted until
December 2019 to come to 21st century entrepreneurial skills for
future-proof retail.
THUAS / Future-Proof Retail
Really understand the retailers problems, challenges and preferences
and find answers and solutions from the target audience’s point of
view.
Design Thinking applied to research
Results of the several research activities influenced the other activities
which made a dynamic and iterative process. Outcomes were validated
by both target audience and research findings.
Dynamic & Iterative
M A S T E R T H E S I S G A B Y E E N S C H O T E N

51. Personality test & self
assessment by retailers
Literature review
Interviews retailers & Observe
1. EMPATHIZE
D E V E L O P A D E E P U N D E R S T A N D I N G
M A S T E R T H E S I S G A B Y E E N S C H O T E N
Listen to other ‘experts’
Share thoughts with retailers

52. 2. DEFINE
F O R M U L A T E T H E R E S E A R C H Q U E S T I O N
M A S T E R T H E S I S G A B Y E E N S C H O T E N
What does a learning process for small
independent retailers, to develop 21st
century digital skills look like when it is based
on their personality?

53. 3. IDEATE
B R A I N S T O R M A N D S E L E C T P O T E N T I A L S O L U T I O N ( S )
M A S T E R T H E S I S G A B Y E E N S C H O T E N
Gain knowledge of potential
solution(s)
Brainstorm / Mindmap
Literature review
Interactive session with
retailers
Get feedback

54. 4. PROTOTYPE
D E S I G N A P R O T O T Y P E T O T E S T
M A S T E R T H E S I S G A B Y E E N S C H O T E N
Define learning preferences
Literature review
Design a learning process
Pre-test learning process
Co-creation with retailers

55. 5. TEST (EHBR-LAB)
S H O R T - C Y C L E I M P R O V E M E N T P R O C E S S
M A S T E R T H E S I S G A B Y E E N S C H O T E N
Define concrete instruments instead
of preferences
Literature review
Finetune learning process for retailers
Co-creation with retailers, get
feedback and improve
Get feedback from experts in
the field

56. Th er e is not one meaning to
l ear n i n g , n o r one way o f l ear n i n g ,
n ei th er i s th er e one way to
o r gan i z e l ear n i n g .
“
M A S T E R T H E S I S G A B Y E E N S C H O T E N
- Twijnstra Gudde

57. M A S T E R T H E S I S G A B Y E E N S C H O T E N
RESULT(S)
W H A T W I L L B E D E L I V E R E D D E C E M B E R 2 0 1 9
Concrete tooling for small independent
retailers fit to their personality, learning
preferences and entrepreneurial situation to
develop 21st century, enterpreneurial, digital
skills.

58. THANK YOU
F O R Y O U R A T T E N T I O N
M A S T E R T H E S I S G A B Y E E N S C H O T E N