Beyond digital – how to best use the physical space as a brand channel in a digital world

This project will uncover the changing role of the physical store, and how
retailers and brands can use the physical spaces as brandchannels when
commerce is going digital.

In the digital world of today, where we can buy almost anything on the internet, the
role of the physical store is changing. We no longer have to visit stores to buy stuff.
The role of the physical store has changed from a place for transaction to a
place for transformation*. A place where retailers stage their brand and interact
with their customers.

Fase 1 – Vidensbase: Research. Interviews med 28 Brandowner, sammen med de studerende, samt 5 ekspert interviews. Udvikling af model og artikel

Fase 2 – Omsætning af viden: Implementering af viden i undervisning. Udvikling af et nyt valgfag på Entreprenørskab og Design 3. semester

Fase 3 – Formidling: Yderligere formidlin

The project will give an overview of most important retail trends, it will explore why and
how retailers and brands use the physical space as a branding channel beyond digital
commerce. The outcome will be a knowledge product with highlights of best practices and
preliminary findings and guidelines.

The goal is eventually to come out with a “how to guide” to inspire practitioners, academics
and students with interest in the field.