Contemporary challenges and trends reshaping the retail industry

What are the contemporary challenges and trends reshaping the retail industry? Students are expected to explain the essence of retail, consumer behaviour, customer service and satisfaction, and some elements of marketing. They also need to clarify how digitalisation changes the shape of retail as well as consumer behaviour and expectations. Emphasis should be given to the discussion of contemporary customers’ expectations and link them to the theories of sharing economy and experience economics, which companies should take into account and adjust their business strategies accordingly. Students must provide a specific case study example(s) in their discussion: e.g., John Lewis, Thomas Cook, Deliveroo.
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