Combining the Best 2 of Both Worlds in Retailing and Design: Cross-Practice Integration and Innovation, Including the Role of Education

Abstract

In this chapter, we argue that retail design is becoming, in daily practice, a more professional, distinct field, based on an interdisciplinary foundation and with an increasing need for specialized knowledge. Although cutting-edge retail design practice is leading the way in this respect, this approach is not yet widespread and with the evolutions that we sketch, new questions demanding innovative answers keep arising. Here, we plead for integrating the strengths of design and consumer marketing with the aim of a better understanding and practice of store design, and evolve into a transdisciplinary field that is creating a unity of intellectual frameworks beyond the disciplinary perspectives. However, this integration faces a number of obstacles. More specifically, we will discuss three “gaps” that we believe will have to be addressed if this more professionalized discipline of “retail design” is to mature. Finally, we will discuss our experiences with some educational and research initiatives in which we have started to tackle these issues.