Co-creation with Consumers in Retail Design

Abstract

Retail design literature suggests a passive, limited role for consumers in which they are part of the analytical phase in the beginning of the retail design process (Paik and Lee, 2021, Servais et al., 2021). Among all stakeholders, retail designers pay least attention to consumers and their influence diminishes during the process (Münster and Haug, 2017). These findings contrast with the broader design and marketing literature, which portrays consumers as active and connected participants (Prahalad and Ramaswamy, 2004, Sanders and Stappers, 2008).