The retail sector is facing rapid and structural changes, due to demographic, social-economic and technological developments. As a result, retailers and other stakeholders such as municipalities, real-estate companies and suppliers of retail companies are facing major challenges. 


10:00 - 11:00

In many Universities of Applied Sciences in the Netherlands research is being conducted that can provide retailers and other stakeholders with insights and tools to cope with the rapidly changing retail landscape. So far, this body of knowledge is fragmented and difficult to access for the sector.

The national Retail Innovation Platform, initiated by retail research groups from Dutch Universities of Applied Sciences, aims to change this by bundling the existing knowledge and initiating and facilitating inter-university research projects about retail innovation in close cooperation with TKI CLICKNL, The National Retail Agenda and representatives from the sector.

In this session the Retail Innovation Platform will be introduced and interesting findings from recent research about retail innovation at Universities of Applied Sciences will be presented.

Introduction about the SIA RAAK Project ‘Retail Innovation Platform’

Speaker: Jesse Weltevreden

Green and smart: where's the new retailer?
Zero waste shops and clothing libraries are hot concepts in retailing. In Berlin and London, that is. Dutch retailers are rather skeptical. Where shopping technology-driven concepts are perceived as innovation, green retailing is still seen as philanthropy. Here are some things we do as a research group to design a green and smart shopping future.

Speaker: Anja Overdiek

How to drive more traffic to your store with innovative technology
These days, many retail stores are being confronted with a declining number of visitors. To turn the tide, innovative technologies offer new chances. But how can the retailer benefit most from these technologies? New research into digital displays and location-based messaging offers first insights.

Speaker: Tibert Verhagen

The end of retail-led city planning
Inner city approaches are dominated by short term retail-led city planning and regeneration instead of regarding the centre as a sense of belonging and connection that city centres could encourage. Unfortunately the city centre debate on vacant buildings and bankrupt shops in centres primarily is a retail, fraught parking and blame debate on who is responsible. It is necessary to develop a new agenda.

Speaker: Cees-Jan Pen

Future of instore displays
Instore marketing helps consumers to make or adapt their purchase decisions in the last meters of their customer journey. Displays are a widely used vehicle in retail stores. Though well-proven, a need exists to innovate the traditional cardboard displays that contain product items. Interesting new veigns are in the area of digitalisation, omni-channel integration, and interactivity. But
importantly, the design must always support the final goals of the retailer; not attention for the display itself but for the products is essential, and a lift in purchases needs to remain the critical variable of success.

Speaker: Jorna Leenheer

Retail innovation needs a designerly approach
Consultants and researchers alike are inclined to approach the future of retail with a solution based approach. This talk pleads for a direct dive into the problem space, challenge what worked previously, develop new services and designs in a conversational mode, try them out, learn and take a new dive.

Speaker: Paul Rutten





Jorna Leenheer is Lector New Marketing at Avans University of Applied Sciences. She holds an MSc. in Economics and a PhD. in Marketing. Jorna graduated on a dissertation about loyalty programs in retailing for which she granted the SAP-PIM Marketing Dissertatieprijs, 2007 IJRM-best paper and 2017 long-term impact award. She and her research group focuses on research with loyalty apps, consumer technology, sustainable certificates, social enterprises, sustainable energy use, etc.

Anja Overdiek holds a PhD from Freie Universität Berlin (Germany). She is a senior researcher at the
faculty of Business, Finance and Marketing at The Hague University of Applied Sciences and leads the
University’s “Retail Innovation Lab” (Research group Innovation Networks). Her special field is
design- and consumer-driven innovation and creative entrepreneurship.
Economic geographer Cees-Jan Pen is professor 'the entrepreneurial region' at Fontys Hogescholen in Eindhoven. His research focuses on liveable city centres and meet with special attention for real estate and governance issues. Other research projects analyse building blocks of the necessary sustainable economic development of the Brainport region. A sustainable region has to be smart. His research group focuses on finding practical information about this concept.
Paul Rutten (1958) is program director and reader at the Creating 010 Research Centre of
Hogeschool Rotterdam. He focuses on the impact and development of creative industries and creative talent. He held professorships and research positions in the Netherlands and Flanders.
Tibert Verhagen is an associate professor e-business at the Centre for Market Insights of the
Amsterdam University of Applied Sciences. His research interests include store innovation, e-
business, interactive marketing, and data analytics. His work is published in academic and business journals.
is professor of Digital Commerce at the Amsterdam University of Applied Sciences. Weltevreden is also Director Research of the Ecommerce Foundation, an international non-profit organisation ‒ initiated by national e-commerce associations worldwide. He coordinates,  contributes to (quantitative) research projects of the AUAS, Ecommerce Foundation and research cooperation with external institutions in the industry. Weltevreden has published mainly about the implications of e-commerce for consumer behaviour, retailing, shopping locations, and mobility both
nationally and internationally.
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