Retail Lab (D301 & D302)

The Retail Lab is a realistic point-of-sale facility run by THI in which specific measures for strategy implementation such as multi-sensory interfaces, visual merchandising, security systems and in particular multi-channel management can be illustrated vividly and geared towards practical application.

Aims and Idea

Our room design enables students to experience key Industry 4.0 retail processes. In addition to illustrating retail-related elements, the Retail Lab also enables work to be carried out on current research issues and practical projects in collaboration with corporate partners. In this way, the Retail Lab allows underlying theory to be linked to exemplary applications and practical experience, while also laying the foundations for ongoing applied research and collaborative projects with retail and industry.

Lab equipment and activities

Shop fitting / shelf construction
Alternating merchandise
Multi-sensory interface system
Lighting system
Security system
Air curtain system / air conditioning technology
Lecture room with presentation technology

The wide range of equipment ensures an exceptionally vivid and hands-on educational experience, thereby providing a practical basis for understanding the application of strategy in retail. The impact of selectively deployed instruments can be experienced directly and also investigated by carrying out studies. Business aspects such as identifying cost savings are illustrated based on concrete modules.

The three pillars of the concept:

Theoretical basis
Point of Sale – the retail experience
Applied research

Focus areas:

Strategic management
Multi-Channel management
Retail 4.0

Projects forming part of the lecture programme:

Retail work experience: focus on automotive retail. What do customers of the future want?
Floor mapping - customer-oriented design of sales areas and shelves
Market research

Other activities: