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

Content and function
  • 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.

Processes in teaching and research

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:

  • Seminar and bachelor's degree assignment
  • Guest lectures and expert panel discussions
Current areas of research in retail
  •  Lighting – Turning stores into stories
  • Multi-sensory retail marketing
  • Visual merchandising
  • RFID
  • Security systems
  • Digital signage / digital media & POS
  • Multi-channel management

Supervisor and team

Program director Retail and Consumer Management
Prof. Dr. Marc Knoppe
Phone: +49 841 9348-4490
Room: A240
Ph. D. Student
Dipl.-Betriebsw. Anna Schleicher
Phone: +49 841 9348-5870
Room: A240