The Junior Professorship in Retail and Multi-Channel Management follows HHL's historic roots as a trade university by offering research, teaching and business cooperations in the field of retail. Established in 2015, the junior professorship aims to apply findings from traditional retail, marketing and consumer behavior to today’s fast-paced retail environment.
The research focuses on explaining practically relevant retail questions with quantitative means and a behavioral approach. Topics range from strategic questions (e.g., channel development and configuration between big-box retailing and e-commerce), over optimization opportunities (e.g., pricing in different purchase situations, point of sale improvements) to consumer psychology (e.g., influence factors on consumer behaviour across purchase situations).
The teaching covers various retail topics with a focus on retail marketing, integrating the latest developments, e.g., in e-commerce, into the lectures. Besides bringing practically relevant knowledge to the students, the teaching offers an additional, methodological focus: as the pace of change of consumer preferences in the current retail environment is high, it is key to qualify future retail managers to capture and assess large sets of data on consumers and to be able to draw implications for their business.
The Re-Invent Retail Think Tank establishes a dialogue between retail practitioners and research, in which current challenges and future trends of the industry are jointly discussed. At the core of this dialog is an annual study which investigates a selected topic in detail.