Mapping trends of the evolution in the retail sector: A case study of a design research project

The retail sector is evolving through the integration of physical and digital spaces, making omnichannel commerce the dominant model. This shift presents challenges and opportunities related to sustainability, consumer expectations, and strategic changes in businesses. This paper presents a design research project that maps promising trends and potential strategic business directions in the retail sector. 26 case studies were collected and analyzed through a design-led research process, identifying seven key trends in consumer behavior, technology integration, and business model evolution. These insights were validated through a webinar attended by industry professionals. The findings highlight the need for brands to rethink their relationship with products, stores, and customer interactions to foster innovation. Future research will refine these insights through sector-specific studies and collaborative workshops, further exploring how emerging trends shape retail strategies.