“…Much of the literature in marketing, retail and retail design has concerned the digitalisation and future of retail in general (Grewal et al , 2017; Hagberg et al , 2016; Verhoef et al , 2015). For retail design, recommendations for the physical store to emphasise experiential qualities were promoted (Helm et al , 2020), as were changes to the concept of “store” towards “universe” inclusive of both digital and physical spaces (Madsen and Petermans, 2020) and new curricular needs to design for retail in this digitised era have been identified (Quartier et al , 2017). Additionally, the integration of realms was discussed from a retail frontline management perspective (Mende and Noble, 2019) and a plea to disregard dualities like human versus machine and touch versus tech in research was raised (Singh et al , 2019).…”