TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Optional

Coordinator: Maria Dolors Celma Benaiges

Trimester: First term

Credits: 4

Teaching staff: 

Ester Hidalgo Pastor

Academic year: 2025

Teaching course: 4

Languages ​​of instruction

  • Spanish

Presentation of the subject

The emergence of technology has caused a paradigm shift in the Retail sector.

The buyer has developed a digital culture and has been empowered through technology; he enjoys unprecedented power that makes him the protagonist. This allows him to be informed, have direct access to products and services, compare, give opinions, share, co-create... buy whatever he wants, whenever he wants and from anywhere.

In this context, their values, needs and expectations evolve.

And also the way they use online/offline channels to make their purchasing decisions, making it essential for companies in the Retail sector to integrate both worlds to offer an uninterrupted brand experience that strengthens their relationship with the brand, as a key to their loyalty and prescription.

In this scenario, retail, a direct link with buyers, plays an essential role. And the shopping experience is the key.

Which, to be effective, must meet three main objectives:

1. Seduce your target buyer.
2. Generate an ergonomic purchasing process adapted to your needs.
3. Harmonize a commercial space where the buyer is remembered, to turn them into prescribers.

Likewise, the point of sale becomes a strategic communication channel, where tactical policies come into play that are essential to understand and manage to ensure a unique, authentic and coherent experience, key to differentiation and sustainability over time.

Contents

1- INTRODUCTION TO RETAIL

2- THE SHOPPING EXPERIENCE:
- Strategic decisions: TARGET - POSITIONING - ROLE OF THE POINT OF SALE
- Tactical decisions – The 7Ps of the Retail Mix: - Product / Service / PVP (Retail Price) / Location / Visual Merchandising / Store Marketing Plan / Customer Service

3- TRENDS: OMNICANALITY (Already a reality!)

4- INNOVATION

5- FINAL PRESENTATION

Activities and evaluation system

Continuous assessment: 20%

  • Class attendance and participation.
  • Attendance and participation in SAFARIS.
  • Presentation of the Analytical Phase

Shopping Experience Conceptualization Project: 50%

Final exam: 30%

  • SE4. Individual exam. / 1/ Open questions

The subject is face-to-face and must be followed from the beginning of the course. Attendance is mandatory and necessary to pass, as well as the submission of the exercises proposed by the teacher within the established deadlines.

Exercises submitted after the deadline will have a maximum score of 4 out of 10. The minimum final grade to pass will be 5 out of 10.

Only the final exam can be retaken, which must be passed (5/10) to be averaged with the cumulative grade of the continuous assessment.

Bibliography

Basic

Kepron, D. (2014). Retail (r)Evolution: Why Creating Right-brained Stores Will Shape the Future of Shopping in a Digitally Driven World.

Kotler, P. (2020). Retail 4.0: 10 rules for the digital age.

Ricart, MC (2021). Frictionless: Design an omni-experience strategy based on the integration of channels. Editorial profit.