The retail industry has undergone a significant transformation over the past few decades due to the introduction of information technologies. Now the blending of physical and digital – the Internet of Things (IoT) – has the potential to cause an even greater disruption. IoT has caused a lot of hype but is now mature enough for the opportunities and limitations to be apparent. The emerging possibilities are reshaping consumer expectations, which means enterprises need to innovate in order to survive and prosper.

The aim of the thesis is to research what technology-enabled intelligent sports retail environments of the future could look like by defining the possibilities and limitations of the new technology and analysing the customer’s behaviour and desires. User-centred design tools are used to determine weak spots in the current system and space for opportunity. Emerging from the research, the focus is set on multi-brand brick-and-mortar stores, which have the opportunity to offer customers credibility and variety that is hard to get from branded stores.

The meaning of shops in the age of IoT is redefined along with the roles of sales assistants. Combining the points from the new shop meaning and layout, the renewed capabilities and roles of the store employees and the beneficial technological solutions to be implemented in store, a new conceptual system is designed. The concept embodies an enhanced and unique customer experience, which changes the way people live and experience the everyday life.

Process

User journey mapping is a tool used to provide a vivid and structured visualisation of a service user perspective. Touchpoints, where the customer interacts with the service are identified in order to construct a ‘journey’ – an engaging story based upon their experience (Stickdorn, Schneider, 2011). The journey map divides the process of using the service into subcategories. The users were interviewed
regarding their thoughts and feelings. The overall emotional experience was mapped, as well as their perception of the retailer throughout the service.

A stakeholder map was compiled to visualise the various groups involved with the sports retail industry. The intent is to chart and analyse the interplay between these groups in a comprehensive but accessible way. The information is gathered through desk research, interviews and personal experience in the apparel industry. The map incorporates the interests and motivations of every stakeholder, each having the potential to benefit hugely from IoT.

The final concept of the new and improved multi-brand brick-and-mortar sports store experience was visualised as a holistic system. Firstly through a store layout plan, which shows the technology implementation and the benefits for customers and retailers. Secondly as a customer journey, visualising the new enhanced experience, including customer’s thoughts and emotions.