Duration: 10/01/2026 to 09/30/2031

Administrative Advisor(s):

NIFA Reps:

Non-Technical Summary

More than at any other time in history, retail and consumer markets are undergoing fast-paced change. This is due to new technologies such as AI and virtual shopping tools, demographic shifts, growing expectations about sustainability, and changing economic policies that affect how we shop and how we do business. The rapidity of this change creates a number of challenges for both consumers and producers/retailers alike; therefore, it is necessary to understand what is driving these changes and how individuals and businesses can adjust.

This project seeks to bring together researchers throughout the U.S. to examine these changes in the marketplace and provide potential solutions to support both consumers and businesses. We hope to (1) facilitate the collaboration of researchers who have similar research interests, (2) foster partnerships between academia and the industry to promote the sharing of information and to identify emerging trends, and (3) establish training programs, workshops, and research teams to enhance the effectiveness and quality of research regarding retail and consumer behavior.

Our target audience includes researchers, students, industry partners, and government policymakers who will be able to use new research tools, stronger collaborations, and new perspectives on consumer preferences, trends in the future, and decision-making processes. Retailers and communities will also be impacted by research that provides them with ways to increase their economic resiliency, responsibly engage in retailing practices, and provide better consumer experiences.

The workshop/conference sessions, research networking, and collaborative project development planned directly support the objectives of the project. The workshops and sessions will allow researchers to share ideas, develop teams, learn new methodologies, and identify funding opportunities. As the project evolves over time, the ultimate outcome will be stronger research, greater innovation, and practical solutions to assist both consumers and retailers in navigating the rapidly evolving marketplace.

Statement of Issues and Justification

Because of technology, demographic changes, economic instability resulting from government actions, and an increasing demand for both environmentally and socially-responsible practices, the way in which a consumer interacts with a retailer, and ultimately with a producer, has changed at an increasingly rapid rate. This is causing difficulties for businesses of every size, including those located in rural communities, as well as having large implications for local and national economic development. Because of this, multi-state collaborative research is necessary in order to better understand what is happening and develop solutions that go beyond the capabilities of any one organization.

NCCC-065 looks at the "consumer–market" relationship, and examines how digital innovations, demographic transitions, sustainability expectations, and government actions influence retail experiences and business planning decisions. As such, these issues are directly related to two North Central priority areas – Economic Development and Policy and Social Change and Development – because they impact workforce requirements, business resiliency, market access, and community well-being.

The stakeholders involved in this project include consumers, retailers and manufacturers, rural and small businesses, industry partners, community organizations, and policymakers who rely upon timely and relevant research-based information to inform their decision making and economic vitality. Additionally, this research supports researchers and students by providing them with opportunities for training, networking, and methodological assistance to produce quality research regarding changing marketplace environments.

By coordinating multi-state, NCCC-065 will combine multiple perspectives to examine four priority areas: (1) digital transformations and artificial intelligence (AI) in retailing; (2) demographic driven marketplace change; (3) sustainability and responsible retailing; and (4) economic policy shifts and consumer adaptations. Through the facilitation of interdisciplinary collaborations, the development of research infrastructure, and the dissemination of research results, the committee addresses national and regional priorities concerning economic resilience, technological adaptability, and socially responsible marketplace development.

Objectives

Procedures and Activities

The NCCC 065 multi-state project is primarily focused upon the promotion of collaborative research and exchanges in order to advance the understanding and explanation of those changes that are impacting the consumer-retailer interface. This committee’s primary focus is to examine how technological innovations, demographic changes, sustainability expectations, and policy shifts are reshaping the consumer–retail experience and transforming the social and technological interface between retailers and consumers. This group also hopes to facilitate researcher exchanges that will lead to the generation of research in this area. Participants in the NCCC-065 multi-state project have the ability to address two of the North Central cross-cutting research areas: (a) Economic Development and Policy; and (b) Social Change and Development. These cross-cutting research areas will influence the work of this committee as it relates to achieving the proposed objectives. These cross-cutting research areas were reaffirmed at the 2024 NCCC-065 annual meeting as part of an agreement to reflect that digital transformation, demographic changes, sustainability, and policy changes represent the most significant forces of change affecting the retail environment.  A common theme was recognized, and discussion occurred regarding consensus on the focus areas for the continuation of the group. There was great energy and enthusiasm from the committee members in regards to the the focus areas as they are relevant to many of their research activities and are driving forces behind their research. Economic, technological, social and environmental factors continue to create change in the marketplace which impacts producers, retailers and consumers.

Regarding Objective 1, relating to the addressing of existing and emerging social change issues in the marketplace in order to connect researchers who may have similar research interests, the committee members plan to provide opportunities for researchers to identify one another and collaborate on research projects as well as build research partnerships and networks around the topics of digital transformation, demographic changes, sustainability, and economic policy technology, demographic changes, and sustainable consumption & production.

Regarding Objective 2, to assist in developing and establishing relationships with both academia and industry by participating in the dissemination of research results, idea exchange, and trend identification to help locate grant funds, stimulate new avenues of scholarship, and establish cross-disciplinary research collaborations, the committee members plan to hold forums, meetings, workshops, and roundtable discussions at professional conferences to disseminate best practices from industry, provide examples of successful classroom pedagogy, and promote collaboration among researchers and academics interested in the topics of digital transformation, demographic changes, sustainability, and economic policy technology, demographic changes, and sustainable consumption & production.

Regarding Objective 3, to assist in developing the necessary infrastructure to act as a bridge for scholars to access various ongoing and emerging research projects, this committee will support the creation of research groups, provide opportunities for workshops at professional conferences, and identify professional development opportunities for potential collaborators as a means of promoting the development of new methodologies, increasing research rigor, and enhancing the overall research impact within the areas of digital transformation, demographic changes, sustainability, and economic policy technology, demographic changes, and sustainable consumption & production.

Expected Outcomes and Impacts

Projected Participation

View Appendix E: Participation

Educational Plan

The national workshop, special-topic session, and roundtable discussion opportunities included in this proposal for professional meetings (as noted in the objectives and activities) provide a mechanism to disseminate the emerging research on changes in the marketplaces and build connections between researchers, practitioners and educators. The committee recognizes that it has an obligation to make certain that its dissemination strategies are inclusive and equitable; therefore, the committee intends to target ethnically diverse institutions, minority-serving colleges and universities and communities that have historically been under-represented in both consumer and retail research through outreach programs. To reduce barriers such as geographic location and institutional capacity, materials, presentations, and resources will be provided in open access formats when possible, and virtual participation will be given priority.

In addition to providing outreach to stakeholders across the country, the committee will also collaborate with peer groups, industry partners, extension professionals and other multistate research initiatives to increase the reach and relevance of findings. By creating intentional connections among researchers who may be from traditionally under-served and emerging scholar populations, the committee's goal is to promote equity in access to research opportunities, support diverse perspectives in marketplace research, and deliver value to a large number of stakeholders and clientele impacted by digital transformations, demographic shifts, sustainability requirements and economic policy change.

Organization/Governance

The recommended Standard Governance for multistate research activities include the election of a Chair, a Chair-elect, and a Secretary. All officers are to be elected for at least two-year terms to provide continuity. Administrative guidance will be provided by an assigned Administrative Advisor and a NIFA Representative.

Literature Cited

Gajjar, T. (2024). Revolutionizing retail: The synergy of AI and AR. SSRN Electronic Journal. http://dx.doi.org/10.2139/ssrn.4778277

Gupta, B. B., Gaurav, A., & Panigrahi, P. (2023). Analysis of retail sector research evolution and trends during COVID-19. Technological Forecasting and Social Change, 194, 122671. https://doi.org/10.1016/j.techfore.2023.122671

Lemanowicz, M., & Szwacka-Mokrzycka, J. (2019). Identification of leading consumer trends on the food market. In Proceedings of the 2019 International Conference “Economic science for rural development (No. 51, pp. 291-297).

Mitu, F.-G., Bota, M., & Savan, E. E. (2024). Unlocking the shopper’s mind: How emerging technologies like artificial intelligence are shaping the future of retail. Studia Universitatis Babeș-Bolyai Negotia, 69(4), 55–76. https://doi.org/10.24193/subbnegotia.2024.4.04

Mostaghel, R., Oghazi, P., Parida, V., & Sohrabpour, V. (2022). Digitalization driven retail business model innovation: Evaluation of past and avenues for future research trends. Journal of Business Research, 146, 134-145. https://doi.org/10.1016/j.jbusres.2022.03.072

Wang, S., Cheah, J. H., Lim, W. M., Kumar, S., Lim, X. J., & Towers, N. (2024). Evolution and trends in retailing: insights from International Journal of Retail & Distribution Management. International Journal of Retail & Distribution Management, 52(6), 647-670. https://doi.org/10.1108/IJRDM-10-2022-0377

Attachments

Land Grant Participating States/Institutions

MN, MO, MS, WA, WI, WY

Non Land Grant Participating States/Institutions

University of Arkansas, University of Kentucky