Reimagining Retail: A People-First Approach
In the ever-evolving landscape of retail, technology continues to reshape the industry, both online and offline. While large international e-commerce platforms have made significant gains in recent years, physical stores remain the dominant force, responsible for over 85% of all retail sales in Austria.
The Rise of Human-Centric Technology in Retail
Recognizing the need to strengthen the resilience and competitiveness of traditional retail in the face of these changing dynamics, the Salzburg University of Applied Sciences launched Retailization 4.0, a unique research project focused on the central players: employees and customers.
“Our approach is distinctly different. We prioritize the relationship between retailers, their employees, and their customers, recognizing that technology should enhance their quality of life while addressing ecological, economic, and social challenges at the point of sale,” explains Robert Zniva, Head of Research and Senior Lecturer at the Department Business and Tourism.
Retailization 4.0 champions a people-first approach, adapting technologies to the needs of users instead of the other way around. This innovative strategy seeks to unlock new technological possibilities across a wide range of industries and business types, particularly for small and medium-sized enterprises (SMEs).
Bridging the Gap: A New Master’s Program in Retail & Technology
The insights gained through Retailization 4.0 have directly informed the development of a groundbreaking new master’s program at the FH Salzburg, the part-time Master’s program in Retail & Technology. This program is scheduled to begin in the winter semester of 2025/26 and targets individuals with either a business or technical background who are looking to expand their skillset and adopt an interdisciplinary perspective.
“Graduates of this program will bridge the gap between commercial operations and technological advancements,” says Simon Kranzer, Senior Lecturer and Research Group Leader at the Department of Information Technologies & Digitalisation.
“Our goal is to equip these professionals with the knowledge and expertise to leverage Retailization 4.0 findings, ensuring a practical and relevant education.”
Paving the Way for a Future-Proof Retail Industry
According to Zniva, Retailization 4.0 demonstrates how applied research can significantly contribute to value creation in the retail sector. “This program is not simply about adopting new technology for its own sake; it’s about empowering businesses and individuals with the tools they need to thrive in an evolving retail landscape,” he says.
Retailization 4.0 is poised to play a pivotal role in shaping the future of retail, ensuring that the industry remains resilient, competitive, and attuned to the needs of both consumers and employees.
How does Retailization 4.0 aim to balance technological advancement with employee well-being and customer experience?
## Reimagining Retail: A People-First Approach
**Host:** Welcome back to the show. Today, we’re diving into the world of retail and exploring how technology is changing the game. Joining us is Robert Zniva, Head of Research and Senior Lecturer at the Department Business and Tourism at the Salzburg University of Applied Sciences. Robert, welcome to the show.
**Robert Zniva:** Thanks for having me.
**Host:** Your team is spearheading a very interesting project called Retailization 4.0. Can you tell us a bit about it?
**Robert Zniva:** Absolutely. Retailization 4.0 is all about putting people back at the heart of retail. We’re seeing a lot of emphasis on technology in retail, which is great, but often it forgets the human element – both the employees working in stores and the customers shopping there.
Our project aims to bridge that gap. We’re looking at how we can utilize technology to enhance the quality of life for both employees and customers, while addressing issues like sustainability and social responsibility.
**Host:** That’s a refreshing approach. How is this different from other technology implementations in retail?
**Robert Zniva:** Many retailers are adopting technology just for the sake of being “cutting edge,” without considering how it affects their workforce or the customer experience. We believe technology should be a tool to empower people, not replace them.
For example, instead of deploying robots to completely replace cashiers, we’re exploring how technology can assist cashiers in their tasks, allowing them to focus on providing more personalized service to customers.
**Host:** It sounds like you’re advocating for a more human-centered approach to retail technology.
**Robert Zniva:** Exactly. We need to make sure that technological advancements benefit everyone involved, not just the bottom line. Retail is about building connections and creating positive experiences, and technology should be used to facilitate that, not hinder it [[1] (https://www.fh-wien.ac.at/en/press-releases/industry-4-0-in-austria-gathers-momentum-despite-corona-crisis/)].
**Host:** Fascinating stuff. We’ll be keeping a close eye on Retailization 4.0 and the innovative solutions you’re developing. Thank you for sharing your insights with us today, Robert.
**Robert Zniva:** My pleasure.
