Headline Partner

Tendam

Reimagining the Store in the Age of AI

The Retail Roadmap to 2030 will be shaped by emerging channels and new technologies:

  • AI & Agentic AI – changing how consumers search and interact.
  • Social commerce – influencers connecting directly with huge communities outside traditional stores.
  • Live streaming – merging entertainment and shopping.

These trends give consumers unprecedented control over where and when they shop, but they also pose challenges for retailers:

  • How can retailers stay relevant in an AI-led world?
  • How can AI enhance the customer experience?
  • What is the future of the physical store, which still drives most global sales and attracts Gen Z?

Learning

 

2026 CHALLENGE

THE CHALLENGE

Reimagine the future of retail with a focus on the store in an AI-driven world.

Step 1: Choose a retailer – food or non-food.

Step 2: Analyse

  • Core customer base and shopping behaviors online vs. in-store.
  • Current presence: stores, online, and digital touchpoints.

Step 3: Project to 2030

  • How will AI, Agentic AI, social commerce, and live streaming reshape the store experience?
  • How might shopping journeys start digitally but finish in-store, creating seamless omnichannel experiences?

DEVELOP A FUTURE-PROOF STRATEGY

Your strategy should show how the store can remain a competitive advantage:

  • Critical hub – loyalty, discovery, and brand storytelling.
  • Enhanced physical spaces – AI personalization, real-time services, immersive experiences, live-streaming.
  • Integrated journeys – remove barriers between physical and digital shopping.
  • Evolved roles – front-line staff, service, and community in an AI-led world.
  • AI tools – reduce costs, boost productivity, and enhance the in-store experience.
  • Protect community feel – guard against Agentic AI platforms bypassing the store.

 


 

DELIVERABLE

A strategic vision for 2030 that shows how the physical store will evolve as a competitive advantage in an era dominated by AI and consumer-led channels. 

 

 

 

 

 

 

 

 

 

 

2026 Teams

ESCP Business School Turin

Yassin Ayari, Cristiana Andronaco, Louis Canard, Clara Rossi 

Turin

London College of Fashion

Francesca Maria Andreoli, Natalie DePersia, Ansley Blake, Alessia Daniele, Jules Joubert

London

Hong Kong Polytechnic

LAU Burgundy Ann, SIN Wai Sum Kristina, NG Hoi Ching Etta, LEUNG Ankie

Hong Kong

The University of Cape Town

Senzwa Gum, Jamian Wiese, Mbalenhle Mokwena, Tumelo Magwane 

Cape Town

University of Amsterdam

Claire Rooijakkers, Isabel van den Boomen, Mia Vahimets, Rosalin Baan

Amsterdam

Fashion Institute of Technology, New York

Phoebe Fusco, Nicole Vasquez Urday, Erin Jun, Jocelyn Howe

NY

EDHEC Business School, France

 

 

2026 Judges

Antonis Kyprianou

Antonis

General Manager, Franchising 
Tendam

Bernie Brookes

bern
Chairman,
Colette Australia

Neela Montgomery

Neela

Member of the Supervisory Board, Ahold Delhaize