Phygital retail: What happens when technology meets consumer behavior?
- Date: May 13, 2026 Time: 6:15 PM Location: Business School - 919 Luis de la Torre
A customer orders a product online and tries to pick it up at the store, but because a barcode is missing, the checkout process turns into a nightmare. The technology promised convenience, but the experience ends up being frustrating.
This talk picks up right where that leaves off. Phygital retail describes the convergence of the physical and digital worlds: from click-and-collect to cashier-less stores and personalized experiences powered by artificial intelligence. In Europe, these models are already being implemented on a large scale. But a key question arises: does technology truly enhance the customer experience and boost sales?
Exhibits
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Thea Freese, PhDShe holds a Ph.D. from Christian-Albrechts-Universität zu Kiel. She currently serves as director of the Volkshochschule Bordesholm, an adult education center in Germany. In addition, she teaches at various academic institutions, including Christian-Albrechts-Universität zu Kiel, where she instructs in areas related to marketing and management.
Event registration
- By invitation
- Advance registration required