Purpose Existing literature advocates for the co-creation with consumers to develop more consumer-centric stores. This study investigates the current level of consumer involvement in the design process, explores the associated benefits and barriers for retailers and designers, and examines potential scenarios for higher consumer engagement through co-creation. Design/methodology/approach Following a scoping literature review incorporating systematic procedures, 29 interviews were conducted with store development managers, in-house designers and retail designers across seven retail sectors in nine countries. Results were analysed using thematic analysis in NVivo 15 software. Findings Currently, consumer involvement is minimal. The decision for higher involvement revolves around five areas: risk management, first-hand experience, process complexity, connection with local communities and objective setting. The most promising scenario for co-creation is the design of experiences for and with local communities. Originality/value While prior research attributes limited consumer involvement primarily to process complexity and the role of designers, this study highlights the influence of retailers in enabling co-creation. Second, it conceptualises consumer involvement as a continuum rather than a binary choice through a participation ladder tailored to retail design. Third, it identifies concrete decision areas through which retailers govern whether and how consumers are involved. Co-creation can lead to higher consumer-centricity, improve retailer competitiveness and positively affect the wellbeing of local communities.
Berkhout et al. (Wed,) studied this question.