World Retail Congress Future Retail Challenge: EDHEC Team Secures 2nd Place

Can you briefly describe the event?

The World Retail Congress is one of the most significant global events in the retail industry, bringing together executives, innovators, consultants, academics, and leading retail organisations from around the world to discuss the future of retail, emerging trends, technology, and consumer behaviour.

As part of the event, the World Retail Congress Future Retail Challenge 2026 invited students from leading international institutions, including the London College of Fashion, FIT (New York), ESCP, the University of Amsterdam, and Hong Kong Polytechnic University, to develop innovative solutions for the future of retail. The competition focused on proposing forward-thinking ideas that address real industry challenges, particularly in relation to customer experience, technology integration, and AI-powered retail transformation.

Our challenge centred on creating an innovative retail concept powered by artificial intelligence, with the aim of enhancing personalisation, customer engagement, and the overall shopping experience.

What was the biggest challenge of competing against leading institutions from around the world?

One of the biggest challenges was recognising that every country faces different retail realities, consumer behaviours, and levels of AI adoption. The way technology is embraced in Europe may differ significantly from how it is perceived and implemented in North America, Asia, or other regions.

As a result, developing a strong concept was not only about innovation itself, but also about understanding cultural contexts and how consumers from different backgrounds experience retail. We had to think globally while creating a solution that felt realistic, adaptable, and relevant across international markets.
Competing against students from prestigious institutions around the world pushed us to think more critically, creatively, and strategically.

How did the MSc in Marketing Management at EDHEC help prepare you for this challenge?

The MSc in Marketing Management at EDHEC Business School prepared us exceptionally well for this challenge. Throughout the programme, we developed strong analytical and strategic thinking skills that enabled us to structure our research and proposal professionally.

One of the programme's greatest strengths is the exposure it provides to professors and industry professionals with extensive experience in retail, marketing, consulting, and digital transformation. Their insights gave us a much deeper understanding of current industry challenges and expectations.

In addition, EDHEC places a strong emphasis on communication. We regularly worked on presentations, pitches, and public speaking throughout the programme. This helped us learn how to adapt our communication to different audiences, present ideas confidently, and deliver a memorable and impactful pitch.

Were there specific courses, projects, or professors that directly influenced your approach to the challenge?

Yes, several courses and professors had a direct impact on our approach. Professor Hua Li's International Marketing course helped us understand how to analyse challenges from a global perspective and recognise cultural differences in consumer behaviour and market dynamics. This was essential in developing a concept with international relevance.

Professor Arne De Keyser's Customer Management course taught us the importance of customer experience, customer journeys, and identifying pain points throughout the retail experience. This enabled us to focus on creating a solution that was not only innovative but also genuinely customer-centric.
 

Additionally, Professor Jeremy Fannin's Digital Marketing course, along with his guidance as our thesis supervisor, proved invaluable. He consistently challenged us to refine our proposal, strengthen our strategic thinking, and improve the clarity and impact of our presentation. His support helped us transform our idea into a more realistic, professional, and compelling project.

How did teamwork help you succeed during the competition?

Teamwork was one of the most important factors behind our success. Competing in an international environment requires not only technical expertise but also communication, trust, and the ability to support one another under pressure.

The night before our presentation, we stayed up late practising repeatedly and providing each other with constructive feedback on how we could improve. We continuously motivated one another and worked together to refine every detail of the presentation.

It was an experience that could not have been achieved individually. The competition reinforced the importance of strong collaboration and mutual understanding in achieving outstanding results.

What was the most rewarding moment of the entire experience?

One of the most rewarding aspects of the experience was the opportunity to meet senior executives, consultants, managers, and professionals from different parts of the world. Being surrounded by people who are actively shaping the future of retail was incredibly inspiring.

Another unforgettable moment was our presentation itself. Many members of the audience were experienced industry professionals rather than students, and seeing them genuinely interested in and excited by our project was extremely meaningful.

At the end of our presentation, the judges congratulated us and praised the quality of our work. Most teams consisted of four members, whereas we competed as a team of only two. Receiving such recognition despite that difference made the achievement even more rewarding.

Meeting students from different countries and exchanging ideas and perspectives also made the experience enriching on both a personal and professional level.

What opportunities has participating in the World Retail Congress opened for you professionally ?

Professionally, the competition enabled us to connect with people working directly within the retail industry and gain valuable insights into their perspectives, experiences, and expectations for the future of retail. Building relationships with industry professionals, rather than solely with fellow students, is extremely valuable for our future careers.

What skills did you develop during the challenge that you believe will stay with you throughout your career?

One of the most important skills we developed was resilience. Throughout the process, we received extensive feedback and had to continuously refine and improve our work. At times, the process was challenging, but it taught us the importance of perseverance and continuous improvement.

We also strengthened our teamwork and leadership skills. Learning how to collaborate effectively, communicate ideas clearly, and support one another under pressure are abilities that will remain essential throughout our professional lives.

In addition, the challenge enhanced our analytical and creative thinking skills. We learned how to identify real industry challenges, analyse them strategically, and propose innovative yet realistic solutions—a skill set that is increasingly valuable in today's business environment.

Your concept focused on AI-powered retail experiences. Why do you believe this is the future of retail?

We believe AI-powered retail experiences represent the future of retail because this transformation is already taking place. Consumer expectations are evolving rapidly, and retailers must be prepared not only to respond to change but also to anticipate it strategically.

The future of retail is closely linked to personalisation. Customers no longer want generic experiences; they expect brands to understand their preferences, anticipate their needs, and create seamless, meaningful interactions across every touchpoint.

Artificial intelligence has the potential to transform the customer journey by making experiences more personalised, efficient, and emotionally engaging. At the same time, AI enables retailers to optimise operations, improve decision-making, and maximise return on investment.

Ultimately, retail is about creating value and building relationships with customers. Consumers want to feel understood, recognised, and connected to the brands they engage with. AI allows companies to move from mass-market experiences to highly individualised ones, which is why we believe it will be one of the defining forces shaping the future of the retail industry.