I am a University Teacher at the Jyväskylä University School of Business and Economics. I study how digitalization is changing consumers' relationships with retail environments, including the shift between physical stores, e-commerce, and platform-based retail. My research examines how these changes influence consumers' attachment to retail places and how retailers can respond to evolving consumer behavior.
My research focuses on how digitalization is transforming retail environments and consumer experiences. A central theme in my research is the ongoing transformation from place-based retailing to platform-based retail ecosystems. I investigate how physical and digital retail environments create value for consumers, how consumers navigate seamlessly across channels, and how retailers can design meaningful shopping experiences in increasingly hybrid retail settings. I study how consumers form relationships with retail places, ranging from traditional brick-and-mortar stores and shopping districts to online stores, digital platforms, and omnichannel retail environments. My research also examines the continued relevance of physical retail spaces within cities and communities, the resilience of brick-and-mortar stores in the face of digital competition, and the ways in which retailers can combine physical and digital elements to foster consumer engagement, attachment, and long-term relationships. I welcome collaboration with researchers, retailers, public organizations, and other stakeholders interested in digital transformation, consumer behavior, and the future of retail environments. Contact: julie.j.maksimainen@jyu.fi
