What are the contemporary challenges and trends reshaping the retail industry? Please write an essay of about 2000 words on this topic .You are expected to explain the essence of retail, consumer behaviour, customer service and satisfaction, and some elements of marketing. They also need to clarify how digitalisation changes the shape of retail as well as consumer behaviour and expectations. Emphasis should be given to the discussion of contemporary customers’ expectations and link them to the theories of sharing economy and experience economics, which companies should take into account and adjust their business strategies accordingly. You must provide a specific case study example(s) in their discussion: e.g., NAME_1, NAME_2, Deliveroo              You need to write in the following format   
Introduction (200-250 words)
• Introduction into the topic• Problem statement / background of the problem / Relevance• Research aim and objectives
2. Theoretical discussion of the topic (750-800 words)
• Discuss relevant theoretical frameworks and models related to your case study problem: for example, retail, digitalization, consumer behavior, international trade theories, regional integration, agency theory, stakeholder theory, supply chain and lean management, etc.• This is a literature review section; hence, the use of academic sources is compulsory.
3. Example / Case study (750-800 words)
• Students must provide a specific case study example(s) in their discussion by examining a particular company or an indu Provide response in all capital letters, no lowercase letters allowed.
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