A PROPOSAL IN SUPPORT OF THE

global Digital Retailing Research

Center AT

THE UNIVERSITY OF NORTH TEXAS

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global Digital Retailing Research Center Uniqueness –

A Community of Discovery

The UNT global Digital Retailing Research Center (gDRRC) is differentiated

from other university centers in the U.S. and abroad by its vision, mission and four

goals. No other university center is applying global and consumer perspectives to

discovery, innovation, discourse, and knowledge transfer regarding the current and

future states of digital retailing. No other center includes an interdisciplinary

university research cluster focused on “consumer experiences in digital

environments.” No other center seeks to advance global digital retailing through

academic-industry, interdisciplinary, and inter-institutional collaborations in

research and innovation and then convey these advances through knowledge

transfer, talent development, and recognition of excellence. And, no other center

is being led by a pioneer in digital retailing. The collaborative efforts of the

gDRRC support an active community of discovery at local, national, and

international levels.

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A Proposal in Support of the

global Digital Retailing Research Center

Interdisciplinary, inter-institutional and industry collaborations can bring together the best minds,

ideas, and creativity to shape the necessary dialogue for objective inquiry regarding the current

and future states of digital retailing. The College of Merchandising, Hospitality and Tourism

(CMHT) at the University of North Texas (UNT) advances interdisciplinary perspectives on

consumer experiences in digital environments. Our interdisciplinary focus offers a unique and

fertile ground for cross-collaboration, not only with other colleges and disciplines at UNT, the

United States and worldwide, but also with global corporations. A CMHT strategic goal is to

foster the trajectory of collaborative dialogue among universities, faculty, students and industry

through its global Digital Retailing Research Center.

The global Digital Retailing Research Center (The Center) will lead academic-industry

research in global digital retailing. No other known research center in the United States or world

applies global and consumer perspectives to the social, economic and cultural paradigm shift

being created by digital retailing and its impact on consumers and marketspaces. Recognizing the

importance of the consumer’s voice as well as the consumer’s growing influence in shaping

marketspace interactions, the Center’s activities are framed by consumer experiences in digital

environments. By doing so, insights regarding consumer demand for products, services, brands

and experiences are interpreted and applied to actions that can strengthen consumer-business

relationships and transactions.

The Center goals include advancing collaborative academic – industry inquiry, knowledge

dissemination, workforce development, and recognition of excellence in global digital retailing

leadership and research. The Center will operate as an “open” model where interdisciplinary,

inter-institutional and industry collaborations support discovery, understanding, learning and

innovation with direct applications to consumer experiences with digital retailing. Thus, the

Center has global reach and focuses on a global phenomenon.

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The Center’s initial research will address current challenges facing digital retailing and

consumers including “solomo” (social, local, mobile), digital platforms, data analytics, omni-

channel, and cyber security and trustworthiness. The Center includes the successful

interdisciplinary UNT CEDE Research Cluster (Consumer Experiences in Digital Environments)

that was established in April 2011 to support and grow interdisciplinary research in this area. It

also supports the annual Consumer Experience Symposium which brings thought leaders and

national and international companies together to address the current and future states of digital

retailing. The Center also includes the Digital Executive Education Program (DEEP) which

offers a five-day intensive learning experience for digital retailing and eCommerce managers

from around the world who want to stay abreast of best practices and current trends in

eCommerce and omnichannel retailing.

The Center is located on the UNT’s flagship campus in Denton, Texas, 30 minutes north of the

Dallas/ Fort Worth International Airport, which is the only inland port in the United States.

Denton is a comfortable driving distance from Austin, Texas, the third coast of digital

innovation.

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Merchandising & Digital Retailing at UNT

The Department of Merchandising and Digital Retailing, located within the College of

Merchandising, Hospitality and Tourism, offers one of the most comprehensive arrays of

programs associated with retail in the nation. As the nation’s first digital retailing program, and

to date, only program of its kind currently available to educate the digital retailing leaders of

tomorrow, students are challenged to develop the analytical thinking and skills demanded for

successful digital businesses. CMHT’s Department of Merchandising and Digital Retailing has

grown to over 750 majors. The B.S. with a major in Digital Retailing (DRTL) has exploded with

a five-year growth from 9 to 85 majors, many of whom are double majors in aligned programs.

We ensure DRTL graduates are prepared to enter the workforce by requiring all students to

complete a junior pre-internship seminar and a senior internship experience in their field of

study. CMHT also offers DRTL students competitive travel grants to attend the annual NRF

(National Retail Federation) Big Show and Shop.org Summit. In 2011, UNT students formed

one of the first student chapters of the NRF which now has nearly 100 student members.

The Merchandising and Digital Retailing Department boasts a full-time faculty of 12 highly

productive and innovative scholars and teachers. This strong team includes faculty who bring

real world experiences to our digital retailing classes. Foremost among the digital retailing

faculty is Richard E. Last who in 1994 founded jcp.com, the first on-line retailer to do

transactional business and the first on-line retailer to reach one billion dollars in sales. In

addition, Mr. Last is a two-term Chair Emeritus and current member of Shop.org, the world’s

largest industry association for digital retailing. Mr. Last serves as Senior Director of the Center

as well as program coordinator and lecturer for the digital retailing major at UNT.

Our DRTL students are learning from some of the best minds in academia and industry, people

who are helping shape the state of global digital retailing into the future. In addition to our

faculty, our Merchandising Board of Governors (BOG) members, representing well-known

national and international retail and digital brands, are active participants in classrooms, give

executive lectures, and connect digital retailing to an extensive network of industry professionals

who support faculty and students with real-time information and experiences in digital retailing.

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About the global Digital Retailing Research Center

VISION

Be the global thought leader in digital retailing research, innovation and knowledge transfer.

MISSION

Advance global digital retailing knowledge through academic – industry collaborations in

discovery, innovation, knowledge transfer, talent development, and excellence awards.

GOAL 1 – Global Discovery

Create global academic – industry collaborations through discovery and innovation.

Open-Model Research Consortium

UNT Research Cluster – Consumer Experiences in Digital Environments (CEDE)

Research and Innovation Lab

Research Grants

Research Travel Grants

Collegiate Case Competition

Collegiate Innovation Competition

GOAL 2 – Objective Thought

Generate global and consumer perspectives of the current and future states of digital

retailing through discourse and knowledge transfer.

Think Tank

White Papers

Consumer Experience Symposium

Executive + Scholar Lecture Series

Member Password-Protected Website

GOAL 3 – Talent Development

Develop digital retailing talent through discovery, innovation, discourse and knowledge

transfer.

Scholars in Residence

Executives in Residence

Research and Innovation Lab Internships

Digital Executive Education Program (DEEP)

Digital Retailing Student, Alumni and Industry Network

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GOAL 4 – Excellence Awards

Recognize distinguished digital retailing leaders and researchers through awards for

excellence.

Digital Retailing Pioneer Award

Competitive Research Fellows

Competitive Research Awards

Founding Memberships

We are currently seeking individuals and companies who see our vision, believe in our mission

and want to collaborate with us in creating this unique and dynamic research center. Founding

members will help shape the future of digital retailing as an industry and as a field of study

through your support of and participation in discovery, innovation, knowledge transfer, and

talent development. Yours will be a voice in the digital revolution that is transforming the

economic and social fabric of the world. Founding memberships are being offered through

December 31, 2013. Founding members will help structure future memberships. Please note

that more detailed proposals are available for various naming rights and capital funding for the

Center upon confirmation of interest.

Exclusive Benefits for Founding Members

Involvement Benefit

Shape the path and priorities of the Center Advisory Board Member

Collaborate with fellow innovators Think Tank Member

Engage with researchers on relevant research High academic rigor

Access digital retailing expertise Senior Director/Researchers

Enhance organization’s talent Professional development

Access student talent Future industry leaders

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Founding Member Annual Benefits

Acknowledgement of Founding Member

Center web site home page

Center marketing materials

Sponsor listing – Consumer Experience Symposium

Sponsor listing – Executive + Scholar Lecturer Series

Sponsor listing – Career Expo

Participation in Center

One seat in the Digital Executive Education Program (DEEP)

One Employee-In-Residence (1to 3 days)

Up to four scheduled phone inquiries with Senior Director and/or Researcher

One Company Strategic Brainstorming Session

Password-protected Center web site

Resource one of the largest digital archives in the U.S.

One Company Campus Day

The Opportunity

UNT’s unique location within the heart of the DFW-based retailing mecca has helped drive the

evolution of retail merchandising as a key area of higher education study as well as the

advancement of the University and the College of Merchandising, Hospitality and Tourism. Your

support of the global Digital Retailing Research Center will assist in strengthening a program

that is truly ahead of the curve and is preparing students for proficiency in the latest trends and

industry standards in digital retailing. To that end, UNT proposes a commitment of $30,000,

payable over three years, to become a “Founding Member” of the global Digital Retailing

Research Center.

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Conclusion

A partnership between a digitally-focused corporation such as yours, and a forward-thinking

university, will foster the collaborative dialogue and actions needed to address the current and

future states of digital retailing. As you consider this request, please know that we stand ready to

assist in answering questions that might arise.

For further information contact:

Richard Last, Senior Director, global Digital Retailing Research Center

940.565.2433

Rich.Last@unt.edu

Lisa Wallace, Director of Development, College of Merchandising, Hospitality and Tourism

940.369.7051

Lisa.Wallace@unt.edu