Abstract
The thesis aims to reimagine a retail industry driven by the integration of online and of ine retail model. Analysis has been done to understand the gratification level from the consumer’s point of view, during the process of shopping, both in the physical store or through online platform. This new integrated model aims to maximise the gratification level of the consumer bycombining both retail model. The main purpose of the physical store is to provide a space for tactile experience. Shopper selects products at the online shopping website and come to the store to try. Products are purchased through online platform and will then be delivered to home. In the physical store, the items that are selected from the website by the shopper will be sorted out from the storage at the speci ed collection time. Just like how shoppers will be prompted to look at other popular products when they shop online, this thesis also aims to physicalize this process. Hence, the back of house that includes the storage and sorting of selected products will be revealed, as a method to re ect the current big data technology.