University of Stirling and The Consumer Engagement Group Limited KTP 24_25 R4

Retailers currently struggle to measure what a physical store actually does for a brand beyond ringing up sales. This project builds a commercial model and measurement system that captures the full value of a bricks-and-mortar shop—including how it builds brand awareness, drives online traffic, and anchors customer loyalty. The problem is that existing metrics treat stores as cost centres or simple transaction points, ignoring their broader contribution to a brand’s health. Without better intelligence, companies risk under-investing in physical retail or closing profitable locations based on incomplete data. If the model works, retailers and brands will gain reliable forecasting tools to guide investment decisions, potentially reshaping how high streets, shopping centres, and retail property portfolios are managed. The impact is largely commercial and strategic: it could help businesses allocate capital more efficiently and keep physical stores viable in an era of shifting consumer habits. This is applied research with a clear practical endpoint—a commercial product for the retail sector—rather than fundamental science.