Research
Constant Berkhout is PhD candidate at the Faculty of Architecture and Arts at Hasselt University. His subject of research is the role of consumers in the design process of retail space. The retail sector is undergoing fast change as a result of digitisation, new types of competitors and the demand for a more inclusive and sustainable society. Constant explores approaches to address these challenges towards a more consumer-centric design.
Research interests
Experience design
Co-creation
Neuro research
Shopper psychology
Retail strategy
Consultancy
Constant combines his research at Hasselt University with consultancy assignments through his own agency, Fusion Strategy & Retail. Constant loves to work at the cross roads of retail strategy, shopper psychology and data analytics. He helps retail clients create new retail concepts, optimise store lay-out, finetune promotions and assortment, facilitate retailer-supplier collaboration projects and set up data analytics.
Background
Constant obtained a Master of Science in Economics Cum Laude with a major in Marketing at the University of Groningen (the Netherlands). Prior to setting up his own agency, he gained broad experience in commercial, insights and strategy roles at Ahold Delhaize, Kraft Foods, P&G and PepsiCo. His curiosity and career made him travel across the world and live in the USA, Argentina, Belgium and the UK. Constant is married, and he and his wife have two children. In his free time, he loves reading, travelling and walking in nature.
Books and publications
- Retail Marketing Strategy, Delivering Shopper Delight, 2015 (also available in Chinese and Portuguese)
- Assortment and Merchandising Strategy, Building a Retail Plan to Improve Shopper Experience, 2019
- The Retail Innovation Toolkit, 42 Category Management Tools for Growth, 2021
Over the years Constant has written over 100 articles regarding shopper behaviour, retail, innovation, cultural differences and business transformation in trade magazines.