The global Digital Retailing Research Center at University of North Texas, an innovative institution that differentiates 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 discourse, discovery, knowledge transfer and innovation regarding the current and future states of digital retailing. No other center includes a 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. The collaborative efforts of the gDRRC support an active community of discovery at local, national, and international levels.

1. A PROPOSAL IN SUPPORT OF THE
global Digital
Retailing Research
Center
AT
THE UNIVERSITY OF NORTH TEXAS

2. 2
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.

3. 3
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.

4. 4
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.

5. 5
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.

6. 6
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

7. 7
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

8. 8
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.

9. 9
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