The center of retail gravity has shifted. On this episode of Retail Disrupted, Natalie Berg sits down with Jonathan Reynolds, Associate Professor in Retail Marketing and Deputy Dean at Oxford's Said Business School, to dismantle the Western-centric view of retail innovation.

They explore why the US and UK are no longer the primary testbeds for new concepts and outline the 3 Rules for Futureproofing Retail Strategy:

• Rule #1: Look East, Not West. Why innovation has migrated from New York/London to Shanghai/Seoul, and why Western retailers must study the Asian "ecosystem" model.
• Rule #2: Tech is a Catalyst, Not a Strategy. Jonathan warns against the "Tech Trap"—implementing solutions in search of problems—and explains why AI should enhance human capability, not replace it.
• Rule #3: Beyond the Transaction. Why the store must be a hub for experience, service, and brand media – and what that means for KPIs, retail jobs, and investment.

They also debate whether AI and quick commerce will trigger a new wave of grocery e-commerce adoption – and what kind of culture retailers must build to genuinely futureproof their businesses.