Dr Jonathan Reynolds
Associate Professor in Retail Marketing and Deputy Dean, Said Business School
Dr Jonathan Reynolds is one of the leading academic experts studying the future of global retailing and consumption. He is actively engaged with scholars from multiple disciplines, practitioners and with international policymakers interested in such matters.
About
Dr Jonathan Reynolds is Vice Principal of Green Templeton College and Associate Professor in Retail Marketing and Deputy Dean of Saïd Business School, University of Oxford.
Dr Reynolds is one of the leading academic experts in the study of the retail sector internationally. He is particularly interested in electronic commerce and multi-channel retailing, innovation and entrepreneurship in retailing, retail productivity and skills, and the role of place in marketing and retail management. He works with both retailers and policymakers, both in the UK and internationally, and much of his research is conducted in association with retailers and industry bodies or draws upon their data and experience.
Recent research partners include the British Retail Consortium, EuroCommerce and the Association of Convenience Stores. He is Co-Director of the ESRC’s Geographic Data Service (GeoDS). In addition, his advice is also sought by government and industry bodies including HM Treasury, the Department of Business, Innovation and Skills and the European Commission’s Expert Group on Retail Innovation.
Dr Reynolds originally trained as a geographer and has brought a much-needed spatial perspective to scholarship in the fields of electronic commerce, innovation, retail productivity and skills, and the role of place in marketing and retailing. His research activities have also extended into science and technology futures.
Expertise
- Retailing
- Consumer marketing
- Electronic commerce and digital business
- Marketing and technology
- Consumer behaviour
Selected publications
- Navigating the New Retail Landscape: A Guide for Business Leaders, 3rd edition (2025)
- Retailing After the Industrial Revolution: Innovation, Growth, and New Format Development (2023)
- A retailing dilemma: sell only in-person or go multiple channel and digital? (2023)
- Navigating the New Retail Landscape: A Guide for Business Leaders (2020)
- Beyond retail: New ways of classifying UK shopping and consumption spaces (2019)
- Perceptions and practices of innovation in retailing: Challenges of definition and measurement (2015)
- Managing communities and managing knowledge: strategic decision making and store network investment within retail multinationals (2012)
Media experience
Dr Reynolds appears regularly on television and radio news and consumer affairs programmes in the UK and internationally. Within the UK he has also featured recently in The Guardian, the Financial Times, The Economist and the Daily Telegraph.
Recent media work
- What is live shopping and will it take off? (2025, BBC)
- The Curious Origins of Online Shopping (2020, BBC)
- How the crisis in UK retailing is reshaping employment (2019, Financial Times)
- Is Fast Fashion Dead? (2019, Drapers Magazine)
- Barcodes have made global life faster and more organized (2020, Deutsche Welle)
- How the Crisis in Retailing is Reshaping Employment (2019, Financial Times)
- Black Friday promises high street stores a £200m Christmas present (2014, The Guardian)
Languages
EnglishLeadership in a new retail landscape
60 seconds with Vice Principal Jonathan Reynolds