Parametric Building Information Modelling (BIM) for project delivery optimization in United Kingdom’s retail architecture to enhance user experience

Abstract

This study poses a simple but powerful question in a world where retail establishments are more than just places to shop; they are settings that influence how people feel, move, and interact: What if design could listen? This dissertation explores how parametric Building Information Modelling (BIM), a rule-based, adaptive digital design method, can revolutionize project delivery in UK retail architecture by integrating something often overlooked: human experience. Through a mixed-methods approach combining surveys, interviews, this research uncovers a critical disconnect between the potential of digital tools and how they’re used in practice. While parametric BIM promises flexibility, efficiency, and scalable rollout, its ability to respond to real-time user feedback remains vastly underutilized. Findings show that customers crave intuitive layouts, better lighting, and spaces that feel right, and professionals increasingly agree. Yet technological skill gaps, organizational resistance, and lack of client awareness continue to slow adoption. However, when parametric BIM is applied with intention, as depicted in Tesco’s data-driven rollout, the outcomes speak volumes: faster builds, reduced errors, and spaces that resonate with their users.