A system for process shaping in a retail store environment, comprising: a video generation and processing component configured to capture image and video data of the retail store environment in real-time, for recognizing one or more actions of one or more entities, and performing global tracking of the one or more entities; a data source integration and aggregation component configured to aggregate and integrate information received from the video generation and processing component and Internet of Things (IoT) devices, Point of Sale (PoS) systems, and Enterprise Resource Planning systems of the retail store environment, for extracting and interpreting one or more user activities spanning over a predefined interval; a process sensing component configured to generate one or more continuous processes based on aggregated and integrated information, each continuous process representing a sequence of user activities in a predefined location within the retail store environment; a process aggregator and weighing component configured to aggregate one or more continuous processes into a merged weighted process, to perform process model extraction, virtualized process modelling and anomalies detection; a proof of problem and value component configured to compare the merged weighted process with a predfined reference process for determining one or more process variations; a ripple effect analyser configured to monitor a current version of the merged weighted process and a previous version of the merged weighted process to detect naturally occurring one or more ripple effects, and send one or more nudging messages based on the one or more ripple effects, to the retail store environment; and a gamified feedback algorithm component configured to transmit a nudging message that communicates a nudging action, to one or more entities in the retail store environment, and transmit a reward if the nudging action has been successfully performed by the one or more entities. a video generation and processing component configured to capture image and video data of the retail store environment in real-time, for recognizing one or more actions of one or more entities, and performing global tracking of the one or more entities; a data source integration and aggregation component configured to aggregate and integrate information received from the video generation and processing component and Internet of Things (IoT) devices, Point of Sale (PoS) systems, and Enterprise Resource Planning systems of the retail store environment, for extracting and interpreting one or more user activities spanning over a predefined interval; a process sensing component configured to generate one or more continuous processes based on aggregated and integrated information, each continuous process representing a sequence of user activities in a predefined location within the retail store environment; a process aggregator and weighing component configured to aggregate one or more continuous processes into a merged weighted process, to perform process model extraction, virtualized process modelling and anomalies detection; a proof of problem and value component configured to compare the merged weighted process with a predfined reference process for determining one or more process variations; a ripple effect analyser configured to monitor a current version of the merged weighted process and a previous version of the merged weighted process to detect naturally occurring one or more ripple effects, and send one or more nudging messages based on the one or more ripple effects, to the retail store environment; and a gamified feedback algorithm component configured to transmit a nudging message that communicates a nudging action, to one or more entities in the retail store environment, and transmit a reward if the nudging action has been successfully performed by the one or more entities.