Consumer behaviour has changed dramatically in recent years as a result of new options arising from technical progress. The ways in which consumers purchase goods and services and access information has changed, as have their expectations. The retail sector must find an answer to this. It is likely that we will see profound transformation in our entire retail sector in Germany.
How dramatic are the direct and indirect effects of digitisation on the retail sector? To what extent can consumers’ behaviour be influenced by changing the in-shop product range? What information should be available online? Which digital solutions are required in shops?
Solutions are needed for challenges such as the following:
- Develop a basic understanding of the impact of digitisation
- Develop instruments for SMEs in the retail business, including affordable ways of replacing retail space with showrooms and integrating digital information services
Create possibilities for compiling (and pooling) online information services
The impact of the digital transformation on retail trade, E-commerce share of retail trade (in per cent) - leads to some players being pushed out of the market (Source: IFH Köln, Branchenreport Online-Handel, 2014. Hochrechnung (H), ):