Die Digitalisierung im Einzelhandel. Kaufverhalten und neue Möglichkeiten der Kundenansprache i

The new possibilities of the internet and innovative technologies are opening up new ways for companies to engage with customers. At the same time, consumer expectations and purchasing behavior are changing. Retail is therefore among the industries facing particularly significant challenges. Has online retail already defeated brick-and-mortar stores? What factors of online and offline shopping play a special role for customers? Which ones are disruptive? Are customers even interested in new shopping experiences? Maria Steblau emphasizes in her publication that brick-and-mortar retail is indispensable even in the age of online shopping. Although most women aged 16 and older shop online, they still prefer physical stores. Steblau is therefore developing new interfaces for both models to connect with consumers. Whether it's virtual stores or smart fitting rooms, digitalization offers many opportunities to positively influence customer behavior. Topics covered include: E-Commerce, Virtual Reality, VR, Augmented Reality, AR, Customer Journey.