Verändertes Kundenverhalten durch die Digitalisierung

The aim of this work is to answer the question of how changing customer behavior due to digitalization influences retail and what strategies companies adopt in response. Initially, it will be explained how digitalization affects or transforms retail and what opportunities and risks accompany it. The main part of the work will focus on the altered customer behavior. The outcome should highlight the characteristics that define modern customer behavior and how, or through which channels, today's customers interact. Finally, the organizational changes of companies in relation to digitalization, the relationship between companies and customers, and the mutual benefits will be described. To provide practical insight into the current state of retail, guideline interviews were conducted with 13 experts from the retail sector. The respondents include large, medium, small, and micro enterprises from various retail industries. The results have been continuously integrated into the theoretical framework.