Future Trends in Multi-channel Retailing

Commercial retailers find themselves in an increasingly complex environment. On one hand, this complexity is shaped by establishment of new channels and store formats, while there is also moderation of the earlier “store-specific offered goods” targeted at the consumer. On the other hand, consumers also demonstrate multi-optional behaviour and needs structure.

This chapter will outline the status quo currently prevailing in the retail world. In the first part, we intend to show the characteristics of consumer needs and behavioural patterns set against the background of immensely diverse channels and store formats. The second part will deal with the question of how retailers are able to react within the existing framework of multi-channel strategies, and provide some basic guidelines.