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Future Trends in Multi-channel Retailing

In: Retailing in the 21st Century

Author

Listed:
  • Peter Sonneck

    (TNS Infratest)

  • Cirk Sören Ott

    (TNS Infratest)

Abstract

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.

Suggested Citation

  • Peter Sonneck & Cirk Sören Ott, 2010. "Future Trends in Multi-channel Retailing," Springer Books, in: Manfred Krafft & Murali K. Mantrala (ed.), Retailing in the 21st Century, pages 221-238, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-72003-4_14
    DOI: 10.1007/978-3-540-72003-4_14
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    Cited by:

    1. Joanna Pawlak & Wioletta Wroblewska, 2022. "Consumer Behavior on the Organic Fruit and Vegetable Market: The Evidence from Poland," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(15), pages 24-36.
    2. Katarzyna Bilińska-Reformat & Magdalena Stefańska, 2016. "Young Consumers’ Behaviours In Retail Market And Their Impact On Activities Of Retail Chains," Poslovna izvrsnost/Business Excellence, Faculty of Economics and Business, University of Zagreb, vol. 10(2), pages 123-134.

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