IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-49614-2_100.html

Omnichannel im Einzelhandel

In: Praxishandbuch Digitales Management

Author

Listed:
  • Mark Harwardt

    (Hochschule für angewandtes Management)

Abstract

Zusammenfassung Die fortschreitende Digitalisierung hat den Einzelhandel nachhaltig transformiert, indem sie Konsumentenverhalten und Erwartungen grundlegend verändert hat. Kunden bewegen sich heute nahtlos zwischen verschiedenen Kanälen wie Onlineshops, mobilen Apps und stationären Geschäften. Kunden erwarten konsistente Erfahrungen über alle Kanäle hinweg, wobei Flexibilität, einfache Informationsbeschaffung und ein reibungsloser Kaufprozess zentral sind. Studien zeigen daher, dass 86 % des Umsatzwachstums im Einzelhandel auf Omnichannel-Strategien zurückzuführen sein werden. Um Wettbewerbsvorteile zu sichern, müssen Unternehmen somit Omnichannel-Strategien entwickeln, die auf Kundenbedürfnisse abgestimmt und in den gesamten Unternehmenskontext integriert sind.

Suggested Citation

  • Mark Harwardt, 2026. "Omnichannel im Einzelhandel," Springer Books, in: Stefan Detscher & Michael Hepp (ed.), Praxishandbuch Digitales Management, pages 725-745, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49614-2_100
    DOI: 10.1007/978-3-658-49614-2_100
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-49614-2_100. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.