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Digitalisierung im Einzelhandel. Kaufverhalten und neue Möglichkeiten der Kundenansprache in der Bekleidungsbranche

Digitalisierung im Einzelhandel. Kaufverhalten und neue Möglichkeiten der Kundenansprache in der Bekleidungsbranche

          
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About the Book

Die neuen Möglichkeiten des Internets und innovative Technologien eröffnen für Unternehmen neue Wege der Kundenansprache. Gleichzeitig verändern sich aber auch die Erwartungshaltung der Verbraucher sowie das Kaufverhalten. Der Einzelhandel gehört daher zu einer Branchengruppe, die vor besonders großen Herausforderungen steht. Hat der Online-Handel den stationären Handel bereits besiegt? Welche Faktoren des Online- und Offline-Handels spielen für Kunden eine besondere Rolle? Welche sind dagegen störend? Sind Kunden überhaupt an neuen Einkaufserlebnissen interessiert? Maria Steblau betont in ihrer Publikation, dass der stationäre Handel auch im Zeitalter des Online-Handels nicht wegzudenken ist. Denn obwohl die meisten Frauen ab 16 Jahren auch online einkaufen, bevorzugen sie trotzdem den stationären Handel. Steblau entwickelt deshalb für beide Modelle neue Schnittstellen zum Konsumenten. Ob virtuelle Stores oder smarte Umkleiden, die Digitalisierung bietet viele Möglichkeiten, das Kundenverhalten positiv zu beeinflussen. Aus dem Inhalt: - E-Commerce; - Virtual Reality; - VR; - Augmented Reality; - AR; - Customer Journey


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Product Details
  • ISBN-13: 9783960956778
  • Publisher: Studylab
  • Publisher Imprint: Studylab
  • Height: 210 mm
  • No of Pages: 92
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3960956770
  • Publisher Date: 23 Apr 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 131 gr


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Digitalisierung im Einzelhandel. Kaufverhalten und neue Möglichkeiten der Kundenansprache in der Bekleidungsbranche
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Digitalisierung im Einzelhandel. Kaufverhalten und neue Möglichkeiten der Kundenansprache in der Bekleidungsbranche
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