Research

Commerce

 

Commerce at WI II

In today’s consumer goods industry, products become more and more similar and exchangeable. Successful retailing (online as well as brick and mortar commerce) requires a consistent renewal of the product portfolio, an appealing presentation of the goods as well as an offering of additional services at the point of sale. For years the online business has been growing and now it’s getting harder to reach customers via traditional sales channels. Commerce that happened exclusively in physical sales locations is now confronted with a variety of new channels. Innovative technologies lead to an intense fusion of the real and the digital world, providing one holistic experience for the customer instead of an individual perception of disconnected touch points. The term “omnichannel commerce” describes a sales process in which all channels fluently blend into each other.