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Digital-lokaler Einzelhandel

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  • Hesse, Andreas

Abstract

Der vorliegende Beitrag beschäftigt sich mit dem Strukturwandel im Einzelhandel in Deutschland, mit Fokus auf den lokal-stationären inhabergeführten Einzelhandel in mittelgroßen und kleinen Städten. Auf der Grundlage einer Literaturanalyse der Veränderungen von Handelsstrukturen, der kundenseitigen Veränderungen sowie ausgewählter technologischer und datenbasierter Entwicklungen verdeutlicht der Autor die Bedeutung von "Omnichanneling" und "Local-Commerce-Modellen" für den lokalstationären Einzelhandel. Mehrere empirische Primärerhebungen der Hochschule Koblenz dienen ergänzend der Ableitung konkreter Handlungsempfehlungen zur Beantwortung folgender Leitfrage: Wie sollen lokal-stationäre Einzelhändler mit digitalen Möglichkeiten wie Omnichanneling und Local-Commerce-Modellen umgehen? Aus der Diskussion um Omnichanneling und Local-Commerce-Modelle leitet der Autor einen hybriden Einzelhandelsansatz ab, mit dem Kunden auf allen von ihnen profitierten Kanälen angesprochen werden. Wie kann es dabei gelingen Mehrwert für die Kunden in Kauf- und Serviceprozesse zu bieten? Der vorliegende Beitrag liefert zu dieser und weiteren Fragen konkrete Antworten.

Suggested Citation

  • Hesse, Andreas, 2019. "Digital-lokaler Einzelhandel," Wissenschaftliche Schriften des Fachbereichs Wirtschaftswissenschaften 29-2019, Hochschule Koblenz - University of Applied Sciences, Fachbereich Wirtschaftswissenschaften.
    • Handle: RePEc:zbw:hkowis:292019
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    References listed on IDEAS

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    1. Herhausen, Dennis & Binder, Jochen & Schoegel, Marcus & Herrmann, Andreas, 2015. "Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online–Offline Channel Integration," Journal of Retailing, Elsevier, vol. 91(2), pages 309-325.
    2. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
    3. Sellenthin, Mark O., 2014. "20 Jahre TechnologieZentrum Koblenz: Wie haben sich die Unternehmen des TZK entwickelt?," Wissenschaftliche Schriften des Fachbereichs Wirtschaftswissenschaften 15-2014, Hochschule Koblenz - University of Applied Sciences, Fachbereich Wirtschaftswissenschaften.
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