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Neue Technologien im stationären Einzelhandel: Mobile Apps oder stationäre Geräte?

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Digitalisierung im Vertrieb

Zusammenfassung

Der Boom des Onlinevertriebs ist zu einer der großen Herausforderungen für den stationären Einzelhandel geworden. Um dieser Herausforderung zu begegnen, sind in der Praxis eine Reihe von Pilotprojekten auf den Weg gebracht worden, die neue Technologien dazu einsetzen, Produkt- und Händlerinformationen auch im stationären Einzelhandel besser zugänglich zu machen.

Eine Evaluation dieser Pilotprojekte mit Bezug auf ihre Akzeptanz beim Kunden und evtl. sogar Präferenzbildung steht im Fokus dieses Beitrages. Zu diesem Zweck wurde eine empirische Onlineerhebung unter Konsumenten durchgeführt.

Die Auswertung der gesammelten Antworten zeigt eher akzeptable Niveaus an Akzeptanz und Präferenz der bisherigen Pilottechnologien auf. Die Ergebnisse liefern dem Einzelhandel aber auch Hinweise auf Optimierungspotenzial solcher Vertriebslösungen. Der Schlüssel zum Erfolg liegt hier in der Emotionalisierung der technischen Lösungen: Freude und Spaß an der Nutzung der neuen Technologien sorgen für ein positives Einkaufserlebnis und damit für eine Anregung des Konsums im stationären Einzelhandel.

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  1. Valentinskamp 64, 20355, Hamburg, Deutschland

    Sara Kheiravar

  2. Desenißstraße 48, 22083, Hamburg, Deutschland

    Prof. Dr. Nicole Richter

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    Lars Binckebanck

  2. Hochschule Esslingen University of Applied Sciences, Esslingen, Germany

    Rainer Elste

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Kheiravar, S., Richter, N. (2016). Neue Technologien im stationären Einzelhandel: Mobile Apps oder stationäre Geräte?. In: Binckebanck, L., Elste, R. (eds) Digitalisierung im Vertrieb. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-05054-2_26

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