Dirk Bachmann

Dirk Bachmann Deutsche Telekom

More focus is being placed on entertainment and advice. Customers want to be amused. Experiencing products in a playful way is therefore very sustainable and can be a real USP. The actual in-store transaction, on the other hand, is relegated to the background in the store. It may take place there, but according to an omnichannel approach, it does not have to.

Shopping has become a leisure activity and is no longer purely about meeting needs. Pure transaction business or need satisfaction is increasingly moved to online platforms….if it’s supposed to be fun, you go to the city center.

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