Michael Berghoff Christ

One does not need pure “fulfillment agents” in the store, but experience managers or somewhat exaggerated – “feel-good managers with product know-how”. The way the advisor treats me as a customer has a significant influence on sales. If I feel comfortable and am treated as an equal, I will be more inclined to spend more and not to pay attention to whether I got the best bargain.

The decision on whether it is worthwhile to operate a bricks-and-mortar shop should be made differently. It no longer depends purely on the turnover of the POS. The store is a point of experience and a builder of trust. For higher-priced products, you have to be on site – this has a significant impact on direct traffic, conversion rate and thus also online sales.

The retail sector has no choice but to digitize under its own steam. Retailers often get in their own way and want the big solution from the start without thinking specifically about the customer journey that applies to the respective customer group and business model. If you really focus on what is important for your customer and on which processes and touch points you currently have, you can identify where to begin with digitization. Only then should you think about (external) solution providers. In my opinion, customer added value in the customer journey takes precedence over technical excellence!

“Sustainable is the new profitable” is not a harsh enough description. In my opinion, sustainable is the new digital. Companies that have not previously dealt with digitization have almost ceased to be relevant by now. The same will happen to companies that until today have not tackled the issue of sustainability. However, the time frame in which one has to take action is even shorter.

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