Retailers can definitely manage digitization on their own, it’s just a question of speed. I believe that retailers have a better sense of their customers’ acceptance. So it’s not about digitization for its own sake, but simply to make sure that the speed at which you digitize things always keeps pace with the customer, to see how far the customer will go with you. That’s why so-called hybrid models are often offered. This way you say: Dear customer, you can decide yourself what you want.

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