Retailers have been dealing with the issue of digitalization in retail for years, but the coronavirus pandemic has accelerated this trend. With brick-and-mortar stores temporarily closed as sales platforms, smaller retailers are now also finding their way into online commerce.
According to a survey by the digital association Bitkom, German retail companies consider themselves to be laggards, as new logistical challenges are emerging in the course of the digitalization process. The fastest possible delivery of goods is a decisive factor for customers, but in order to withstand this pressure, companies must invest in new jobs before the advantages of online retail become apparent.
The pandemic has accelerated some trends in retail, such as the online grocery sector. The ability to make purchases via smartphone allows companies to expand their customer base and also save on rental costs. Click & Collect, also known as cross-channel, is also becoming increasingly popular. Customers can view your product range online, purchase and pay for the goods there, and then pick them up themselves in the store.
But digitization does more than just simplify the expansion of the customer base. Expansion is also made significantly easier by the possibility of showrooms. Goods that no longer fit in brick-and-mortar stores can be offered online. This allows customers to get advice in-store and then buy online. Whether digitization is really worthwhile depends entirely on the industry. In the textile sector, it is easier to set up an online store than for a hardware store.
