Status of digitization in the retail trade using the example of Ku’damm & Tauentzienstraße

At the end of the year there is a buzz in German retail. How well the stationary retail trade can hold its own is the same question every year. eStrategy Consulting took the example of Berlin’s Ku’damm and Tauentzienstrasse to look at the state of digitisation on site.

Tauentzienstrasse and Kurfürstendamm are among the most frequented shopping streets in Germany, and their appeal is not diminishing even in the age of online retail. Nevertheless, the assembled shops have to face the changing customer expectations and the challenges of digitalization. A recent study by eStrategy Consulting examined 165 shops along these two streets. The focus was on linking the local business with the digital marketing and sales channels as well as digitally supported processes in the local business itself. The study defines three phases along a typical customer journey.