The rise of eCommerce sales last year, coupled with the corona pandemic, has led to an evolution in buying behavior that will continue in 2021. Shoppers may be getting accustomed to conveniences such as instant access to detailed product information, contactless payment, and online returns — whether they’re purchasing in-store or online. Retailers and brands who can adapt and exceed the customer’s expectations have an opportunity to fare well in the future. We hit the streets to find out exactly how visible the German retail sector is in the digital world.
To expand on a Berlin-based study that eStrategy Consulting conducted last fall, Status of Digitization in Stationary Retail in Ku’damm & Tauentzienstrasse, the research team conducted a wider joint analysis with property consultancy company Jones Lang LaSalle (JLL). The new study, Digitalization in the German Retail Sector (PDF), gives an overview of which stores, brands, and locations offered features or services that tailored to the needs of the digital customer across Germany.
We examined 755 shops in 12 high streets of Germany’s big 7 cities (Berlin, Düsseldorf, Frankfurt, Hamburg, Köln, München, and Stuttgart), taking into account all phases of the customer journey relevant to the stationary point of sale (POS).