Berlin 2012 – wissenschaftliches Programm

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AIW: Arbeitskreis Industrie und Wirtschaft

AIW 3: AIW Industrietag II

AIW 3.2: Hauptvortrag

Mittwoch, 28. März 2012, 15:00–15:45, A 151

Multichannel – What the “digital revolution” means for retailers — •Markus Hepp — Principal, BCG Office Köln

a) Complete “deconstruction” of the retail value chain – with major shifts in profit pools “Battle of the layers”: consumer access, shopping experience/merchandizing, fulfillment

b) Marketplaces, aggregators and intermediaries becoming dominant

c) Social Media are dramatically changing how consumers shop

d) Mobile commerce will accelerate online growth and force retailers to rethink their entire operating model

e) Digital technologies offer countless new ways to revolutionize the shopping experience – online and offline: Virtual shelf space, NFC payments, RFID, QR-codes, digital marketing, location-based coupons, Facebook credits, mobile apps, context based outdoor advertizing, etc. etc.