Multichannel Retailing -- What the Customer really wants

Online shopping is becoming ever more important: In Germany, although only 7% of transactions are done online, Internet shopping accounts for 16% of sales revenues -- and rising. But brick-and-mortar retailers should not despair in the face of online competition. Conventional shopping is still most Germans' favorite way of shopping -- regardless of online price wars or the new generation of digital natives with their high affinity for the Internet. These are the conclusions of a study entitled "What the customer really wants", produced by Roland Berger Strategy Consultants and ECE Projektmanagement.