Multi-Channel Forum

Multi-channel is the new challenge – strategies for the retail world of the future.

From the consumer's point of view, sales channels don’t exist as separate entities but are combined at will when shopping around before deciding to buy. Consumers use different sales channels to meet different needs. Where the consumer actually purchases a product depends on many different factors. The multi-channel behaviour displayed by consumers is posing new challenges for the retail industry. To respond appropriately to this changed information-gathering and purchasing behaviour and make profitable use of it, the individual sales channels have to be effectively interlinked and balanced. Easily explained in theory, but many retailers seem to be experiencing problems putting this into practice. 

The topics dealt with in the multi-channel forum include:

• From multi-channel sales to cross-channel added value – Which direction are things moving in and which strategies deliver successful results?

• Multi-channel habits of consumers – What advantages or disadvantages do consumers see in the various channels and how should retailers respond?

• The mobile challenge – How can retailers integrate the smartphone into their sales systems?

• Addressing (potential) customers directly through successful multi-channel marketing – Opportunities and challenges for retailers.

Moderated by
Dr. Kai Hudetz   

Daniela Zimmer

Venue: Hall 9 Time: Tue/Wed. 11 a.m. – 5 p.m. All free of charge, with no need for registration and at the very heart of the trade show.

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