The internet is indisputably so important both as an information medium and as a purchasing platform that hardly any medium-sized or larger trading company can ignore it.
No matter whether textiles, sports, toys, furniture or food: almost all product ranges are also offered online today. And not only through online retailers: At the latest since keywords such as "multi-channel" and "omni-channel" started to make the rounds a few years ago, most classic stationary retailers have also been operating online shops with the aim of enabling customers to enter the purchasing (decision) process at any time and anywhere via a wide variety of channels.
It has thus become an absolute reality that most classic stationary retailers also operate online shops and are thus confronted with all the challenges of online trading and also omni-channel coordination, with the extremes of stationary branch sales and online sales.
