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Interaktive Einkaufserlebnisse in Innenstädten: Digitale Dienstleistungen Mit Der Smartmarket²-Plattform
Paperback
Business GeneralManagementGeneral Computers
ISBN13: 9783662658130
Publisher: Springer Gabler
Published: Mar 2 2023
Pages: 376
Weight: 1.40
Height: 0.82 Width: 6.69 Depth: 9.61
Language: German
Die Digitalisierung ist für den stationären Einzelhandel Chance und Bedrohung zugleich. Nicht zuletzt hat die Pandemie den Wettbewerbsdruck verschärft, aber auch den Wert der Innenstadt für unsere urbane Lebensqualität ins Bewusstsein gerückt.
Basierend auf neuesten digitalen Technologien werden konkrete Perspektiven für den stationären Einzelhandel der Zukunft entworfen. Digitale Einkaufserlebnisse können die Stärken des Handels betonen und ergänzen. Zu ihrer Umsetzung werden mobile Applikationen sowie eine digitale Plattform vorgestellt. Im Rahmen zweier Feldstudien wurden diese Ma nahmen in einer mittelgro en Innenstadt umfassend umgesetzt und ausgewertet.
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