Prof. Knoppe discusses trends for the future of retailing

What the future of retail might look like - that's what Prof. Dr. Marc Knoppe, Professor of International Retail Management, Strategic Marketing and Innovation Management at  THI Business School, discussed with representatives from the industry in the "Retail Discussion Panel 2021". The conclusion was that the digital transformation is not a purely technical approach, but requires a realignment of many companies. Today, 80% of customers obtain information online in advance and then go specifically to the stores. This will lead to new retail formats in the future and present retailers with major strategic challenges. They will have to realign their business with well-informed customers and focus much more on the customer experience itself.