Hypotheses 2: The innovative winner will take it all.
Drones, chatbots, digital assistants and mobile phones ensure that shopping behaviour will continue to revolutionise. A study by Bazaarvoice shows that shoppers today are often on the move. Over 50 percent of page views come from mobile devices. Concepts such as a digital navigation system in the supermarket are high on the wish list of shoppers – as well as exploiting the opportunities offered by Artificial Intelligence and the associated automation. As the study "Automated Shopping – Hit or Hype in Retail?" by ECC Köln and SAP Customer Experience shows, four in ten consumers can already imagine automated shopping in order to make purchasing everyday products quicker.
From 2020, the new 5G mobile network standard with a bit rate of 10,000 Mbit/s is to be introduced to the mass market. For retail it is expected that 5G will further advance the mobile use of AR and VR. New shopping concepts are required. For retailers, it comes down to reacting to the new customer requirements quickly and innovatively, with the aid of AI, IoT or other innovative technologies, by offering customer-oriented services. Examples include the use of modern apps as well as establishing and personalising the ordering system for the user. Consumer-generated content, such as product ratings and social content, is becoming increasingly significant for online retail.