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The eight-page Dossier of the “Berliner Wirtschaft” is also available as an online article. The remaining contents can be accessed via an e-reader variant.

Ruthless analysis and innovative tools count: Tips from digitalisation and e-commerce expert Cliff Pfefferkorn

Digitalisation and e-commerce pose major challenges, especially for small and medium-sized retailers. Companies should consider a few points in order not to fall behind – and to avoid expensive mistakes. Understanding the market, the competition and the customers Basically, the retail trade must develop a new view of which competitor is courting which customers and how. It is no longer about the retailer two corners further, but about supra-regional competition, for example in consumer electronics with platforms such as “Wish”. Retailers have to put themselves in the shoes of their customers and mercilessly analyze where the new competition is more attractive for the customer than their own offerings. This can be unpleasant, but it is essential in order to identify the right need for change.

Reviewing and implementing your own options for digitisation and e-commerce

Dealers need an individual concept for the benefit of digitisation. Unfortunately, there are no blueprints here; the retail landscape is far too diverse, for example in terms of assortment, size or location. The online visibility of one’s own shop and assortment, with price and availability, is elementary. Today, customers often select products online and then choose the best retailer online. A retailer who is not present in this Customer Journey is already virtually invisible to the customer at this point. Another option is supplementary e-commerce. This is where marketplaces come in, especially those with the support of the local point of sale. Subsequently, topics such as customer loyalty or new services become interesting. The necessary consistency is indispensable for all concepts and, especially for innovative ideas, rapid testing through piloting.

Developing infrastructure, building competence, using partnerships