BLENDED SHOPPING - Interactivity and Individualization

Britta Fuchs, Thomas Ritz, Bastian Halbach, Florian Hartl

2011

Abstract

In this paper we describe in short the main characteristics of the separate sales channels traditional retail and eCommerce with regards to the sales process of consumer goods. Afterwards we explain the integration of both channels to blended shopping. The behaviour of consumers is influenced by technology driven trends from which we identified the development of web 2.0 and social networks as relevant for blended shopping. Additionally mass customization offers new possibilities to meet the increasing demand for individualized goods close to mass product prizes. The combination of the discussed trends and developments is the basis for a method to structure the development of blended shopping concepts for retailer. As examples two prototypes developed according to results of this method are presented in this paper. The paper closes with a future outlook.

Paper Citation

in Harvard Style

Fuchs B., Ritz T., Halbach B. and Hartl F. (2011). BLENDED SHOPPING - Interactivity and Individualization . In Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2011) ISBN 978-989-8425-70-6, pages 47-52. DOI: 10.5220/0003516500470052

in Bibtex Style

@conference{ice-b11,
author={Britta Fuchs and Thomas Ritz and Bastian Halbach and Florian Hartl},
title={BLENDED SHOPPING - Interactivity and Individualization},
booktitle={Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2011)},
year={2011},
pages={47-52},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003516500470052},
isbn={978-989-8425-70-6},
}

in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2011)
TI - BLENDED SHOPPING - Interactivity and Individualization
SN - 978-989-8425-70-6
AU - Fuchs B.
AU - Ritz T.
AU - Halbach B.
AU - Hartl F.
PY - 2011
SP - 47
EP - 52
DO - 10.5220/0003516500470052