The New Definition of Shopping. Significantly More Digital, Analogously Different.
Digital, But Never Digitally Only. The Austrian Trade Association’s Study on New Business Models.
Don’t we all keep asking the same question: Will we still shop in physical stores in the future? And if so, who will advise us there? Or are we already in the middle of a paradigm shift toward entirely new business models? A recent study by the Austrian Trade Association examined exactly that. One thing is clear: in-store consultation remains important — but almost everything else is changing. Digital advertising, in particular, is emerging as the key technology for future business success. Still, the DMS credo applies: digital, but never digitally only. Because the analog environment will continue to play a vital role in the future.
Let's Shop Digitally.
Two-thirds of Austrian internet users shop online at least once a month — and one in four shops even more frequently, as long as delivery is free. For over 40% of online shoppers, free delivery is the main reason for making a purchase. Reliable delivery times and free return options are also essential. Amazon shows how it’s done. The online giant continues to dominate. A study by Slice Intelligence on the 2016 Christmas season revealed that a massive 38% of all holiday purchases that year were made via Amazon. As a result, competitors are increasingly losing ground — especially with younger audiences. So the question is: what now?
The Exciting Part. Digitalization Turns Stores Into Experiences.
Digitalization offers retailers huge opportunities to create wow moments. Online tools can blend seamlessly with physical shopping — for example, through the “Endless Aisle.” This digital POS solution ensures that customers can purchase items in-store even when they’re not physically in stock. A multi-touch panel expands the shelf into a virtual space. Anything unavailable locally can be ordered immediately — and arrives at home a day or two lat
Autonomous Shopping as the Shopping Experience of the Future.
Technologies for “autonomous shopping” will play a central role going forward. Adidas is already successfully integrating this in its stores — for example, with a “virtual wall.” Via touchscreen, customers can select shoes from a digital shelf, view detailed 3D images, rotate the products, and access more information. The wall also includes videos and live tweets.
In the Austrian Trade Association’s study, autonomous shopping is seen positively: almost 60% of respondents believe the concept will be realistic or very realistic within the next eight years. In short: customers are happy to help themselves. But that raises another question: Will we still need sales staff in the future?
Shop at the Touch of a Button.
Imagine this: you’re out of toilet paper, and with one quick button press — placed right next to the toilet brush, if you like — a new bulk pack is delivered the next day. That’s how Amazon’s Dash Button already works. And more than 40% of Austrian internet users find this scenario personally realistic. Will stores soon be obsolete — replaced by individual points of sale installed on the walls of our homes? It’s a compelling thought.
Personal Advice + Digital Assistants = The Perfect Equation.
Personal advice still matters. While more than a third of Austrians can imagine shopping with a digital assistant, most still prefer human advisors — or a mix of both. Yet smart assistants like Siri, Cortana, or Alexa are already metaphorically knocking on shop doors. They’ll soon standardize how we purchase products and services through interaction — “conversational commerce” — and increasingly influence buying decisions. This can be a clear win for retailers: these assistants know their users’ preferences and habits — and share them with retailers at the forefront of digitalization. The result? Long-term customer retention and tailor-made offers delivered right in-store. Regardless of which trend dominates, one thing is certain: the next generation will expect technology in shops by default. So it’s high time to integrate digital solutions that not only meet expectations but spark new desires instantly.
Trade Better With DMS.
Curious about what else is happening in retail? Let’s talk. Retail is our specialty — and as a full-service agency, we’re happy to be your digitalization partner.We’ll help you find the best possible solution, from idea to execution and ongoing support.Because that’s our mission: to inspire.
