André Roitzsch on the fire letter from the HDE
SHOPMACHER CEO and digital pioneer André Roitzsch on the fire letter of the HDE
FALLING FAR DOWN – FINALLY REALIZE THE DIGITALIZATION OF RETAIL AS AN OPPORTUNITY!
However, it is clearly not enough to attribute the difficulties of retailers in our city centers solely to infrastructural deficits. The digitization of trade is not a threat, but an opportunity. Those who recognize and grasp them will have competitive advantages. Those who miss it will fall further behind in the battle for market share. From what I’ve found, many retailers just haven’t realized what phase is.
Retailers usually keep suppliers, inventory and customers in databases. So digital. The only question is how and where the customer can inspect the goods, pay for them and how he receives them. Seen in this way, the former brick-and-mortar store is nothing more than a showroom. A way to pay for and receive goods. But that can also be done differently: at the front door, in the online shop, at the flea market – or wherever someone thinks they can find potential buyers.
The exciting question is: How can I best present this process for my goods and my customers … or what is wrong with selling and what possibilities are there to do it better?
Why is my new suit at the men’s outfitter still being sent to the checkout in the elevator after I’ve chosen it? I would rather pay it directly to the seller who advised me!
Why do I have to wait for the waiter in a full restaurant when I want to leave? I’d rather pay automatically when I leave!
Why do I have to bring my desired configuration back to the car dealer as a PDF, where he then enters it again into his system in a 30-minute session? I don’t want to sit there uselessly for so long!
The answer: Because these traders operate in separate worlds. Others will organize it differently. With the help of digital services. Very soon. And that is an advantage that customers no longer want to do without. Very easily.
Of course, one can complain that the digital infrastructure for such services has to be better for it to work at all. And you can demand that from politicians.
But I doubt that everyone who is calling for it so loudly today actually already has the concepts in their drawers to gain a real competitive advantage with the much-vaunted infrastructure. In many cases, the opportunities that already exist with the existing infrastructure are by far not being used. There is still a lot of work ahead of the dealers.”
Germany is famous for its engineering. Products “made in Germany” are in demand all over the world. In the age of digitization, however, reliable and attractive products are no longer a unique selling point for sustainable success. Because customers are increasingly looking not just for products, but for solutions.
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