Dass die Handelswelt mittlerweile nicht mehr ohne den Online-Kanal gedacht werden kann, ist bekannt. Wie stark das Cross-Channel-Einkaufsverhalten unter den Konsumenten aber tatsächlich ausgeprägt ist, zeigt die Studie "Cross-Channel im Umbruch - Das Informations- und Kaufverhalten der Konsumenten Vol. 7" des ECC Köln und hybris software. Fast zwei Drittel der deutschen Internetnutzer zählen zu den sogenannten selektiven Online-Shoppern, die sowohl online als auch stationär einkaufen. Nur noch knapp acht Prozent der für die Studie Befragten kauft nicht gerne online ein. "Der traditionelle Handelskäufer stirbt aus, nicht jedoch der stationäre Handel", so Dr. Eva Stüber, Leiterin Research und Consulting am IFH
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