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No-Line-Handel
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Das heutige Konsumentenverhalten wird zunehmend geprgt durch die parallele Nutzung von Medien und Einkaufskanlen. Um dabei Kundenkonfusion zu vermeiden, sollte im Multi-Channel-Handel keine Trennung mehr in reine Online- und Offline-Welten stattfinden. Aus Kundenperspektive mssen vielmehr die Online- und Offline-Kanle zu No-Line-Systemen verschmolzen werden, in denen alle Absatzkanle maximal vernetzt und integriert sind. Dieses setzt auch das Vorhandensein eines Mobile-Commerce-Kanals voraus, den die Konsumenten parallel zum stationren Einkauf nutzen knnen. Nur so ist fr sie das maximal mgliche Spektrum an Multi-Channel-Leistungen anywhere and anytime abrufbar. Gerrit Heinemann zeigt die Besonderheiten des neuen No-Line-Handels auf und stellt dar, welche enormen Chancen diese hchste Evolutionsstufe des Multi-Channel-Handels insbesondere fr traditionelle Betriebsformen bietet.
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