Zukunftslabor Einzelhandel Südwestfalen 2020

Motivation

In the next 10 years, a 30 % decrease in revenues for brick and mortar retailers caused by online channels is expected. The medium-sized owner-managed retailers have not found an effective way to strategically realign themselves in this new competitive environment. They often lack the time and knowledge to develop new sales and communication concepts, in which the Internet is integrated.

Goals and Procedure

The goal of the project is to strengthen the competencies of retail trade in the multi-channel area, on the basis of a detailed analysis of the situation in selected model cities in South Westphalia and the respective awareness campaign. This will be achieved through local workshops, as well as stationary and online training courses. Furthermore, product range, retail and service concepts are to be analyzed and optimized.

Innovation and Perspectives

By strengthening the competencies of the brick and mortar stores, their long-term viability within the competitive atmosphere should be improved. As a result, a contribution to the protection of the supply structures and the attractiveness of city centers, especially in rural areas, is made. This is an important factor for the preservation of the quality of life for citizens in the region and for the support of the primarily industrial companies in their endeavours to attract and retain qualified personnel.

  • Funding Programme

    European Regional Development Fund (ERDF),

    Call for Projects „Regio.NRW – Innovation und Transfer“

  • Volume

    1.2 Mio. €

  • Project Duration

    01.04.2016 – 31.03.2019

  • Consortium

    • South Westphalia University of Applied Sciences (CCEC)
    • University of Siegen
    • Forschungsinstitut für Regional- und Wissensmanagement gGmbH
    • IHK Arnsberg
    • SIHK zu Hagen

Further information about the free workshops for retailers can be found under: www.einzelhandelslabor.de. Should you be interested in individual workshops (for small groups) on the topics of webpage creation via WordPress, Search Engine Optimization (SEO) or Search Engine Advertisemente (SEA) via Google AdWords, please send us an e-mail:

Publications

2019 | DRIVERS AND BARRIERS OF LOOROS

ABSTRACT
A disruptive innovation process in the retail industry threatens the very existence of Local Owner Operated Retail Outlets (LOOROs). The traditional business model of  LOOROs is challenged by digitalization pressure imposed by online and offline competitors on the one side and by changing shopping habits of their customers on the other. Despite all digitally-enabled opportunities to regain competitive power, LOOROs still hesitate to adopt digital tools and applications. The aim of this study is to examine drivers and barriers of the digitalization of LOOROs to identify possible trigger points that can promote their digital development. Therefore, we conducted a survey among 223 LOORO owners from 26 cities in Germany. The results indicate high uncertainty among SME retailers about what to do and where to begin the path towards digitalization. LOOROs positive attitude towards digitalization is the only driver. Furthermore, LOOROs face manifold barriers, including lack of available resources, low perception of external pressures, low intentions to use and low current use of digitalization. Our findings reveal that the use of digital tools and applications for administration and marketing could work as a suitable trigger to promote digital development and are promising starting points for LOOROs.

ENGLISH VERSION (ORIGINAL)

Drivers and barriers of the digitalization of local owner operated retail outlets

Authors
Lars Michael Bollweg
South Westphalia University of Applied Sciences

Richard Lackes
Technical University of Dortmund

Markus Siepermann
Technical University of Dortmund

Peter Weber
South Westphalia University of Applied Sciences

2019 | LOCAL SHOPPING PLATFORMS

An extended version of the publication was presented in February 2019 at the Tagung Wirtschaftsinformatik.

ABSTRACT
Competitors and customers put Local Owner-Operated Retail Outlets (LOOROs) under digitalization pressure. Local Shopping Platforms (LSP), acting as intermediaries between LOOROs and their customers, explicitly make use of the locational strength of LOOROs and seem to be a promising vehicle to help LOOROs overcome their manifold digitalization difficulties. In this study, with the help of a structured content analysis of 27 LSPs in Germany, Switzer-land, and the U.S., we analyze LSPs as local descendants of e-marketplaces and derive a functionality-based typology. Furthermore, we scrutinize how LSPs harness LOOROs locational advantages. Despite their visible role as inter-organizational service-hubs and a low-level entry option to e-commerce for LOOROs, our results show that LSPs currently unduly focus on location-enabled services that support the online channel, while neglecting the potential of location-based services and the local stores as a Point of Sale (PoS).

ENGLISH VERSION (Original)

Local Shopping Platforms – Harnessing Locational Advantages for the Digital Transformation of Local Retail Outlets: A Content Analysis

Authors
Lars Michael Bollweg
South Westphalia University of Applied Sciences

Richard Lackes
Technical University of Dortmund

Markus Siepermann
Technical University of Dortmund

Peter Weber
South Westphalia University of Applied Sciences

Valerie Wulfhorst
South Westphalia University of Applied Sciences

2018 | CARROT OR STICK - HOW TO TRIGGER THE DIGITALIZATION OF LOCAL OPERATED RETAIL OUTLETS?

“Carrot-or-Stick: How to Trigger the Digitalization of Local Owner Operated Retail Outlets?” was presented in January 2018 at the Hawaii International Conference on System Sciences (HICSS) 2018 in Kona, Hawaii (USA).

ABSTRACT

Local Owner Operated Retail Outlets (LOOROs) are threatened in their very existence by the digitalization pressure from online and offline competitors on the one hand and by changing shopping habits of their customers on the other. Despite all digitally-enabled opportunities to regain competitive power, LOOROs still hesitate to adopt digital tools and applications. Politicians, city managers and retail lobbies seek for triggers to support the local structures and to push the digitalization efforts of local retailers. Building on Andreoni´s “Carrot-and-Stick Approach”, this study examines the impact of the availability of resources (carrot) and the perception of pressure (stick) on the use of digital applications among 223 owners of LOOROs from 26 cities in Germany. Our findings show that LOOROs are receptive for “Carrot-and-Stick”. LOOROs seek for orientation while suffering under a shortage of time and capacities and seem to be disconnected from the development of their competi-tors and their customers.

ENGLISH VERSION

Carrot-or-Stick: How to Trigger the Digitalization of Local Owner Operated Retail Outlets?

Authors
Lars Michael Bollweg
South Westphalia University of Applied Sciences

Richard Lackes
Technical University of Dortmund

Markus Siepermann
Technical University of Dortmund

Peter Weber
South Westphalia University of Applied Sciences

2018 | ARE LOCAL RETAILERS CONQUERING THE LONG TAIL?

“Are Local Retailers Conquering the Long Tail? A Web Usage and Association Rule Mining Approach on Local Shopping Platforms ” was presented in March 2018 at the Multikonferenz Wirtschaftsinformatik 2018 (MKWI) in Lüneburg, Germany.

ABSTRACT 

Competitors and customers put Local Owner Operated Retail Outlets (LOOROs) under digitalization pressure. Local Shopping Platforms (LSP) seem to be a promising approach for LOOROs to tackle the digitalization challenge and to overcome their physical and locational disadvantages compared to e-commerce players. However, little is known about the actual performance of LSPs and the (shopping) behavior of the LSP visitors. In this study, we therefore assess the web usage data of five German LSPs. Our findings show that LSPs provide a digital sales and service channel to LOOROs that extends their local catchment area and facilitates their online visibility and accessibility. However, LSPs so far miss the opportunity to create an inter-organizational shopping environment. LSP visitors do not browse across product offers of various vendors, but they mostly follow a single product search strategy and ignore the intended local marketplace structure of the platforms.

ENGLISH VERSION

Are Local Retailers Conquering the Long Tail? A Web Usage and Association Rule Mining Approach on Local Shopping Platforms

Authors

Robin Ahlers
South Westphalia University of Applied Sciences

Lars Michael Bollweg
South Westphalia University of Applied Sciences

Richard Lackes
Technical University of Dortmund

André Ruegenberg
South Westphalia University of Applied Sciences

Ali Reza Samanpour
South Westphalia University of Applied Sciences

Markus Siepermann
Technical University of Dortmund

Peter Weber
South Westphalia University of Applied Sciences

2018 | THE ROLE of E-INTERMEDIERAIES IN LOCAL RETAIL HYPERLINK NETWORKS

“The Role of E-Intermediaries in Local Retail Hyperlink Networks: A Hyperlink Network Analysis” was presented in March 2018 at the Multikonferenz Wirtschaftsinformatik 2018 (MKWI) in Lüneburg, Germany:

ABSTRACT

Local Owner Operated Retail Outlets (LOOROs) are threatened by the digitalization pressure from offline and online competitors on the one hand and by changing shopping habits of customers on the other. The involvement of e-intermediaries like e-marketplaces could help LOOROs to regain competitive power – not only in terms of additional online sales channels, but also with regard to professional online behavior and e.g. online visibility in terms of SEO. However, little is known about LOOROs online networking patterns, link-building strategies and the specific role of e-intermediaries in this matter. To investigate the raised questions, this study analyzes hyperlink networks of local retailers in three German cities. We explored 14.780 websites and identified 12 categories of important stakeholders for local retail hyperlink networks. Our results reveal that LOOROs neglect the opportunities of local online cooperation. E-Intermediaries act as link hubs for local retailers, but local retailers follow passive link-building strategies and hesitate to link to e-intermediaries.

ENGLISH VERSION

The Role of E-Intermediaries in Local Retail Hyperlink Networks: A Hyperlink Network Analysis

Authors
Lars Michael Bollweg
South Westphalia University of Applied Sciences

Richard Lackes
Technical University of Dortmund

Markus Siepermann
Technical University of Dortmund

Peter Weber
South Westphalia University of Applied Sciences

2016 | IN-STORE ANALYTICS

In September 2016, the research findings on the topic “In-Store Customer Analytics – Metrics and Maturity Scenarios for the Collection of Physical in-Store Customer Data for Retail ” were presented on the conference Informatik 2016 in Klagenfurt am Wörtersee, Austria.

ABSTRACT

While collecting and analyzing customer data via the web browser (Web Analytics) is very common in online-retail, stationary retail outlets have so far tended to neglect to collect and assess data of customer visits to their stores (In-Store Customer Analytics) and have instead tended to focus on analyzing transaction data. Yet for online retail, it is the analysis of customer data prior to the transaction that has been the most influential tool for the further development and improvement of services, in particular the optimization of the landing page and conversion optimization. Thus it can be assumed that the analysis of customer visit data offers a similar potential to improve services and conversion rates for stationary retail. This paper offers a systematic assessment of the measurable components of in-store customer metrics based on an extensive literature review and furthermore provides a matrix for maturity assessment for a number of key technologies that are available for in-store customer analytics.

GERMAN VERSION

In-Store Customer Analytics – Metriken & Reifegradszenarien zur Erfassung physischer Kundenkontakte im stationären Einzelhandel

ENGLISH VERSION

In-Store Customer Analytics – Metrics and Maturity Scenarios for the Collection of Physical in-Store Customer Data for Retail

Autoren
Lars Michael Bollweg
Fachhochschule Südwestfalen

Richard Lackes
Technische Universität Dortmund

Markus Siepermann
Technische Universität Dortmund

Peter Weber
Fachhochschule Südwestfalen

2016 | DIGITALIZATION OF LOCAL OWNER-OPERATED RETAIL OUTLETS

In July 2016, our research findings on the topic “DIGITALIZATION OF LOCAL OWNER OPERATED RETAIL OUTLETS: THE ROLE OF THE PERCEPTION OF COMPETITION AND CUSTOMER EXPECTATIONS” were presented on the Pacific Asia Conference on Information Sytems (Pacis 2016) in Chiayi, Taiwan.

ABSTRACT

On the one hand, the increasing digitalization of commerce has put local owner operated retail outlets (LOOROs) under pressure to adapt their business models to the new technological and competitive environment as well as to the changing shopping habits of their customers. On the other hand, it also offers potential competitive advantages for them. This paper investigates the retailers’ perception of the competition and their perception of customer expectations, combined with a survey of the current use of digitalized services and the LOOROs readiness to increase the usage of digitalized services.

Our results confirm that the perception of competitive pressure and customer expectations has a positive influence on LOOROs’ readiness to adopt new technologies and business models. But a significant number of the surveyed retailers underestimate the expectations of their customers and are reluctant to add digital services to their business portfolio.

While our key findings are relevant insights for all LOOROs on their journey towards digitalization, our findings provide even more significant insights for all digital service providers aiming to take a slice of the still substantial market shares of LOOROs in rural areas.

Englisch
DIGITALIZATION OF LOCAL OWNER OPERATED RETAIL OUTLETS: THE ROLE OF THE PERCEPTION OF COMPETITION AND CUSTOMER EXPECTATIONS


Autoren

Lars Michael Bollweg
Fachhochschule Südwestfalen

Richard Lackes
Technische Universität Dortmund

Markus Siepermann
Technische Universität Dortmund

Arbnesh Sutaj
Technische Universität Dortmund

Peter Weber
Fachhochschule Südwestfalen

2015 | MIND THE GAP! Do local shop owners misinterpret customer expectations?

Based on a survey among local retailers conducted in February 2015, our research team wrote a research paper and submitted it to the MCCSIS Conference in Las Palmas (Gran Canaria).

ABSTRACT
The owner-operated stationary retail industry is in a phase of intense transformation. Digitalization and e-commerce are questioning the traditional retail business models. A conducted survey in a German city points out that local retailers are aware of the importance of digitalization for their businesses in future, but nonetheless do not think that their customers actually expect sophisticated digital services by them. In contrast to these findings, another recent study for the same city just revealed that 45% of all asked customers have already changed their buying behavior towards online retail. In this context, this paper uses the SERVQUAL Gap-Model by Zeithaml et al. (1998) to classify and interpret these observations. Shopping-convenience (e.g. time saving) is a known key factor for the buying decision and for the channel choice of customers, but local retailers do not seem to be fully aware of the changing expectations of their customers in this regard. If so, they run the risk of losing sight of the continuously developing digitalization-based business model innovations and the accordingly changing customer expectations which would inevitably weaken their competitive position.

English version (Original)
MIND THE GAP! ARE LOCAL RETAILERS MISINTERPRETING CUSTOMER EXPECTATIONS REGARDING DIGITAL SERVICES?

German version (translation)
MIND-THE-GAP_MISINTERPRETIEREN-LOKALE-EINZELHÄNDER-KUNDENERWARTUNGEN-IN-BEZEUG-AUF-DIGITALE-SERVICES

Autoren
Lars Michael Bollweg
Fachhochschule Südwestfalen

Richard Lackes
Technische Universität Dortmund

Markus Siepermann
Technische Universität Dortmund

Peter Weber
Fachhochschule Südwestfalen

2015 | MIND THE GAP! - Extended Version

An extended version of the research paper MIND THE GAP! was published in the journal www/Internet in October 2015.

ABSTRACT
Local owner operated retail outlets (LOORO) are in a phase of intense transformation. Digitalization and e-commerce are questioning the traditional retail business models. A survey conducted
in a mid-sized German city points out that local retailers are aware of the importance of digitalization for their businesses in future, but nonetheless do not think that their customers
actually expect sophisticated digital services by them. In contrast to these findings, another recent study for the same city just revealed that 45% of all asked customers have already
changed their buying behavior towards online retail. Shopping-convenience (e.g. time saving) is a known key factor for the buying decision and for the channel choice of customers, but local
retailers do not seem to be fully aware about the opportunities of digital shopping convenience for their own business. If so, they run the risk of losing sight of the continuously developing
digitalization-based business model innovations and the accordingly changing customer expectations, which would inevitably weaken their competitive position. In this context, this paper
uses the SERVQUAL Gap-Model by Zeithaml et al. (1985) to classify and interpret these observations and offers examples of digital capabilities for LOORO to facilitate the Customer
Journey.

English version (Original)
MIND THE GAP! ARE LOCAL RETAILERS MISINTERPRETING CUSTOMER EXPECTATIONS REGARDING DIGITAL SERVICES? (Extended Version)

Autoren
Lars Michael Bollweg
Fachhochschule Südwestfalen

Richard Lackes
Technische Universität Dortmund

Markus Siepermann
Technische Universität Dortmund

Peter Weber
Fachhochschule Südwestfalen

Education / E-Learning

2017 | WORDPRESS FOR RETAILERS

WordPress is one of the most used content management system. Approximately a fourth of all websites are based on WordPress.

This guideline (in German) will help you set up your own WordPress website.
WordPress Guideline (in German)

2016 | Search Engine Optimisation (no programming skills required)

Here you can find a guideline on search engine optimisation (in German).

Improving Search Rankings – Search Engine Optimisation for Retailers (no programming skills required)

Video Recordings

Thomas Hörner - Future Retail Stores: How they Suffer, Change and Survive (20th CCEC Workshop | Soest)

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Dr. Oliver Bohl (Paypal) - Cum Hoc Ergo Propter Hoc! (20th CCEC Workshop | Soest)

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News / Media

Thomas Hörner - Future Retail Stores: How they Suffer, Change and Survive (20th CCEC Workshop | Soest)

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Dr. Oliver Bohl (Paypal) - Cum Hoc Ergo Propter Hoc! (20th CCEC Workshop | Soest)

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