Global E-Tailing 2025 - Scenario 1
Scenario 1 - Hybrid consumer behavior in convergent worlds of retailing
Against a background of moderate economic growth, the achievement-oriented society has been firmly established worldwide. In many of the developed economies, such as Australia, France or the United Kingdom, social contrasts have increased.
Technological progress has only been moderate. Smartphones and tablets are still people's constant companions. They have flexible screens which can be rolled out, folded and flipped up. Interactive displays are ever-present in city streets, serving as interfaces to the virtual world. Retail companies offer their goods online and in stationary stores - multichannel retailing has become established. In many cases stores merely have the function of showrooms where customers can "experience" the goods. Prompt delivery to any specified location is a standard service. For all who can afford it, convenience is a decisive factor as far as shopping is concerned. But for the vast majority of people, it is still price which ultimately matters most.