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The future of shopping : Should take the German super markets in China, for example?

As Amazon opened a year ago, his first supermarket with the name "Go" in Seattle, you could hear a clearly audible murmur under German supermarket customers. A business without cash! With The Camera Surveillance! Without A Cashier! Can this be the future? In the meantime, Amazon operates nine supermarkets and plans according to the news Agency Bloomberg, to open up to 2021 in the US, 3000 for more "Go"s. Also locations in London are in the conversation. No question – if this is the future of shopping, then you come closer. And also, German customers have to ask themselves soon: How I will shop in the future?

if you want to know what are the technical innovations in the retail trade, not more, however, must look a long time only in the USA but, in the meantime, especially to China. Because there are concepts that are comparable to Amazon Go, longer everyday life. "China is in comparison to the Rest of the world a leader in experimenting with unmanned Shops and even the United States left behind," confirms about Matthew Crabbe from the international market research firm Mintel.

is at the forefront of the Chinese Amazon equivalent, Alibaba. The group opened in July of 2017, the Tao-cafe Shop in Hangzhou, which works similar to "Go". Here, customers scan at the entrance, a QR Code on your Smartphone. In the Store you can take the goods from the shelves, the register with the help of Sensors and scales exactly which client has used what article. Cameras track the path of the customer through the Store and no one stands in front of the exit door, you can retrieve the invoice in the personal Alibaba Account on the Smartphone.

Alibaba want Online and Offline shopping connect

But this is nothing compared to Hema. This supermarket chain has opened the Internet company Alibaba as early as 2016, almost as a test object, such as Online and offline Commerce. Meanwhile, the project of the test phase is outgrown. 65 branches in the middle Kingdom so far, and another 2,000 are planned. Here, each product can be controlled by a Smartphone App scan to get more information. Advertising there are of course the same. You can also view all products on-site to prepare and either consume or ready-to-take-away cooked.

daily mirror tomorrow location for Free order

unlike Amazon Go the Shop is full of service personnel, that advises the customer at time of purchase. Is paid to the self-scan machines with the facial recognition of the Alipay App, a Smartphone application, with the help of Alibaba's mobile payment offering. Within a Radius of three kilometers, the supermarkets will deliver all orders according to their own information within 30 minutes – a period of time, Amazon's grocery-delivery service Fresh is far away.

beyond Alibaba, there are experiments for new shopping opportunities. The Chinese Internet companies Tencent and JD operate in similar transactions. And then there are the bingo boxes, of which more than 200 in China. They are small containers, in which customers collect their purchases themselves, by laying the whole basket on a balance, the charges automatically for every article.

Artificial intelligence is now

it is used so it Is only a question of time until also in Germany, every supermarket, every Späti to a high-tech market? Someone must know, Stefan Genth. He is a managing Director of the trade Association Germany (HDE) and assumes that in many areas this is already the case. However, the customer with do not get always. "Assortment planning is already controlled in many cases by artificial intelligences", says Genth. "Algorithms will help us in the future, Trends to predict, by analyzing, for example, social networks." He, however, holds also for sale advice through holograms. "Artificial intelligence and robots we will encounter in trade more often in the future."

For Genth shopping but multi-layered. He believes that the buying behavior is to differentiate between different articles. "Things like cleaning products or toilet paper is probably more common online, one of the products you see before you buy, test, wants to smell, it will continue to be stationary," says the HDE-chief. Nevertheless, he is certain: "You will buy in the future, much more food online than it is today."

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Peter Kenning looks at three aspects that will shape the retail industry in Germany by 2030: personalization, experience when Shopping as well as a closer integration of online and offline. Kenning is a Professor of business administration at the University of Düsseldorf and provides advice to the Federal government since 2011 in consumer issues. He takes, what he means by personalization. "This means, for example, that the purchase of a product is increasingly linked with appropriate services, ranging from free deliveries to individual vouchers, individual consultation or other additional services," said Kenning. "Personalized prices are likely to occur."

The increased shopping experience from drawing now. "In the past, a Edeka was small, dirty and expensive. Today, the attractive market places on which the most varied consumption experiences to be traded.“

And for the connection between Online and offline purchasing Kenning has the term "No-Line-shopping". "Already today you can send to the customer during the shopping news on his Smartphone, in order to convey additional information about products and Offers," says the Professor and all of a sudden the Alibaba super markets no longer seem to do so far. "Also, mobile payments will continue to gain importance."

the stationary part of The trade fulfills a social function

A study by the consulting firm PwC of the year 2018 is encouraged, however, a fact brought to light, which could complicate the use of new technologies and the success of online trading in Germany: The majority of the consumer Worries about the security of your data. 44 percent of the customers try to minimize, therefore, the specified amount of data. In addition, the study found that customers appreciate in this country is the stationary shopping, even in times of the online trading continues to value. The proportion of those who "go shopping at least once a week in the Shop around the corner", has increased in the past two years, and even from 46 to 59 percent. This is true according to the survey, also for young audiences.

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to fall, But from the point of view of Genth, and Kenning the daily shopping in the future also a social role. In smaller cities, the trade has an immense social function. "We need holistic concepts in order to make the inner cities attractive, since trade is a major player," says Genth. And also Kenning is sure going supplements shopping "in the future through the consumption of cultural services, such as tastings or exclusive cooking classes". In rural areas, the trade will perform, "an important social function for the human-to-human interaction". From the point of view of Genth, one should not just look on Amazon and Alibaba, but also in Weimar and Bocholt: "In these two cities, it is clear how the trade could look like in the future: service-oriented and with additional services such as cafes or Restaurants."

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