Universe of Realities
Every new year brings with it new resolutions. With the start of a new decade, everything sounds better. You can plan and forecast for a new decade, but ultimately, it’s not just any decade. It’s the twenties. Every decade is steeped in history, and a hundred years ago Germany experienced the legendary decade known as, “the Roaring Twenties”.
As it was a hundred years ago, we are once again in a period of transition. Ground-breaking innovations in information technology and digitisation have already changed industry and society in recent years and this trend is set to continue. Artificial intelligence (AI) is THE buzzword of today. It is eagerly anticipated that well-programmed AI will make our lives more comfortable, more efficient and altogether smarter.
The Transparent Customer – Omni-Channel and AI
As for how exactly the changes will look, we will find out at the latest at the transformation plan presentation, which is expected to take place on 26/03/2020 [2]. Previous statements speak primarily of a change in the store retail space and the range, however, a centralisation process has already taken place within the group. In addition to a central pricing strategy, this concerned the product range and retail space management [3].
In the interest of offering the best customer experience, stores should be designed in a uniform way, including a reduction in the total retail space, the concentration of the product range and a modern, appealing atmosphere. In addition, the omni-channel concept is being developed and strengthened. Faster website download times and an in-house app [4], for customers as well as for employees, will make the group competitive in online trading [5].

Vision: 20s Customer Journey
As for how exactly the changes will look, we will find out at the latest at the transformation plan presentation, which is expected to take place on 26/03/2020 [2]. Previous statements speak primarily of a change in the store retail space and the range, however, a centralisation process has already taken place within the group. In addition to a central pricing strategy, this concerned the product range and retail space management [3].
In the interest of offering the best customer experience, stores should be designed in a uniform way, including a reduction in the total retail space, the concentration of the product range and a modern, appealing atmosphere. In addition, the omni-channel concept is being developed and strengthened. Faster website download times and an in-house app [4], for customers as well as for employees, will make the group competitive in online trading [5].

Digital Retail & Mixed Realities
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