Research of the Cologne Business School (CBS)

eFood in Germany has great potential

Compared to the online pioneer industries, such as fashion or media the online food trade is only just beginning. However the digital development in the German food trade is closely monitoring and experimenting with new distribution options and channels. A survey of the Competence Center Food & Retail (CCFR) of the Cologne Business School (CBS) shows that nearly 71% of consumers have never purchased groceries online. The majority is open-minded about this trend. The online food trade can use this in its favour - when it handles the sales properly.

Two important key points are: make eFood less of a niche trade and not to neglect customer contact. The stores have to create a new shopping experience. Communication has a decisive impact on the customer. 80% of respondents have never seen information about the possibility of online shopping in their brick and mortar stores. "The stores must specifically addresses the early adopters, the open-minded customers, and in the end the resistors will overcome their scepticism," recommends Christoph Willers, Professor of Strategic Management and Corporate Development at CBS.

The Competence Center Food & Retail (CCFR) of the CBS is specialized in applied research and consultancy with a focus on current issues in the food industry. The CCFR is a think tank on the subject Food & Retail and it links scientifically valid results with practical approaches. The entire supply chain as a whole takes a prominent part in this approach.

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