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Navigation: Home > Research > Literature Recommendations > No-Line-Handel: Höchste Evolutionsstufe im Multi-Channeling (“No-Line Retail: Multi-Channel Retailing At Its Highest Evolutionary Level”) | Language: German

No-Line-Handel: Höchste Evolutionsstufe im Multi-Channeling (“No-Line Retail: Multi-Channel Retailing At Its Highest Evolutionary Level”) | Language: German

ISBN: 978-3868813333

Gerrit Heinemann, Springer Gabler

Today’s consumer behaviour is increasingly characterised by the parallel use of media and purchasing channels. To avoid customer confusion, multi-channel retail should cease to make distinctions between the purely online and purely offline worlds. From the customer’s perspective, it makes far more sense for online and offline channels to be fused as part of a “no-line” system in which all distribution channels are interlinked and networked to as great a degree as possible. No-line systems also necessitate the existence of a mobile commerce channel that consumers can use in parallel to the business’s stationary retail offerings. Only with such a channel will companies be able to offer the fullest possible range of multi-channel services on an anywhere, anytime basis.

Gerrit Heinman describes the features of no-line retail and the enormous opportunities it can offer – particularly for more traditional business operations – in its status as the as the highest evolutionary level of multi-channel retailing.

Praise for the Book

“Very innovative! To date, I haven’t seen any other book that combines offline, online and mobile channels in such a holistic, coherent approach. Superbly written: clear, precise and – as always – with handy best practices…” — Dr. Dirk Seifert, Research Director at Fudan University in Shanghai

“[…] existentially significant answers to the fundamental challenges faced by the retail sector.” — www.channelpartner.de, 2013