6Focus The digitalization of trade 02 16 unique packpaper Quickly checking the opening hours comparing prices online and searching for offers it is hard to imagi ne daily life without the Internet which guides us at every turn even in the smallest buying decisions But trade has not yet been able to entirely meet customer expectations many are finding it difficult to find the ba lance between traditional brick and mortar and digital commerce Greiner Packaging is also involved in dis covering how best to make the change successful and what a successful customer approach might look like Business on the Internet is booming According to a study conducted by the consulting firm A T Kearney total sales from global online trade will increase from 840 billion US dollars in 2015 to 1 5 tril lion US dollars by 2018 But the Internet is not just being used to buy but also more and more frequently to prepare to buy As stated in the current study by the E Commerce Center in Cologne a good one third of all purchases in Germany are initiated as a result of researching on the Internet In Austria 29 percent of consumers obtain information online beforehand and in Switzerland one out of every five and the trend is increasing According to a study published in the ma gazine transfer Werbeforschung Praxis transfer advertising research practice in April 2016 infor mation on electronic products travel or software are especially being researched beforehand on the Inter net There is still little interest in food but growth in this area as well is already visible Whereas in 2011 only five percent of the respondents were searching online for product information on food before their purchase this number already increased to 12 percent in 2014 Despite several advantages that online shopping brings i e not being dependent on opening hours comfort or the wide range of options consumers are still skeptical when it comes to buying food on the Internet Lack of quality control the critical cooling chain or higher prices are factors that still greatly im pede buying interest at digital food shops Neverthe less this will be of major importance in the near future The study E Commerce Growth without limits published by the market research institute GfK pre dicts a lasting breakthrough for online trade of food for the next ten years The share of the product category food and drugstore products in the total turnover ge nerated by online trade will double from eight percent to 16 percent until the year 2025 When having a look at food trade alone without drugstore products a multiplication of the business can be observed As reported in the newspaper Die Welt The Wor ld in an interview with Gerold Doplbauer the author of the study the development will gather momentum if the principle proves to be functioning a similar Online with offline digital with analog and virtual with real The constant advancement of the digitalization of life is presenting new challenges everywhere especially in trade A glimpse into one of the most current economic issues shows how this can be mastered while utilizing the changes to improve customer loyalty The changing face of trade 12 of consumers are searching online for product information on food before their purchase Focus 840 Total sales in billions from global online trade in 2015

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