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DES GB2012 E

what the Customer really wants “In the future, customers will only do their shopping on the Internet, making the high street shops a thing of the past: offline shopping will die out, online shopping will thrive!” Future visions such as these are now dominating reports in the media. But are these predictions really correct? Will online retailing really displace classic retailing? And how do customers find their way around the online and offline world of shopping? HENRIE W. KÖTTER, MANAGING DIRECTOR CENTER MANAGEMENT, ECE PROJEKTMANAGEMENT What the customer really wants Study of buying behaviour in the online and offline world SHOPPING { 32 } DES ANNUAL REPORT 2012