The digital consumer: Effects of digitalisation on customer behaviour in the Swiss retail trade (Deloitte)

Those who want to be well positioned in the future should use digital devices and technologies in such a way that they improve the cross-channel appearance of the company and optimise all the different stations of the customer journey. […] It is therefore crucial that the online presence supports the visit to the store, for example with as individual and tailor-made information as possible about the product range, information about availability, ratings or even price comparisons.