BVDW Guide: The 8 Stages of Connected Commerce

Stefano Viani

Management

14 Mar 2019 Digital Agency Consulting BVDW

E-commerce is no longer a new trend, but an integral part of the retail sector - and its importance continues to grow: while bricks-and-mortar retail only grew by around 1% in 2018, online retail was able to generate almost 10% more sales than in the previous year (source: German Retail Association).

BVDW-Leitfaden Connected CommerceIn order to support brick-and-mortar retailers in their move into the online market and demonstrate the benefits of integrating both sales worlds, the German Digital Economy Association (BVDW) has published the guide "The 8 Stages of Connected Commerce".

Blackbit Managing Director Stefano Viani also shares his digital commerce experiences in the brochure, which is available free of charge. In an interview, he elicited exciting information from magnalister founder Peter Mähner about the potential and hurdles involved in connecting online marketplaces.

The stages of connected commerce at a glance

Customers no longer differentiate between offline and online on their way to completing a purchase. A high level of personalised service quality is much more important to consumers than the place of purchase. Successful companies are therefore increasingly focussing on seamless support for all touchpoints that are relevant to their target group. It is precisely this integration of all customer touchpoints and the linking of bricks-and-mortar and online retail that Connected Commerce is all about.

The following 8-stage model is clearly explained in the chapters of the current BVDW guideline using practical examples:

  • Stage 1: Sensitisation of stationary retail
  • Stage 2: First steps and experiences online
  • Stage 3: Electronic merchandise management system
  • Stage 4: Connection to established platforms with partial product range
  • Stage 5: Strengthen online presence with a full-range solution
  • Stage 6: Learn and apply co-operative thinking and action both online and offline
  • Stage 7: Share the advantages of local locations
  • Level 8: Recognising new business opportunities from the link and developing services

Who is the BVDW guide aimed at?

The BVDW brochure is primarily aimed at brick-and-mortar retailers who want to familiarise themselves with the topic of connected commerce or develop further in this area. Regardless of whether you as a retailer are not yet represented online, have had your first digital experiences or already have a diverse online presence - the guide shows you suitable options for driving forward your own digitalisation and linking your retailer activities.

Customised connected commerce advice

Do you want to utilise the potential of connected commerce for your company's success, but don't know how? Whether it's developing new business strategies or choosing the right technology for implementation - we are happy to support you with our digital commerce expertise. Arrange your consultation appointment now.

About the Author

As Executive Director of Blackbit digital Commerce GmbH, Stefano Viani manages all areas of the agency in the offices in Göttingen, Hamburg, Berlin and Kiev. His passion is the development of marketing strategies and their implementation in concrete measures.

In his free time, Stefano is passionate about riding his motorbike or working out in the gym.