The German business daily "Handelsblatt" is not the only to call him a "retail expert" and as such, WiSo Professor Werner Reinartz is currently a much sought-after man. In view of the pandemic, there are few areas where economic expertise is currently as in demand as in the retail sector, which was already deep in the throes of digital transformation before COVID-19.
Professor of Marketing at the WiSo Faculty, Werner Reinartz is a founding member of the Key Research Initiative Analytics & Transformation. His research interests lie at the intersection of Customer Relationship Management, digital marketing, retailing, sales and advertising. As director of the Center for Research in Retailing (IFH) Förderer e. V., he acts at the interface of academia and managerial practice.
In an interview with the Tagesspiegel, Professor Reinartz classifies the consequences of the pandemic for the retail trade. Which retailers are suffering the most from the consequences of the lockdown? Who are the profiteers? What are the concepts that owner-managed stores can now use to their advantage? With well-founded and partly surprising answers, he paints a comprehensive picture. Last but not least, it becomes clear how the current developments fit into the general structural change in the retailing sector and which trends can be expected in the near future.