The Trust Advantage of Stationary Shops

Abstract

The Corona crisis has impressively shown that shopping is more than a rational act. Shops are social meeting places at all times of the day, where people like to spend time, observe others and meet acquaintances. The article shows that brick-and-mortar retail has a trust advantage over online shopping, and how important it is to use new technologies with a sense of proportion. After all, technologies can take on an unethical shape if they are only there to increase retailers’ sales. In the long term, the retailers who are successful are those who have an ethical compass, can offer their employees meaningful work and consistently focus on the needs of their customers.