After the conference he organized last November 2011 in the framework of the Innovation & Regulation in Digital Services Chair events, Gerald Lang propose today a position paper on Multi-Channel Retail.

How do retailers adopt the recent technology developments linked to the internet and the e-commerce and the changing expectations of their customers towards multi-channel retailing? The technological developments oblige retailers to adapt their operational structures, resources and know-how in terms of customer relationship management, logistics, supply chain management etc. Furthermore, the diverging economic models on the different channels have to be aligned, and specific regulatory issues on the different channels have to be integrated. The chair asked G. Lang to write a position paper on these issues to provide an overlook of the literature and a broad overview of the different aspects and their interaction shaping the actual situation and ongoing trends in the sector.

The position paper.