Digitale Marketingmaßnahmen im Einzelhandel: Potenziale, Herausforderungen und Erfahrungen aus der Praxis

Abstract

Brick-and-mortar retail has been facing increasing pressure from online retail for years. In particular, the shift in consumer preferences in the non-food segment is leading to a decline in in-store customer traffic. At the same time, consumers expect shopping experiences that seamlessly connect online and offline channels. This thesis addresses this development and examines how brick-and-mortar retailers can leverage targeted digital marketing measures to strengthen their advantages, retain customers, and compete with online retail. The goal is to gain practical insights into the use, impact, and challenges of digital communication strategies in local retail. The thesis is divided into four main chapters: First, the theoretical section defines the term "digital marketing" and places it in the context of brick-and-mortar retail. This is followed by a systematic presentation of relevant channels, including social media, email marketing, search engine marketing, local online marketing, and content marketing, along with a discussion of their potential. The empirical section features a qualitative study based on six guided expert interviews with Austrian retailers from various industries. The interviewees mainly come from owner-managed businesses with a single store. A deductive category system enabled systematic coding and structured evaluation of the data along key thematic areas such as implemented measures, impact, challenges, and future prospects. The results show that all interviewed companies are using digital marketing measures, with Instagram, newsletters, and Google tools being the most frequently used. While large strategic concepts are rare, many retailers rely on a combination of planning and spontaneous action. The effects of these measures are generally perceived as positive, especially regarding customer loyalty, increased reach, a younger target audience, and local visibility. Although measurable effects such as increased revenue are difficult to prove precisely, they are often assumed and sometimes traceable via feedback or web analytics tools. The main challenges arise from limited resources, lack of expertise, and technical complexity. Nevertheless, the interviews indicate that small businesses in particular can use digital channels effectively through authentic communication and strong local roots to stand out from anonymous online retailers. The combination of digital and analogue measures— such as social media in conjunction with events or personal consultations—is particularly effective. Looking ahead, the interviewees expect the importance of digital communication to continue to grow. There is a desire for support in the form of training, templates, or simple tools. The thesis makes it clear that digital measures are not an end in themselves for brick-and-mortar retail, but rather an essential prerequisite for competitiveness and customer retention—provided they are applied in a targeted, authentic, and resource-efficient manner.

Date of Award	2025
Original language	German (Austria)
Supervisor	Michael Kaufmann (Supervisor)