This book demonstrates how traditional retail can reinvent itself in the wake of digital transformation and bring digital knowledge into the business. Renowned authors from academia and practice explain the goals pursued through digitization and the digital strategies that should ultimately be adopted. Digital insiders believe that, in the medium to long term, no industry will be spared from the disruptive digital change. Every attractive market segment will be fueled by investors until a digital player emerges. Those who want to successfully operate a business in the future need to respond to this. Following the model of digital disruption, it is undoubtedly possible to develop the greatest growth dynamics with online pure plays: they grow at an incredible speed without the burden of legacy systems.