This book demonstrates how retail can set the right strategic course and leverage the opportunities of digitalization to enhance the customer experience. Established experts examine the opportunities and risks of digitalization for businesses and provide valuable tips for the further development of their own digitalization strategy in retail. The authors' extensive experience and expertise are evident in the presentation of successful examples, pragmatic ideas, and empirical research findings. The content includes: customer experience and digital innovations as drivers of successful business models, seamless shopping: complete, digital, across all channels, the integration of online and offline retail, using virtual promoters to create points of experience, digitalization in the retail after-market, delivery services, and profiling opportunities in retail.