Retail in Transition – The Christmas Business in Flux

Changing shopping behavior as a challenge 
Wels-based company syreta focuses on closing the gap between brick-and-mortar retail and online retail.

Mr. and Mrs. Austrian spent an average of 387 euros on Christmas gifts in 2014. Around 5.4 percent of that went to online retail. The share of online retail in total shopping volume amounted to about nine percent in 2013, with roughly 5.9 billion euros. For 2014, KMU Research Austria expects an increase to seven billion euros, or eleven percent. “Buying gifts and goods online is becoming increasingly popular in Austria as well. There are already about 3.7 million internet shoppers in this country,” explain the two managing directors of syreta E-Business Solutions, Alexander Palnik and Christian Immitzer.

Above all, the convenience of shopping from home, with a seemingly endless selection, and being able to order around the clock, attracts many buyers to the various online shops. Brick-and-mortar retail scores with the immediate shopping experience—seeing, smelling, and touching the products—as well as comprehensive advice. “Today, customers want an optimal shopping experience—anytime, anywhere, online as well as offline. This changing shopping behavior is a major challenge for many traditional retail companies,” Palnik explains. 53 percent of Austrians research online and then buy in brick-and-mortar retail, or they first come to the store (18 percent) and then order online. “So-called omni-channel solutions meet customers where they are—whether in the store, in front of a laptop, or on the go with a smartphone. Making optimal use of sales via brick-and-mortar stores, online shops, and mobile applications is becoming increasingly important to close the gap between manufacturers, brick-and-mortar retail, and online retail,” Immitzer adds.

Wels-based company syreta specializes in closing this gap with individually tailored e-business solutions that cover all channels. “We are currently working on the implementation of an innovative omni-channel concept that is particularly interesting for manufacturers distributed through specialist retailers. The first projects using it will be implemented in 2015,” Palnik and Immitzer announce.

Technical specialist for e-business
For syreta, the customer’s business model and its future orientation always form the basis for the strategy and conception of an e-business solution. syreta’s services include the implementation of websites and e-commerce solutions as well as the development of custom software. With the globally unique retail management software Store Lifecycle Tool, syreta is setting new standards in the organization of marketing campaigns.

About syreta
syreta E-Business Solutions, headquartered in Wels (Upper Austria), was founded in 2008 by Christian Immitzer and Alexander Palnik. The team consists of specialized programmers, technicians, and sales specialists who contribute sound technical know-how and a high level of process understanding to every project. syreta employs 12 people and, since its founding, has delivered more than 200 projects for renowned national and international customers across various industries. Customers include: Unimarkt, Intersport, Puma, Lacoste, OMV, HUMANIC, Swatch, Siemens VAI, voestalpine, Hitachi…