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Blended Shopping - Evaluation Method and Interactive Approaches

In this paper we sketch the sales channels retail and eCommerce. Afterwards the integration of both channels to blended shopping is explained. The behaviour of consumers is influenced by technology driven trends like the development of web 2.0, especially social networks. The combination of the presented topics is the basis for a method to structure the development of blended shopping concepts for retailer. Two prototypes based on the basis of this method are sketched. The paper closes with a future outlook.