The unbroken boom in online retail is endangering stores and stores in Germany. So at least predominantly in the ongoing discussion between online and stationary trade. And in view of the many advantages of the digital shopping experience, such as convenience, better comparability and 24/7 accessibility, the success of online retail is only logical.

However, one crucial factor is increasingly forgotten in the ongoing discussion: Humans are not machines and do not make exclusively rational decisions. Günter Lewald explains in his guest article at Local Insider why brick-and-mortar retail definitely has a chance of survival and what the topic has to do with the emotional needs of the customer.