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Exhibiting the conference’s theme “Changing Landscapes – Shaping Digital Transformation and its Impact”, two supervisors and two ESRs visited the renowned International Business Informatics Congress (WI2020) in Potsdam, Germany. From a previously brick-and-mortar dominated shopping experience, nowadays, a customer’s shopping journey can include multiple channels like online shops or mobile apps. Hence, there is no doubt that the digital transformation has an enormous impact on the retailing sector.
![Riedl and Hermes](https://www.perform-network.eu/wp-content/uploads/2020/03/WI-2020-Präsentation-PERFORM-paper-1-1-1024x498.jpg)
Anna Hermes and Prof. René Riedl used this thematic focus to present the paper “The Nature of Customer Experience and its Determinants in the Retail Context: Literature Review”.
(Access to paper: https://doi.org/10.30844/wi_2020_r5-hermes)
![](https://www.perform-network.eu/wp-content/uploads/2020/03/20200311_103600-2.jpg)
Robert Zimmermann and Andreas Auinger contributed with the paper “Identifying Brand-Owned Touchpoints Along the Digital Retail Customer Journey – A Practical Approach”
(Access to paper: https://doi.org/10.30844/wi_2020_y2-zimmermann).
The good reception of both papers in the business informatics community underlines the importance of digitization in retail.