Trade in Transition

Changed shopping behavior as a challenge 
Welser company syreta focuses on bridging 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. About 5.4 percent*** of that went to online retail. The share of online retail in the total shopping volume amounted to around 5.9 billion euros in 2013, approximately nine percent. For 2014, KMU Research Austria expects an increase to seven billion euros or eleven percent. “Shopping for gifts and goods online is also becoming increasingly popular in Austria. There are already about 3.7 million online shoppers here,” explain Alexander Palnik and Christian Immitzer, the two managing directors of syreta E-Business Solutions.

Above all, the convenience of shopping from home, with an almost endless selection, and the ability to order 24/7 attracts many buyers to various online shops. Brick-and-mortar retail scores with the immediate shopping experience, seeing, smelling, and feeling the products, as well as comprehensive advice. “Today’s customer wants an optimal shopping experience – anytime, anywhere, online as well as offline. The changed shopping behavior is a big challenge for many traditional retail companies,” explains Palnik. 53 percent of Austrians research online before subsequently shopping in-store, or they first come to the store (18 percent) to then order online**. “So-called omni-channel solutions meet customers where they currently are – whether in-store, in front of the laptop, or on-the-go with a smartphone. Optimally utilizing the distribution through retail stores, online shops, and mobile applications is becoming increasingly important to close the gap between manufacturers, brick-and-mortar retail, and online retail,” adds Immitzer.

The Welser company syreta specializes in closing this gap with the help of individually adapted e-business solutions that cover all channels. “We are currently working on the implementation of an innovative omnichannel concept that is particularly interesting for manufacturers distributed through specialized stores. The first projects will be implemented in 2015,” announce Palnik and Immitzer.

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 world's unique Retail Management Software Store Lifecycle Tool, Syreta sets new standards in the organization of marketing campaigns.

About syreta
syreta E-Business Solutions, based 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 bring in-depth technical know-how and high process understanding to every project. Syreta employs 12 staff and has implemented more than 200 projects for renowned national and international customers in various industries since its inception. Customers include: Unimarkt, Intersport, Puma, Lacoste, OMV, HUMANIC, Swatch, Siemens VAI, voestalpine, Hitachi…