k. pussy he's a professor of business informatics and digitalization at potsdam university just south of berlin k. welcome to the program how much of a threat is online shopping truth to traditional retailers after all the majority of revenue that is spent in retail is still spent in traditional shops where people have to go to other times aren't changing but online retailers are the major threat . what do we see is. that retailers are underestimating what smartphones change in their business what really happens is a change of customer ownership so up to now you would have a customer. such evaluate and then decide. and if you do marketing for instance you go to search or two of the evaluation stage and what we will see was modern smartphones and big data based systems is that and evaluation stage might be skipped and how will that change the way we do shopping up to now you my think hey i need this or hey i need that are you get an impulse and then you go through these three stages and tomorrow your smartphone might end up with giving you an interesting hint on some interesting projects