Retail - New Technologies and Urban Centrality

The urban space is located in a controversial dispute with the urban creating a link - the ground floor zone. The ground floor zone offers space for social interaction and for cultural and social lifestyles in a way of architectural design. Consumer behavior in the retail trade (the "shop" in an urban environment) is in contradiction of online trading to real shopping experience. The "binary shopping experience" (virtual) is based primarily on a quantitative comparison price. This contrasts with the "physical experience" (in real terms) to be explained skilled staff needs goods and products to take on. The use of new technologies in a hybrid form of consumption are seen as potential. Online and mobile shopping brings new requirements to the structure of the retail sector in the urban area, resulting in the Retail (genrally in "centralized locations" – of real spaces) is currently in transition. Mainly caused by a modification of the consumer and user behavior because of the strong and rapidly growing market
of e-commerce in addition to the retail and the mobility behavior. The "retail real
market " has shrunk by five percent over the previous year, 2012. The Opposite is a 27.2 percent growth in online trading. Contained therein are not food, services and online sales Marketplaces (previous commissions through Amazon or ebay for example) (HEINEMANN et al.2014, 2).