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firstly get to know each other. However, from the
quantitative results, initially no conclusions can be
drawn from the amount of stakeholders on the success
of the respective platforms because this would require
a network analysis. Considering that, the Integration
of other city-center relevant functionalities beyond
commerce are regarded and differences are
determined. Most platforms focus solely on
commerce associated with optimizing omni-channel
services. There are a few platforms, such as Wir in
Günzburg, which illustrate a local event calendar,
gastronomy and an overview of private associations
on site. Also, there are few examples such as imGrätzl
from Vienna in Austria, which do not consider
commerce as being independent. The operator
understands commerce in a neighborhood-based
approach which is similar to the functional,
multifaceted structure of a neighborhood, without
focusing on commerce itself.
Usability can be divided into three categories.
First of all, it is important to which extent respective
platforms are compatible to different target and
interest groups. In this regard, it is interesting,
whether people are capable and therefore willing to
use the platform. This can, for example, depend on
quantitative factors such as age, gender, family
situation, work, education, but also habits, disabilities
or specific everyday situations. Secondly, Usability is
determined by the website design, i.e. clarity, help
and contact details, comprehensiveness of product
categories, search settings and other special features.
Thirdly, the compatibility of various devices is
essential for the shopping experience. Overall, most
LOPs are well structured. Frequently, shopping is
divided into categories such as fashion, electronics or
books, each of which can be subdivided. Most
platforms proof to be clear and relatively easy to use.
There is a lack of detailed product descriptions, so
that the desired product is sometimes assigned to a
wrong category or to not only one but several
matching categories. Here, an improvement must be
achieved in the future. Differences were investigated
in terms of website presentation. The arrangement of
individual search areas or applications are only partly
well-placed. As a result, the time required to navigate
the respective platforms increases and reduces the
chance of re-use at the same time. A particularly
creative website presentation can be achieved for
example via so-called “gamification”. This term is
defined as “a process of enhancing a service with
affordances for gameful experiences in order to
support user’s overall value creation.” (Huotari and
Hamari 2012, p. 19). Non-local retail platforms such
as Mister Spex (https://www.misterspex.de) already
apply this. The exclusive online retailer gives the user
the opportunity to try on different glasses with the
help of the camera of one’s electronic device. Most
platforms still have to catch up when it comes to
gamification, in order to be competitive. Only
‘Frankfurt Airport Online Shopping’ uses a map of
the airport area. The visitor receives information
about all kinds of interesting airport services besides
shopping, by clicking on different fields in the map.
The website could still improve introducing more
gamification elements. Not all LOPs are optimized
for mobile devices, like smartphone, pad or computer.
Hardly any platform has developed other applications
such as apps, which might have a marketing effect
and would contribute to cross-channel measures.
Most platforms have help and contact options, some
even have chatbots. Lokaso in Siegen integrates a
personalized assistance called ‘die gute Fee’
(English: the good fairy). Most platforms show
similar features regarding Usability but few special
features could be found. There is, for example, the
shipping calendar on shöpping.at, which allows
customers to determine the time of the goods’
delivery. In general, the more individual a page is
designed, the more likely the platform will be re-used.
While some processes become more
individualized, there are also future topics dealing
with processes that encourage Community
participation. From an operator’s perspective,
business to consumer communication is important
(B2C). This entails that the company, be it in the form
of the platform operator or in the form of the vendor,
can get into contact with the consumer in order to
initiate or improve processes. An example is the use
of chatbots, which encourage the customer to
communicate with the operator. Another example is
the connection of platforms to social media. Vendors
put information online for the consumer. The social
media website Pinterest stands, among other things,
for B2C communication. A local online platform, that
uses Pinterest, serves to enable the customer to select
the vendor community that he wants to follow. The
platform Findeling can be mentioned here. LOPs also
encourage business to business communication
(B2B). This includes, in particular, the provision of
vendor training, for example on how to use omni-
channel features, which are carried out by the
platform operators and are offered on many LOPs. So
far, there are hardly any platforms with the possibility
to connect customers (C2C). An exception is the LOP
imGrätzl. On this platform, vendors, residents and
other stakeholders connect with each other in the
community hub. They can share ideas through
various channels, including newsletters, Facebook
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