As our society is in a strong and ever-changing transition, many factors are changing in our daily lives. Because our population is getting older, our life stages and also our family forms are recreated. Cultural diversity and the changing of our values also contribute to the change in our population. These factors have made it increasingly difficult to adjust to trends. The technological aspect of digitization is still to be added, which redefined all our behavior. This offers potential for innovative start-ups as well as existing business models. It also affects the stationary trade, since it is also in a phase of upheaval. This is why a new form of retail is being redesigned. Away from the traditional model of the department store, to the multi-channel provider, which connects the shop and online trade. From today's point of view, this is the measure in order not to be overthrown by pure online trading and to make the purchase in stationary retailers more attractive and flexible. Through innovative ideas, however, more and more business models are being filed, which could be lucrative in the future. Therefore, a focus is also placed on potential target groups, which in the future could be interesting and can be addressed separately. By means of an empirical study, the impacts of company change on stationary trading are determined. A focus is on the target groups, cultural changes and on the change in values. It is intended to show how the change in the population is noticeable and how it affects the buying behavior.