This ebook presents the best papers from the second Colloquium on European Research in Retailing (CERR). CERR 2014 was held in September 2014 at the University of Bremen, Germany. The colloquium is the result of the collaboration of three European scientific research laboratories. Among those, the Department of Logistic Management of the University of Bremen was the main organising entity of CERR 2014. CERR's aim is to offer researchers from all over Europe, on a bi-annual basis a meeting place to share in a congenial environment the result of their latest research dedicated to understanding consumers' behavior and designing the operations, logistics, and channels to reach them.