Reflections of Changing Consumer Trends and Technological Developments on Retailing
Keywords:Retailing, Retail Technologies, Smart Technologies, Biometric, Future of Retailing
Power has long been shifting from manufacturers to retailers in marketing channels and there is an intensive competition in the retail sector. Retailers need to follow changing consumer trends and technological developments closer and design their marketing strategies accordingly. Thus studies about retailing has become more important than ever. The purpose of this conceptual study is to examine the reflections of changing consumer trends and technological developments on retailing. Within the study, it is observed that; (i) in retailing, understanding how consumers behave as shoppers in different channels is an important key to success, (ii) retailing should be adapted to changing consumer trends, (iii) technologies used in retailing are grouped under three categories which are smart technologies, biometric technologies and technologies developed for different dimensions of reality, these technologies provide substantial benefits for retailers and consumers, but high switching and implementation costs, (iv) consumers’ approach towards these technologies and consumers’ worries about privacy of personal information should also be considered while evaluating these technologies. In the conclusion part of the study, some recommendations are made for retailers. This innovative study is expected to contribute to retailers and the retailing literature.
Achrol, R. S., & Kotler, P. (2012). Frontiers of the marketing paradigm in the third millennium. Journal of the Academy of Marketing Science, 40(1), 35-52. DOI: 10.1007/s11747-011-0255-4
Barlow, A. K., Siddiqui, N. Q., & Mannion, M. (2004). Developments in information and communication technologies for retail marketing channels. International Journal of Retail & Distribution Management, 32(3), 157-163. http://dx.doi.org/10.1108/09590550410524948
Bozkurt, F. ve Ergen A. (2012). Pazarlama İletişiminde Yeni Bir Mobil Pazarlama Aracı: 2 Boyutlu Barkodlar. Pazarlama ve Pazarlama Araştırmaları Dergisi, Sayı: 09, Ocak 2012, 43-64.
Burke, R. R. (2010). The third wave of marketing intelligence. In Retailing in the 21st Century (pp. 159-171). Springer Berlin Heidelberg. DOI: 10.1007/978-3-540-72003-4_10.
Dunne, P. ve Lusch, R.F., (1999) Retailing. The Dryden Press, 3rd edition, Orlando.
Dupre, K., & Gruen, T. W. (2004). The use of category management practices to obtain a sustainable competitive advantage in the fast-moving-consumer-goods industry. Journal of Business & Industrial Marketing, 19(7), 444-459. DOI: http://dx.doi.org/10.1108/08858620410564391
Efficient Consumer Response, www.ecr-all.org, Erişim: 01.01.2016.
Efficient Consumer Response, http://ecr-all.org/about-ecr-europe/what-is-ecr/, Erişim: 05.02.2016.
Fernie, J, Fernie S. ve Moore C. (2003). Principles of Retailing. Butterworth, Heinemann, Burlington.
Flint, D. J., Lusch, R. F., & Vargo, S. L. (2014). The supply chain management of shopper marketing as viewed through a service ecosystem lens. International Journal of Physical Distribution & Logistics Management, 44(1/2), 23-38. DOI: http://dx.doi.org/10.1108/IJPDLM-12-2012-0350.
Freitas, R. A. (1999). Nanomedicine, volume I: basic capabilities (pp. 17-8). Georgetown, TX: Landes Bioscience.
Gedenk, K., Neslin, S.A., ve Ailawadi, K.L. (2006). Sales promotion, Krafft, M. ve Mantrala, M. (Eds.) ‘Retailing in the 21st Century’, Springer Berlin Heidelberg, New York.
Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: An organizing framework. Journal of Retailing, 85(1), 1-14. doi:10.1016/j.jretai.2009.01.001.
Grzeskowiak, S., Sirgy, M. J., Foscht, T., & Swoboda, B. (2016). Linking retailing experiences with life satisfaction: the concept of story-type congruity with shopper's identity. International Journal of Retail & Distribution Management, 44(2). DOI: http://dx.doi.org/10.1108/IJRDM-07-2014-0088.
Harris, B. (2012). Bringing shopper into category management, Stahlberg, M. ve Maila, V. (Eds). Shopper marketing: How to increase purchase decisions at the point of sale. Kogan Page Publishers.
Harvard Business Review (HBR) ve Turkcell. (2014) Perakendenin Geleceği. İleri Görüş. Mayıs/Haziran/Temmuz.
Hoyt, C. (2010). Touching the elephant, Markus, S. and Maila, V. (Eds), Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale. Kogan Page Publishers.
Jones, P., Clarke-Hill, C., Hillier, D., & Comfort, D. (2005). The benefits, challenges and impacts of radio frequency identification technology (RFID) for retailers in the UK. Marketing Intelligence & Planning, 23(4), 395-402. DOI: http://dx.doi.org/10.1108/02634500510603492.
Jones, P., Williams, P., Hillier, D., & Comfort, D. (2007). Biometrics in retailing. International Journal of Retail & Distribution Management, 35(3), 217-222. DOI: http://dx.doi.org/10.1108/09590550710735077
Jütte, R. (2005). A History of the Senses: from Antiquity to Cyberspace. Polity.
Kalyanam, K., Lal, R., ve Wolfram, G. (2010). Future store technologies and their impact on grocery retailing, Krafft, M. ve Mantrala, M. (Eds.) Retailing in the 21st Century, Springer Berlin Heidelberg, New York.
Koontz, M. L., & Gibson, I. E. (2002). Mixed reality merchandising: bricks, clicks-and mix. Journal of Fashion Marketing and Management: An International Journal, 6(4), 381-395. DOI: http://dx.doi.org/10.1108/13612020210448664.
Kotler, P., & Keller, K. (2011). Marketing management 14th edition. Prentice Hall.
Krafft, M., & Mantrala, M. K. (2006). Retailing in the 21st Century. Springer Berlin ʺ Heidelberg.
Luciano, C., Banerjee, P., & Mehrotra, S. (2001). 3D animation of telecollaborative anthropomorphic avatars. Communications of the ACM, 44(12), 64-67. doi>10.1145/501317.501346.
Manas, A. (2004). Millenium ve Z Kuşağı, Pazarlama Zirvesi.
Mathieson, R. (2005). Branding unbound: the future of advertising, sales, and the brand experience in the wireless age. AMACOM Div American Mgmt Assn.
Maxwell, J.G. Dugal, L.F. ve Rubel, T. (2007). Retailing 2015: New Frontiers. Pricewaterhouse Coopers/TNS Retail Forward.
Morrison, G. (2012). Retail media: a catalyst for shopper marketing. Markus, S. and Maila, V. (Eds), Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale. Kogan Page Publishers.
Peterson, R. A. (1992). The future of US retailing: An agenda for the 21st century. Greenwood Publishing Group.
Pons, A. P. (2006). Biometric marketing: targeting the online consumer. Communications of the ACM, 49(8), 60-66. doi>10.1145/1145287.1145288.
Ravi, V., Raman, K., & Mantrala, M. K. (2006). Applications of intelligent technologies in retail marketing. In Retailing in the 21st Century (pp. 127-141). Springer Berlin Heidelberg.
Shankar, V., Inman, J. J., Mantrala, M., Kelley, E., & Rizley, R. (2011). Innovations in shopper marketing: current insights and future research issues. Journal of Retailing, 87, S29-S42. doi:10.1016/j.jretai.2011.04.007.
Simon, H., Gathen, A. ve Daus, P.W. (2006). Retail pricing-higher profits through improved pricing processes, Krafft, M. ve Mantrala, M. (Eds.) Retailing in the 21st Century, Springer Berlin Heidelberg, New York.
Solon, O. (2011).Tesco brings the supermarket to time-poor commuters in South Korea, Erişim tarihi, http://www.wired.co.uk/news/archive/2011-06/30/tesco-home-plus-billboard-store.
Sommer, D. (2012). Integrated communications planning for shopper marketing, Markus, S. and Maila, V. (Eds), Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale. Kogan Page Publishers.
Sorensen, H. (2009). Inside the mind of the shopper: The science of retailing. Pearson Prentice Hall.
Ståhlberg, M., & Maila, V. (2012). Shopper marketing: How to increase purchase decisions at the point of sale. Kogan Page Publishers.
TED Ideas Wort Spreading, https://www.ted.com/talks/pattie_maes_demos_the_sixth_sense?language=tr, Erişim: 05.02.2016.
Turano A.M. (2012). Tailing your shoppers: retailing for the future, Markus, S. and Maila, V. (Eds), Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale. Kogan Page Publishers.
Varınlı, İ. (2008). Marketlerde pazarlama yönetimi. Detay Yayıncılık.
How to Cite
Copyright (c) 2016 Filiz Bozkurt Bekoglu, Ahu Ergan
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors contributing to IJRBS agree to publish their articles under the Creative Commons Attribution- 4.0 International (CC BY 4.0) license, allowing third parties to share their work (copy, distribute, transmit) and to adapt it, under the condition that the authors are given credit, that the work is not used for commercial purposes, and that in the event of reuse or distribution, the terms of this license are made clear. Authors retain the copyright of their work, with first publication rights granted to IJRBS. However, authors are required to transfer copyrights associated with commercial use to the Publisher. The authors agree to the terms of this Copyright Notice, which will apply to this submission if and when it is published by this journal
Submission of an article implies that the work described has not been published previously (except in the form of an abstract or as part of a published lecture or academic thesis), that it is not under consideration for publication elsewhere, that its publication is approved by all authors and tacitly or explicitly by the responsible authorities where the work was carried out, and that, if accepted, it will not be published elsewhere in the same form, in English or in any other languages, without the written consent of the Publisher. The Editors reserve the right to edit or otherwise alter all contributions, but authors will receive proofs for approval before publication