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The influence of mobile marketing on consumer behavior
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Consumer mobile, the latest trend, stands in the retail industry as powerhouse technology that can shift the current landscape. Although online commerce proved its potential with direct business to consumer digital channel, it served as only the beginning of integrating technology into retail. Retail stores sales were barely affected by online businesses in that online business conduct could only provide convenience. Companies are looking for technology that will galvanize their businesses and change the customer experience and in fact, consumer mobile technology provides such potential for those companies.
Background
Consumer mobile technology is revolutionizing the options for how retailers can engage with consumers. It brings the physical product and the virtual space by means that the cross-channel marketing plan cannot and its costs to experiment for retailers is small. RSR Research reports that chief information officers have claimed that entering the mobile consumer space only costs around $15-30,000 for an app (RSR). Retail companies can invest in customer experience technology, which is the ideal timing for consumer mobile technology. For those who have already adopted mobile technologies into retail, mobile techonlogies have already impacted their volume of sales, accounting for a total of 58% of retailers who have reported that the mobile channel has captured a percentage of their sales (Figure 1).
Figure 1:
Consumers themselves have called out to use mobile technology through their shopping habits. Early adopters of mobile technology in retail have responded and captured that demand. Those who lag behind this adoption have forgotten the range and power of modern day consumer choices. The traditional busi...
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...o want to implement the role of Chief Customer Experience officer should have realistic expectations for what he can and should manage, and ensure that he understands management in the retail store, and in online and mobile platforms.
4. Begin in-store wireless initiatives.
Consumers with mobile devices provide retailers new creative opportunities to interact with customers inside stores. As new mobile media content emerges, retailers must implement the infrastructure for customer mobile engagement.
5. Deploy services across multiple mobile platforms.
Retail Winners have spoken: no mobile platform should be left behind. From its inception point, any mobile offering must be built with the flexibility to operate across multiple mobile platforms and devices in order to make best use of already-strained internal resources.
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The Australian supermarkets and grocery stores industry is very keen on inculcating technology in their day to day operations and also for their back end support. A good example to illustrate the gap in technology between the Malaysian and Australian supermarkets is the Self-Checkout Counters, they have been in Australia for quite some time and are now evolving but for Malaysia this is a new concept altogether. The Australian Companies are investing more and more in technology to make the shopping experience easy, refreshing and fun for its customers. Currently Coles, one of the leaders of the industry in Australia is working along with IBM to install radio tags on each item and this will drastically reduce the checkout time (http://www.heraldsun.com.au/technology/news/smart-phone-to-avoid-queues-in-supermarkets/story-fn7celvh-1226410624726). This integration of technology to attract more customers and make their shopping experiences better will be very crucial for them to gain more market share (IBIS 2016), thus Giant have to focus on this from the very
In the article “High-Tech Tools Help Stores—and Shoppers” by Karla Givens, the central idea that Givens wants her readers to understand in this article is that cell-phone tracking has made it so stores know what’s trending; what to display to attract customers.
are Apple stores so successful and continue to increase in popularity when Apple products are readily available through other retailers who are more convenient and with a lower price? The reason, Apple differentiates itself from other retailers in that it offers a value-added service (Majeski, 2011). Apple doesn’t just want to sell products; it wants to show customers how to maximize benefits from technology (Majeski, 2011). Thus, in order to accomplish this goal, Apple offers a high-value customer service retail experience.
To do so, we are moving faster than ever before, employing more technology and concentrating our resources on those elements most important to our core customers (Macy's, No Date). In order to do this, the company must move fast. Employing more technology such as Omni-channel marketing and my mobile wallet, while continuing to look to the future at what advancements can be made to further refine the use of technology in the retail space. In addition to technological advancements Macy’s leadership teams will be utilizing the ‘voice of the customer’ and concentrating resources on the elements that are crucial to the core clients. They will also focus on the corporate structure and processes so that they are streamlining for efficiency and
Also the checking out process has been technologically advanced as it was observed that iPhones and iPads are used on the sales floor to see what items are in stock at the location or other locations and to help customers in making a purchase. Using these items help with the communication among staff and customers. After making a purchase, the associate that assisted them will more than likely follow up with a personalized thank you note and invite them back to the store. Customizing the product for the customer also increases the use of technology. The customer chooses what product they want and they ask an associate to engrave their name on it, making it their own personal
The growth of the internet allowed world consumers instant access to the latest fashion catwalks and the option to purchase items 24/7. With Advances in picture quality consumers could examine clothing in more detail than previously allowed. Internet shopping was highly accessible, time saving, and allowed people to try on at home making the online retail market boom. Advances in smart phones particularly Apple (IPod 2001 & iPhone 2007) influenced consumers buying habits with the introduction of shopping apps allowing to search the internet, blogs, and fashion houses with ease. This increased consumer participation within fashion, with trends on celebrities and those on the streets being scrutinised and published online.
Mobile is the first order priority device for access because people are connecting with others, finding entertainment, and doing business—all with smart phones. The prices of mobile phones are never over $1,000 in today’s world. They are affordable and accessible. As the result of the changes the worldwide and national business environment has undergone, people own 1-2 cell phones on average. However, the mobile markets in US seems to have been saturated.
As a small grocery chain we are currently struggling to maintain our revenue stream and profitability against the competitive threats of the global warehouse chains (Costco, Wal-Mart, etc). We continue to find ourselves behind the curve in this competitive situation. These larger retailers have been able to use their greater resources and economies of scale to not only beat us on cost but also industry innovation. According to the electronic periodical Baseline, “Several dozen retailers and suppliers, including Unilever, Coca-Cola, Kraft Foods, and Wal-Mart have signed on to the next generation UPC called the Electronic Product Code (EPC)”, (Mullin, 2002). With the implementation of this technology a customer will be able to virtually walk through a store, collect all their groceries, and walk out without ever having to stop for a cashier or checkout procedure. The electronic retail chain Best Buy, which sells electronic devices along with household appliances, implemented this technology in many of its stores and has increased revenue, along with customer satisfaction due to always having proper stock on hand. We believe that this innovation will have a profound effect on our customer base, especially the highly desired, short attention span, and technically astute demographic of the 20-45 year olds. There are many other large retailers looking at this technology for the same reason (increased revenue) and studies show that smaller retailers would be willing to implement this same technology if initial installation costs decreased (2002). Our groc...
The Internet is rapidly becoming widespread and widely used as a tool for globalization across the world. As the Internet became more easily accessible by most people in the world, the web is bringing significant implications and changes to the way we live, including the way we shop. There is a rapid growth with e-commerce and moving businesses onto the web and retail success is no longer about stores and shopping centers. In developed countries, about two thirds of the population have access to the Internet making the option of online shopping is easily accessible to most people (Valerio). With the ease of shopping in your own home there are many benefits of doing your shopping online. Consumers can easily compare prices online, there is a larger range of products on the web, you can save time by having your shopping delivered right to your doorstep and it also overcomes physical barriers. Over the last decade online shopping has challenged and replaced the traditional means of physically going into shops as the digital world has provided customers with further convenience, flexibility and comfort from shopping from your own home.
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
The year is 2014, the markets are changing constantly, and they always have to meet the needs of new consumers as well as old consumers. Mobile telephones have been in the retail and wholesale business for quite some time, and are only evolving from here on out. There are things that these cell phones can bring us that are major benefits in our everyday lives. Cell phones bring us maps, radios, address books, and even flashlights now. Cell phones have taken shape from a huge portable device to a more convenient thin device that can fit in your pocket. With time in any consumer market, the consumer adapts to the technology that makes their life easier. The constant innovation of cell phones has led us to smart phones, and these smart phones are capable of putting certain businesses out of the market. Businesses that engineered PDAs in the past were met with challenges because smart phones are able to match their productivity. Land lines have become useless since everyone can afford a mobile device now. Listening to music has also switched from a traditional CD Player/MP3 Player to an everyday smart phone.
The advancements in the technological world have allowed supermarket chains and other national stores to quickly dominate the market and are driving out the concept of the ‘local stores’. This surge in the market has seen shares rise and profits bulge with the three main contenders in mind being Sainsburys, Safeways and Tescos who now serve the whole of the UK between them and are the household names of the shopping world. The ICT input to these businesses is vital in that it provides speedy service; controls stock levels and will even allow bank balance transfers to be carried out with minimal difficulty or technical experience.
E-Commerce is a type of industry where the buying and selling of products or services is conducted over electronic systems such as the Internet and other computer networks. Electronic commerce draws on technologies such as mobile commerce, electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. It also includes ‘M-commerce’ which makes use of various mobile devices or smart phones. It means "the delivery of e-commerce capabilities directly into the consumer’s hand, anywhere, via wireless technology.” The various services available on M-Commerce are Mobile Money Transfer, Mobile ATM, Mobile ticketing, Mobile vouchers, coupons and loyalty cards, News, Stock Quotes, shopping apps, Mobile brokerage etc. Launching of Google Wallet Mobile App is one of the recent developments.
As the author of the article concedes, the online shopping has flourished in the past years. Many customer have seen the advantages of e-commerce in the ways of time and money saving. Whit a simple click on the keyboard the goods are uploaded in a virtual cart and from there are delivered to the customer address. Also, the online stores have the opportunity to create a customer database and a customer profile. The customers receive periodic reminders of the new offers and sales via email or mobile phone messages. In the meantime, many classic stores have struggled to maintain the business keep up. According to the article, the brick and mortar stores will implement new features that conduct customers to an easy and pleasant shopping. For instance, the retailers will use the customer mobile phone as a concierge application. The customer will be informed about latest products and their availability. Furthermore, the customer will have the possibility to track needed items inside the store with the help of store mapping and products locations. If the customer will change the shopping list, the app will provide the route to the new item. Also, when a customer will passing a store the app will remind the last customer visit into the store and
Customer service officer is a person whose main function is to help the customer. As a CSO I performed following function.