scholarly journals Omnichannelling and the Predominance of Big Retailers in the post-Covid Era

2021 ◽  
Author(s):  
Fabio Fortuna ◽  
Mario Risso ◽  
Fabio Musso
Keyword(s):  
Digital Technology ◽  
Consumer Behaviour ◽  
Marketing Channels ◽  
Global Markets ◽  
Retail Strategy ◽  
Retail Products ◽  
Logistic Functions

The Covid 19 pandemic has profoundly affected the competitive context of retail companies. Multiple changes have occurred both in consumer behaviour, in retail strategy and marketing channels. In particular, the pandemic has accelerated the use of digital technology in the processes of physical purchase and distribution of retail products, favouring new forms of integration between physical and online channels (so-called omnichannelling). Many brick&mortar stores have closed down, others have modified their original logistic functions in favor of the new digital integrated ones, with a smaller number of point of sales assuming the connotation of flagship stores with greater force. Some cases confirm the acceleration that took place towards the integration and redefinition of the roles of physical and online channels. The biggest retailers empower their predominance in the global markets. Smaller operators could renew their role by shaping new forms of collaboration to survive.

Convergence in global markets and consumer behaviour

2009 ◽  
Vol 33 (3) ◽  
pp. 316-321 ◽  
Author(s):  
Darryl J. Mitry ◽  
David E. Smith
Keyword(s):  
Consumer Behaviour ◽  
Global Markets

scholarly journals Consumer Behaviour during Pandemic of COVID-19

2021 ◽  
Vol 6 (3) ◽  
pp. 34-37
Author(s):  
Lenka Svajdova
Keyword(s):  
Consumer Behaviour ◽  
Secondary Data ◽  
Marketing Mix ◽  
Current Situation ◽  
External Factors ◽  
Economic Situation ◽  
Global Markets ◽  
Economic Factors ◽  
Knowing How

Knowledge of consumer behaviour is an important factor in the success of companies. Knowing how the consumer behaves and what factors influence him enables companies to manage the marketing mix, branding and communication more effectively with customers. Identifying the factors that affect consumers is sometimes very difficult to identify correctly, because very often they are internal factors.The current situation currently prevailing in global markets is mainly influenced by external factors – the COVID-19 pandemic and the effects of political and legislative steps and the economic situation. That is, the factors that both customers and retailers had to adapt to. The author aims to identify changes in consumer behaviour when buying basic products – food, drugstore goods, clothing and footwear and electronics during the pandemic of COVID-19. The aim of this article is based on analysis of primary, secondary data and marketing survey to identify changes in consumer behaviour because of political, legislative, and economic factors caused by the spread of illness COVID-19. The result will be the evaluation of changings in consumer behaviour because of the pandemic of COVID-19.

scholarly journals Strategic positioning of retail entrepreneurship in marketing channels

2005 ◽  
Vol 50 (164) ◽  
pp. 151-166
Author(s):  
Milos Ristic
Keyword(s):  
Marketing Channel ◽  
Marketing Channels ◽  
Marketing Strategies ◽  
Strategic Positioning ◽  
Retail Strategy ◽  
Performance Patterns ◽  
Term Basis ◽  
Management Approaches ◽  
Retail Company

Both the actual market flows and dynamiting of power ratios bring about the revolutionary changes within the marketing strategies and basic management approaches, while completely deranging the traditional value system (i.e. system established through marketing channel members' interaction). What is being altered are the market performance patterns, channel communication standards, and forms of institutional pressure manifestation toward the remainder of members which is being performed by the institution with highest economic and negotiating power. Retail company becomes the leader in development of break-the-rule strategies as well as the mutual revolutionary and innovational processes in marketing channel functioning. The final objectives of initiation of co-revolutionary retail strategy with the remainder of marketing channel members are identification and removal of all non-efficient points in the process of development and the process of adding value at all levels of distribution. In addition, these goals are the advanced management of supply chain and integration of consumers with appropriate marketing channel on a long-term basis.

scholarly journals How Digital Technology Driven Millennial Consumer Behaviour in Indonesia

2019 ◽  
Vol 17 (8) ◽  
pp. 25-34 ◽  
Author(s):  
Asmara INDAHINGWATI ◽  
Aan ASWARI ◽  
Ahmad FIRMAN ◽  
Aditya Halim Perdana Kusuma Putra ◽  
Ansir LAUNTU ◽  
...  
Keyword(s):  
Digital Technology ◽  
Consumer Behaviour

scholarly journals Priority Areas for the Development and Implementation of Alternative Digital Marketing Instruments

2020 ◽  
Vol 24 (1) ◽  
pp. 60-68
Author(s):  
V. Zahladko ◽  
Keyword(s):  
Digital Technology ◽  
Marketing Channels ◽  
Digital Marketing ◽  
Corporate Strategies ◽  
Data Comparison ◽  
Innovative Methods ◽  
Full Control ◽  
Internet Media ◽  
Traditional Marketing ◽  
Digital Channels

Abstract. Introduction. In the context of dynamic convergence of the physical and digital worlds, presence of an incredible amount of information about an individual consumer, critical perception of traditional forms of advertising by society, increased efficiency of data processing and communication, traditional marketing has evolved into a completely new model of digital marketing. Purpose. The principal purpose of this paper is to analyse the basis of the concept of digital marketing and the conditions of its formation; to highlight the features of innovative methods and instruments of digital marketing; to consider its characteristics and to assess effectiveness in the current economic environment. Results. The author developed a definition for digital marketing and highlighted the key advantages of applying digital channels in corporate strategies. A series of alternative instruments for modern digital marketing was analysed: artificial intelligence, machine learning, chatbot, video marketing, augmented reality and influencer marketing. The main characteristics of these instruments were defined, and a critical assessment of their effectiveness was provided based on the comprehensive analysis and data comparison. Conclusions. The modern consumers have full control over the internet media and the content they interact with, which strongly reduces or even eliminates the effectiveness of traditional marketing instruments. As a result, marketing specialists are forced to work in complex and changing circumstances. Today, the principal mean of communication between consumers and brands is digital technology, which has fundamentally changed the context and methods of conducting marketing processes. Digital channels proved to be multifunctional, versatile, practical and efficient. For that reason, companies are relying on digital channels for marketing communications to a greater extent. It justifies the fact why investment in research and development of new digital marketing instruments is constantly growing. Keywords: marketing; marketing channels; digital marketing; digital technologies; target audience; promotion; personalised content.

Current Issues: Advanced Digital Technology for Supervising Graduate Clinicians

2010 ◽  
Vol 20 (1) ◽  
pp. 9-13 ◽  
Author(s):  
Glenn Tellis ◽  
Lori Cimino ◽  
Jennifer Alberti
Keyword(s):  
Real Time ◽  
Digital Technology ◽  
Clinical Training ◽  
State Of The Art ◽  
Clinical Skills ◽  
Slow Motion ◽  
Video Capture ◽  
Microsoft Excel ◽  
Clinical Supervisors ◽  
Training And Supervision

Abstract The purpose of this article is to provide clinical supervisors with information pertaining to state-of-the-art clinic observation technology. We use a novel video-capture technology, the Landro Play Analyzer, to supervise clinical sessions as well as to train students to improve their clinical skills. We can observe four clinical sessions simultaneously from a central observation center. In addition, speech samples can be analyzed in real-time; saved on a CD, DVD, or flash/jump drive; viewed in slow motion; paused; and analyzed with Microsoft Excel. Procedures for applying the technology for clinical training and supervision will be discussed.

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