INDIANA UNIVERSITY Retail Technology in the Next Century What’s “In Store” for Consumers An Indiana University–KPMG Study Table of Contents 1 Preface 2 Introduction 5 Consumers’ Current Shopping Behavior 8 Consumers’ Experiences at Discount Stores 10 Overview of Technologies 15 Enhancing the Shopping Experience 20 One-to-One Marketing 24 Conclusion 25 Study Methodology/Participant Demographics KPMG National Director —RetailIndustry Larson Mark J. Indiana University Kelley School ofBusiness Director, Center for EducationandResearch inRetailing Theresa Williams — bothtoday andinthefuture. you’re able tousethefindings tohelpyou capturetheloyalty andbuyingpower ofconsumers We hopeyou findthisstudyinterestingandthought-provoking. we Mostimportant, hope thank himforhisresearchcontributions, which includedthedesignand analysis ofthestudy. to acknowledge IU’s Professor Raymond Burke researcherinthisprojectandto astheprimary reactionstoone-to-onemarketing strategies. Weshopping behavior would andconsumers’ like acceptanceoftechnology, butwe alsopresentsomesignificant findingson is onconsumers’ KPMG’s practicebelieve RetailIndustry strongly that essfulretailersinthefuturewillbe The IndianaUniversity CenterforEducationandResearchinRetailing(IUCenter) challenge forretailers. selection, convenience, Providing andentertainment. service thisvalue isadaunting value. What isvalue? Isitprice? Yes. Is itquality? Yes. Isitinformation? Yes. Butit’s also buying sophisticatedandhave arevery aclearunderstandingof before andhave accesstoanever-increasing uponwhich amountofinformation tobasetheir significant reality—theconsumerisincharge. Consumersenjoy morechoicethanever T our mission,takes ahardlookatconsumers. The focus Store” for Consumers, Retail Technology intheNextCentury: What’s “In The IUCenterandKPMGarepleasedtopresent of assurance,taxandconsultingservices. understandable businessadvicethroughawiderange KPMG, akey oftheIUCenter, partner
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