Why Customers Would Rather Have a Smartphone than a Car explores some of the fundamental changes in consumer behaviour: Why do we buy less in shops and more on the internet? Why do we spend more on gadgets, smartphones and Apps and not more on food, holidays or clothing? Why do most business people only look at symptoms and not causes of changing customer behaviour? The new generation buys differently from the baby boomers; they have different priorities and preferences. The internet has changed us in the way we think, act and communicate. Whilst many retailers now understand the need for change, few of them have established convincing or sustainable models for the future. Cor Molenaar argues that by understanding the drivers behind these new consumer behaviours, retailers can identify the opportunities this represents and adapt their offering accordingly. The kind of relationship retailing he advocates involves the way the retailer interacts with their customer; the new environment that they need to sustain along with their ability to relate customer data, technology and new services.But trials are also being conducted on how the smartphone can be employed to support and guide the purchasing ... Smartphone technology assists customers by displaying product-specific information on their smartphones upon scanning in a product code (QR code or NFC chip). ... By downloading the Hointera#39;s app on the shoppera#39;s android or iphone, the shopper can try on clothes and place them in aanbsp;...
|Title||:||Why Customers Would Rather Have a Smartphone than a Car|
|Author||:||Prof Dr Cor Molenaar|
|Publisher||:||Ashgate Publishing, Ltd. - 2015-06-28|