Reflections of Changing Consumer Trends and Technological Developments on Retailing

Filiz Bozkurt Bekoglu and Ahu Ergen
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Filiz Bozkurt Bekoglu: Faculty of Economics and Administrative Sciences, Dogus Unıversity, Istanbul,Turkey
Ahu Ergen: Vocational School, Department of Marketing and Advertising, Bahcesehir University, Istanbul,Turkey

International Journal of Research in Business and Social Science (2147-4478), 2016, vol. 5, issue 2, 59-70

Abstract: 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. Key Words: Retailing, Retail Technologies, Smart Technologies, Biometric, Future of Retailing

Date: 2016
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