Influence of technological advances and change in marketing strategies using analytics in retail industry

Kaur, Jasmine; Arora, V.P.S.; Bali, Shivani

doi:10.1007/s13198-020-01023-5

Cited by 23 publications

(19 citation statements)

References 18 publications

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“…El marketing digital como señala Maridueña y Paredes (2015), es un conjunto de instrumentos desde páginas web, correos electrónicos y otras herramientas basadas en el uso del Internet, que a su vez se puede medir el impacto de las acciones sobre un producto y servicios, ahora se ha convertido en un instrumento de apoyo estratégico a la organización (Núñez y Corrales, 2020) y desde el punto de vista de Armijos (2018); Correa (2019), es relevante la marca, que se difunde en la web; el logo, para tener presencia; el slogan, que es el mensaje correcto, a la persona correcta y el tiempo correcto con el manejo de las herramientas del marketing digital, para esto, González y Moreno (2020) manifiestan que se debe elaborar una serie de acciones planificadas que faciliten la toma de decisiones para lograr un objetivo con mayores rendimientos y beneficios, lo mismo ocurre para identificar y optimizar los posibles problemas que puedan ocurrir en las diferentes fases de atracción de un cliente, con el fin de medir los resultados (Vidal, 2016), así como comprender las necesidades de sus clientes, el tipo de alternativas disponibles, y los atributos clave en el impacto de las experiencias digitales (Kaur, 2020). Por estas razones Brown, Foroudi & Hafeez (2019) relaciona que los gerentes pueden implementar una guía para las acciones, con una gestión del desempeño de la empresa que está alineada con las necesidades comerciales actuales.…”

Section: Marco Teóricounclassified

“…Cates (2018) declara que, en el comercio minorista, encontraron mejoras para las operaciones, los ingresos y las ganancias de organizaciones que han implementado marketing. Aumentan las posibilidades de ventas y clics incrementalmente por ofertas basadas en productos individualizados, y las recomendaciones (Kaur, 2020).…”

Section: Efecto En La Rentabilidad En Las Empresas Del Sector Comerci...unclassified

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Validación de un instrumento de investigación para determinar un plan de marketing digital estratégico con adopción en TIC de vanguardia para posicionar a las PyMES de comercio

2022

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El aplicar una evaluación de plan de marketing digital, es de suma importancia para conocer la capacidad de que la empresa tome nuevas formas de comercialización con innovación estratégica, ya que es casi imprescindible que un negocio se encuentre en Internet. El Plan de marketing estratégico con adopción en TIC de vanguardia, apoya una gestión adecuada para poder posicionarse en el mercado, así como mostrar la necesidad de contar con esto. El propósito de este trabajo es validar un instrumento para determinar el grado de adopción, el impacto y la adaptación de la implementación de un plan de marketing digital estratégico con adopción en TIC de vanguardia para posicionar a las Pyme del Sector Comercio. Se acoplaron ocho instrumentos sobre el plan de marketing con adopción en TIC de vanguardia, resultando 4 dimensiones.

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Section: Marco Teóricounclassified

Section: Efecto En La Rentabilidad En Las Empresas Del Sector Comerci...unclassified

Validación de un instrumento de investigación para determinar un plan de marketing digital estratégico con adopción en TIC de vanguardia para posicionar a las PyMES de comercio

2022

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“…Various authors, including Ellis-Chadwick et al (2002), Broadbridge (2003), Hart et al (2007), Roberts (2013) and Kaur et al (2020) report that the transformation of retail has increased the professionalism of the industry. Some existing jobs will be replaced by emerging technologies, but we can expect new and more exciting positions to be created.…”

Section: Technology Driven Skill Needs In the Retail Sectormentioning

confidence: 99%

Technology driven change in the retail sector: Implications for higher education

Woods¹,

Doherty²,

Stephens

2021

Industry and Higher Education

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In this paper the authors explore the implications for higher education of the disruptions caused by changes in the retail sector resulting from rapid developments in technology. Industry 4.0 technologies such as big data, the Internet of Things, blockchain, automation, robotics, artificial intelligence and virtual reality are increasingly evident in the retail sector. While predictions vary as to the extent of the disruption, retailers agree that embracing technology is now a necessity. The evidence in the paper is taken from a diverse sample of 60 senior managers across 24 retail companies in Ireland. The authors adopt a mixed-methods approach to data collection. They report that the skills required to perform in retail now and in the future will be a combination of human, digital and traditional skills. What emerges from the study is that advances in technology necessitate the provision of new hard skills, but importantly reinforce the necessity for soft skills so that the potential of the new technology can be fully understood and utilised. Helping retail employees upskill and future proof is a major challenge for higher education. Retailers need to proactively develop their employees by identifying clear progression pathways and promoting careers in retail.

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“…New technology has provided retailers with the ability to communicate with the customer, 88 anytime, anyplace and through a medium that the consumer prefers (Pluta-Olearnik & Jadach, 2019). Kaur, Arora & Bali (2020) state that new technology and digital platforms provide retailers with analytics that can be used to improve customer satisfaction and personalize marketing efforts. Passavanti, Pantano, Priporas & Verteramo (2020), found in their research on the use of new technologies for corporate marketing communication in luxury retailing, that there are many benefits for retailers in making use of new technology and marketing communication media platforms.…”

Section: Communication In the Retail Industrymentioning

confidence: 99%

Consumer perceptions of real-time marketing used in campaigns for retail businesses

Tar¹,

Wiid²

2021

IJRBS

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This research empirically investigates consumers’ perception of real-time marketing as a marketing tool that is increasingly being used by businesses. Based on the review of literature, the paper aims to delve into real-time marketing and explore the elements of real-time marketing that influence consumers' perception of RTM campaigns. This study adopted a quantitative methodology. A total of 201 consumers completed an online survey in Gauteng, South Africa. To identify underlying factors that influence the consumer's perception of various real-time marketing campaigns, exploratory factor analysis was conducted. Descriptive statistic was used to provide a further summary of the basic characteristics of the sample. The research findings indicate that consumers value real-time marketing communication campaigns that offer value. Consumers' perception of value includes any real-time marketing campaign that offers some financial gain in the form of immediate and personalized discounts. This research provides retailers with a greater understanding of what consumers perceive as valuable and what they regard as clutter when it comes to real-time marketing campaigns

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Influence of technological advances and change in marketing strategies using analytics in retail industry

Cited by 23 publications

References 18 publications

Validación de un instrumento de investigación para determinar un plan de marketing digital estratégico con adopción en TIC de vanguardia para posicionar a las PyMES de comercio

Validación de un instrumento de investigación para determinar un plan de marketing digital estratégico con adopción en TIC de vanguardia para posicionar a las PyMES de comercio

Technology driven change in the retail sector: Implications for higher education

Consumer perceptions of real-time marketing used in campaigns for retail businesses

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