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Books > Business & Economics > Business & management > Management & management techniques > Organizational theory & behaviour
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Why Customers Would Rather Have a Smartphone than a Car - Relationship Retailing as an Opportunity (Hardcover, New Ed)
Loot Price: R2,046
Discovery Miles 20 460
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Why Customers Would Rather Have a Smartphone than a Car - Relationship Retailing as an Opportunity (Hardcover, New Ed)
Expected to ship within 12 - 17 working days
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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
the 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. The author
interweaves examples from traditional and virtual retailing with
his research on consumer psychology and buying behaviour to offer a
sophisticated and at times challenging guide for all those involved
in retailing, as well as those responsible for planning and
designing social and retail space.
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