انقلابی در خرید تلفن همراه: تعریف مجدد فرآیند تصمیم گیری مصرف کننده The mobile shopping revolution: Redefining the consumer decision process
- نوع فایل : کتاب
- زبان : انگلیسی
- ناشر : Elsevier
- چاپ و سال / کشور: 2018
توضیحات
رشته های مرتبط مدیریت
گرایش های مرتبط مدیریت کسب و کار و مدیریت استراتژیک
مجله افق های تجاری – Business Horizons
دانشگاه College of Business – University of Louisville – Louisville – U.S.A
منتشر شده در نشریه الزویر
کلمات کلیدی خریداران مرتبط، بازاریابی دیجیتال، بازاریابی موبایل، روند تصمیم مصرف کننده، نوآوری خرده فروشی
گرایش های مرتبط مدیریت کسب و کار و مدیریت استراتژیک
مجله افق های تجاری – Business Horizons
دانشگاه College of Business – University of Louisville – Louisville – U.S.A
منتشر شده در نشریه الزویر
کلمات کلیدی خریداران مرتبط، بازاریابی دیجیتال، بازاریابی موبایل، روند تصمیم مصرف کننده، نوآوری خرده فروشی
Description
1. Dr. Gonzales: The new connected consumer Dr. Kailey Gonzales, a busy practicing physician, enters the parking lot of Woodman’s Supermarket in Madison, Wisconsin for her weekly shopping trip. She plans to purchase the items that routinely appear on her shopping list, stored on her smartphone, in addition to several other items for her party on Saturday night. While exiting her SUV, she receives a digital prompt from Woodman’s welcoming her to the store and informing her of that week’s set of customized coupons for items she regularly purchases as well as a few items she seldom buys. Entering the store’s produce department, she checks her shopping list on the store’s app and notes that kale appears first. She selects a bunch, places it on the digital scale, scans the weight and Universal Product Code (UPC) into her phone, taps the purchase button to record the transaction, and then places the kale in her environmentally friendly, reusable shopping bag inside her cart. As she is leaving the produce section, she hears an alert message from her smartphone indicating that the store’s app has detected that she is leaving the produce section without buying bananas, an item that she purchased on her previous four shopping trips, and she quickly returns to purchase this forgotten item. Pressed for time, she uses her smartphone to locate the next two items on her list: sockeye salmon and salad-seasoning powder. The in-store app immediately displays a map of the store’s layout, including her location within the store and the location of the salmon on aisle 5 and seasoning powder on aisle 9.
