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Confessions Of A Merchandiser



             The pace of technological evolution in recent years and will continue to have great influence on the lives of consumers. Rudy Puryear , a senior information technological strategist at Anderson consulting, very early described this age as the "age of less." Technology allows consumers to go shopping without going to the stores (storeless); travel without a ticket (ticketless) paying money without cash (cashless) and so on.
             Consumers" time poverty and abundance of information technology in people homes led to increased level of automated transaction with marketers. the shift in consumers behavior is from aggregation to personalization. the concept of personal market place buried the traditional time bound and location bound marketing. Where commerce for most part , tends to be a time and location bound and consumers have to comply with it. Technology led to shopping on demands, consumers are now more of a co-producers involved in designing and customizing the products according to their needs.
             Marketing management has almost become demand management. the two prominent factors led to this shift in behavior are first consumers spend a considerable amount of time on internet and second increased emphasis on value consciousness. The digital market emerged more cost efficient then the traditional markets hence better prices. The improvements in web security technologies had also infused greater amount of trust in consumers to purchase more online.
             Retail formats.
             In past two major consumers benefits had droved the the emergence of new retail formats: convenience and economy. The first gave us convenience stores, offering consumers a limited selection of products at convenient locations with extended hours of operations and little or no waiting.
             At the other extreme, it drove the development of huge supercenters and discount stores that sell groceries, prepared foods, general merchandise, and variety of other items all under one roof.


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