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Distribution, the challenge of the super agility


  • PURCAREA, Theodor


Top Retailers on the Romanian Market, TOEMM, September 2014, reconfirmed the continuous development of the Romanian retail market, and the increased competition on this relevant market. Indeed, the wheel of distribution keeps turning, and retail is in a proper position to confirm the trend of increase on competing with each other primarily on the basis of creating great customer experience. A requirement for today s Omni-channel retailers is the ability to track and manage the customer journey, by intelligently predicting what a consumer is going to do at every step along this journey, considering both, personalization as the future of retail marketing, and customer data and analytics as the lifeblood of retail marketing. The retail sector is reshaped by the digital interaction, consumers engaging any moment with brands in-store, online, mobile. As the retail industry is in the midst of this significant digital evolution, there is a real opportunity to begin to envision the store of the future by extrapolating the actual trends. The key characteristic of tomorrow s winning retailers will be the hyper agility that allows retailers to quickly and effectively respond and transform their operations, by simultaneously focusing on specific areas.

Suggested Citation

  • PURCAREA, Theodor, 2014. "Distribution, the challenge of the super agility," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 5(3), pages 18-25, September.
  • Handle: RePEc:rdc:journl:v:5:y:2014:i:3:p:18-25

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    More about this item


    Distribution; Retail Market; Customer Experience; Consumer Decision Journey; Channel Integration;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology


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