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Expo Milano 2015, TUTTOFOOD 2015, and SHOP 2015

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  • PURCAREA, Theodor

Abstract

There is no doubt that the citizen’s quality of life may be improved by properly understanding definite current challenges, and by continuously reflecting and applying the knowledge with wisdom. “Expo Milano 2015” represents a clear invitation for responsible and accountable way of doing business, confirming the opening for an intercultural journey offering ideas and shared solutions. In the generous perspective offered by “SHOP 2015”, it is challenging to reflect at the retail space as a crucial factor influencing the customer’s feelings, at retailers who should consequently develop a strategy that defines their ideal retail footprint, at businesses which need continuing putting increased focus on integrating their various channels, while considering the impact of the converged lifestyle which has empowered consumers. We are already in this converged lifestyle, a new phase of convergence, in which technology enables consumers to get what they want, when they want it, virtualization is disrupting power relationships between companies, customers, and employees, while convergence of technology will lead to convergence of competition. It is argued that, in the future, those retail stores that drive convenience, service, and relevant personalized experiences through the use of digital store technology will succeed. We dare to say that the Romanian retail market will also be an interesting “battlefield” in what concerns competing in offering customers consistent experiences whether they interact with a brand in-store, online or via mobile, by delivering them content fast and seamlessly across all these channels, while also not forgetting that the foundation of retailing is understanding what customers want and need, and consequently developing a deep understanding of the decision journey that the new shoppers undertake.

Suggested Citation

  • PURCAREA, Theodor, 2015. "Expo Milano 2015, TUTTOFOOD 2015, and SHOP 2015," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 6(1), pages 18-35, March.
  • Handle: RePEc:rdc:journl:v:6:y:2015:i:1:p:18-35
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    Keywords

    Distribution; Retail Market; Store of the Future; Connectivity and Convergence; Shopper Experience; Channel Integration;

    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
    • Q55 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environmental Economics: Technological Innovation

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