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The retail market under the pressure of the technological change


  • PURCAREA, Theodor


Facing the danger of closing stores retailers are struggling to approach the Omni channel marketing, and innovating in using online platforms and shipping processes. Location, information, assortment, delivery, and ambience are important distribution services which represent essential outputs of the retail establishments, and are considerably impacted by the technological change, the evolution of retailing on the Romanian market, where were observed the highest increases in total retail trade among EU Member States, also confirming this considerable impact. Consumers are expecting personalization, retail personalization is transformed including with the help of the artificial intelligence, and there is a real retail marketers’ opportunity to drive increased levels of personalization thanks to improved tracking and attribution technologies across all the channels. Both retailers and CPG companies are being forced to leverage mobile technology to communicate with their targets throughout the customer journey, enhancing the overall customer experience, and CPG companies are committing to Omni channel retail as one of the identified imperatives.

Suggested Citation

  • PURCAREA, Theodor, 2016. "The retail market under the pressure of the technological change," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 7(3), pages 26-37, October.
  • Handle: RePEc:rdc:journl:v:7:y:2016:i:3:p:26-37

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    More about this item


    Omni channel marketing; Distribution services; Technological change; Retail personalization; Omni channel customer experience;
    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


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