IDEAS home Printed from https://ideas.repec.org/a/vrs/gfkmir/v11y2019i1p10-17n2.html
   My bibliography  Save this article

Reinventing the Retailer: Retaining Relevance and Customer Access

Author

Listed:
  • Reinartz Werner

    (Professor of Marketing and Director, Center for Research in Retailing (IFH), University of Cologne, Germany)

Abstract

The retail sector is evolving from a structurally rather rigid and somewhat un-emotional mainstay in the economy to a most dynamic field where old business models cease to exist, and new business models and players are bustling. As more and more customers prefer the convenience of internet-based shopping and direct-to-home delivery, many traditional retailers are forced to break fresh ground. Today, retailers must achieve relevance and meaning in the daily life of consumers and develop significance beyond the interaction in the store. They have to be easily accessible both physically and digitally. Retailers still need to fulfill the classic retail functions but on top they need to develop digitally-enabled value creation sources. How well they succeed in implementing automation, individualization, life-embeddedness, interaction as well as transparency and control will determine whether they will persist in the new retailing environment. Only those retailers will survive who are able to translate the new value adds into meaningful and positive experiences that last beyond the purchase itself.

Suggested Citation

  • Reinartz Werner, 2019. "Reinventing the Retailer: Retaining Relevance and Customer Access," NIM Marketing Intelligence Review, Sciendo, vol. 11(1), pages 10-17, May.
    • Handle: RePEc:vrs:gfkmir:v:11:y:2019:i:1:p:10-17:n:2
    DOI: 10.2478/nimmir-2019-0002
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/nimmir-2019-0002
    Download Restriction: no
    File URL: https://libkey.io/10.2478/nimmir-2019-0002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:gfkmir:v:11:y:2019:i:1:p:10-17:n:2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.