From Point of Sale to Point of Need: How Digital Technology Is Transforming Retailing.
- Resource Type
- Article
- Authors
- Reinartz, Werner; Imschloß, Monika
- Source
- GfK-Marketing Intelligence Review; May2017, Vol. 9 Issue 1, p43-47, 5p, 2 Color Photographs
- Subject
- DIGITAL technology
RETAIL industry
SHOPPING
COMMERCIAL products
CONSUMPTION (Economics)
- Language
- ISSN
- 18655866
The article offers information on the impact of digital technology in transforming retailing. Topics discussed include changes in the 21st century shopping of consumers via ordering the products from online store and paying via credit card; impact of digitalization on decision making by the consumers on the commercial products; and effect of digitalization in blending individual consumption phases and integrates them into consumer's lives.