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1st International Conference on New Trends in Communication Küreselleşmenin etkisi ile gittikçe gelişen perakende sektörü, teknoloji kullanımını entegre ettikleri uygulamalar ile yepyeni bir görünüme bürünmüştür. Değişen tüketici tercihleri sonucunda müşteri beklentilerini karşılamaya çalışan firmalar, bir taraftan maliyetleri düşürücü akıllı sunumlar çıkartmaya yönelmiştir. İstikrarlı bir rekabet avantajı yaratmak sözkonusu yeni teknolojileri etkin bir şekilde kullanabilmek ile mümkündür. Tüketici “en yeni teknoloji”, “en son geliştirilmiş” sunumlardan etkilenmektedir. Perakendeciler sadece yeni müşteri elde etmek için değil; var olan sadık müşterilerini de koruyabilmek için teknoloji kullanımını etkin bir şekilde uygulamaktadır. Bu çalışmada son dönem yeni teknolojiler ile karşı karşıya kalan müşterilere yönelik perakende yöneticilerine tavsiyelerde bulunup, bu çerçevede yön çizmek amaçlanmaktadır. Yeni teknolojilerin kullanımında etkin olmayı başaran bir perakendeci sadece satışlarını arttırmakla kalmayıp alışverişçi odaklı bir yaklaşımla tüketicilerinin satınalma sonrası tatminlerini elde etmiş olacaktır. Omni-channel uygulamalarının desteği ile bütünleşik pazarlama iletişimi başarılı bir şekilde oluşturulmakta, perakendeciler yeni teknolojileri her alana adapte edebilmektedirler. In terms of globalization, it is obvious to reveal that retail industry is being reshaped in the context of technological advances. In this globe, consumer preferences are also changing and companies are spending the most effort in meeting the needs of the consumers while reducing the cost of operation on the company side. In the concept of sustainable competitive advantage in retail industry, it is adviced that new Technologies should be revealed and used. In this sense, the consumers should be motivated as a means to use the newest and most advanced technologies. Retailers, by using and implementing the newest technologies not only increase the number of consumers but also they succeed in keeping loyal consumers by meeting the needs of the consumers. This strategy ends up in reduced cost of operations while inceasing efficiency on the consumer side. In this study, managerial implications are being discussed towards consumers that face new technologies. If companies may adopt efficient retail technologies, they not only increase their sales through extended technologies, but also they become shopper centric thereby they maight possibly offer a value to the consumer in order to compete well. With the support of omni channels, retailers may well engage in integrated marketing communications. Especially, new technologies well contributes to this process.

The bachelor thesis is focused on modern technologies in retailing. In the beginning is an introduction, than are described selected technologies. Last of all is carried out an analysis of useres experiences with modern technologies in retail stores via a research. The research on this topic is carried out by putting specific questions related to the aims. On the basis of the research conducted I offered some suggestions which relate to an expansion of the self-checkout systems and its promotion as well in a chosen retail store.

This talk presents an overview of how on- and offline retailers can learn from each other and how technology is key in searching for sustainable competitive advantages. First, we focus on bricks-and-mortar retail technologies by conducting a two-dimensional analysis, namely according to the stage in the path-to-purchase when a technology is likely to prevail, and with respect to the type of customer value it mainly offers (e.g., utilitarian vs. hedonic). Second, we address a major shortcoming in online retailing, namely the lack of physical inspection (or even trial) while shopping online, resulting in higher perceived risks and ultimately also contributing to online shopping cart abandonment. In particular, we shed a light on sensory-enabling technologies (SETs) and other compensatory measures that can assist online retailers in solving or alleviating this problem. We conclude with a research agenda for both HCI- and marketing researchers, on both on- and offline retail technologies.

Radio frequency identification technology (RFID technology) is one of the rapidly growing technologies with a huge potential of application in retail supply chain. Numerous research papers claim that RFID technology can have enormous positive impact on business processes in supply chains: (1) due to the real time items tracking, they have a positive impact on inventory management, (2) “smart labels” improve automatic identification in warehouses and outlets and brings the idea of “smart shelf” into the practice, (3) shelf stocking and in-store product replenishment is becoming more efficient, (4) business forecasting in the field of inventories and stocks is applying the real-time quantities, (5) there are numerous advantages in the check- out procedures starting from the reduction of consumers’ time and effort spent at the cashier desk throughout the increased productivity of employees within the store (6) it reduces overhead costs by improving shipping and receiving procedures and by eliminating the human error out of supply chain administration activities. Nonetheless, the introduction of RFID technology into every-day retail activities rises up numerous issues regarding privacy and ethics of its usage. Firstly, this paper, based on secondary data, gives a critical overview of benefits and risks of RFID technology observed and explained by other authors. Secondly, upon the critical overview, the questionnaire was created and a primary research was done on the sample of younger consumers in Croatia in order to explain how they perceive advantages and disadvantages of introduction of RFID technology in retail and every-day life.

This talk presents an overview of how on- and offline retailers can learn from each other and how technology is key in searching for sustainable competitive advantages. First, we focus on offline retailing. The unprecedented rise of online shopping has implications for bricks-and-mortar retailing. This talk presents an overview of how digital opportunities can augment the shopper's in-store experience, along and beyond his/her path-to-purchase. A systematic literature review of the ACM database results in an encompassing inventory of retail technologies that can offer traditional retailers with a basis for differential advantage. This inventory is discussed in terms of (1) stage in the path-to-purchase when the technology is likely to prevail, and (2) type of customer value it mainly offers (e.g., utilitarian vs. hedonic). Second, we address online retailing. After all, e-commerce is still not uniformly adopted by all shoppers nor to the same extent in all product categories. A major shortcoming is the lack of sensory input while shopping online, leaving shoppers with substantial perceived risk, which in turn can result in online shopping cart abandonment altogether. A systematic ACM literature review sheds light on what sensory-enabling technologies (SETs) exist, that may help online retailers to augment the shopping experience online. This pool of SETs is translated into potential specific marketing applications for online retailers. We conclude with a research agenda for both HCI- and marketing researchers, on both on- and offline retail technologies.

This study focuses on innovative ways to digitally instrument the servicescape in bricks-and-mortar retailing. In the present digital era, technological developments allow for augmenting the shopping experience and capturing moments-of-truth along the shopper's path-to-purchase. This article provides an encompassing inventory of cutting-edge technologies resulting from a systematic screening of three secondary data sources, over 2008-2014: (1) marketing literature, (2) retailing related ICT publications, and (3) related business practices (e.g., retail labs and R&D departments). An affinity diagram approach allows for clustering and categorizing the technologies in terms of (1) type of customer value that they offer, and (2) stage in the path-to-purchase they mainly pertain to. This in-depth analysis results in a comprehensive inventory of innovative retail technologies that allows for verifying the suitability of new technologies for targeted in-store shopper marketing objectives. The article concludes with a research agenda.

The goal of this thesis New technologies in retailing is to describe new technologies and advantages and disadvantages of technological innovations. Than formulation of recommendations. The first part of thesis covers of the theoretical information about issues, in particular the definition of basic terms of innovation, retail innovation, Future Store technologies, trends in the USA, Germany and Czech Republic. Second part of thesis includes application theoretical knowledges by the own research in Passau, Prague and in České Budějovice.