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Why Customers Would Rather Have a Smartphone than a Car

DOI link for Why Customers Would Rather Have a Smartphone than a Car

Why Customers Would Rather Have a Smartphone than a Car book

Relationship Retailing as an Opportunity

Why Customers Would Rather Have a Smartphone than a Car

DOI link for Why Customers Would Rather Have a Smartphone than a Car

Why Customers Would Rather Have a Smartphone than a Car book

Relationship Retailing as an Opportunity
ByCor Molenaar
Edition 1st Edition
First Published 2015
eBook Published 3 March 2016
Pub. location London
Imprint Routledge
DOI https://doi.org/10.4324/9781315547237
Pages 220 pages
eBook ISBN 9781315547237
SubjectsEconomics, Finance, Business & Industry
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Molenaar, C. (2015). Why Customers Would Rather Have a Smartphone than a Car. London: Routledge, https://doi.org/10.4324/9781315547237

Why Customers Would Rather Have a Smartphone than a Car explores some of the fundamental changes in consumer behaviour: Why do we buy less in shops and more on the internet? Why do we spend more on gadgets, smartphones and apps and not more on food, holidays or clothing? Why do most business people only look at symptoms and not the causes of changing customer behaviour? The new generation buys differently from the baby boomers; they have different priorities and preferences. The internet has changed us in the way we think, act and communicate. Whilst many retailers now understand the need for change, few of them have established convincing or sustainable models for the future. Cor Molenaar argues that by understanding the drivers behind these new consumer behaviours, retailers can identify the opportunities this represents and adapt their offering accordingly. The kind of relationship retailing he advocates involves the way the retailer interacts with their customer; the new environment that they need to sustain along with their ability to relate customer data, technology and new services. The author interweaves examples from traditional and virtual retailing with his research on consumer psychology and buying behaviour to offer a sophisticated and at times challenging guide for all those involved in retailing, as well as those responsible for planning and designing social and retail space.

TABLE OF CONTENTS

chapter |6 pages

Introduction

part |2 pages

PART 1 THE WORLD WE WANT

chapter 1|6 pages

Look Now … Buy Later

chapter 2|10 pages

Human Factors as an Accelerator of Change

chapter 3|10 pages

Payment Traffic

chapter 4|30 pages

The Field of Futurology

chapter 5|28 pages

What Choices Do We Have?

part |2 pages

PART 2 THE WORLD WE GET

chapter 6|10 pages

Signs of Disruption

chapter 7|24 pages

The Place of Shops in the City Centre

chapter 8|22 pages

Communication: The Basis of Customer Relationships

chapter 9|20 pages

The Challenge for Shops and Shopping Centres

part |2 pages

PART 3 LEARNING FROM PRACTICE

chapter 10|14 pages

Innovation or Disruption? The Reality

chapter 11|10 pages

Cornerstones of Change, on the Road to the Future

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