RETAIL MARKETING

Retail Marketing



Retail Marketing

Introduction

The usage of self service technology (SST) has attracted criticisim and praise simentaneously. This technology is developed with a motive to esclate the satisfaction level of customer and brand loyalty.Self-check outs and online trade is regarded as the most prominent self-service navigation in reatil stores. The self-check out technology basically eliminates the queue while leaving the super store after shopping. Customer service is the most important part in current market practices, irrespective of any field. Retailers are utilizing the self service technologies to provide their customers with better quality of service. The most effective self service technology is the effective and interactive kiosks, which refer to workstations for public access (Rowley and Slack, 2003). The usage of kiosks is widely visible in banking (ATM) and airline check-ins. SST are also effectively used in the hospitality industry, by providing automatic check-ins and check-outs. The use of SST is effectively shown in the retail sectors, including supermarkets, specialty stores, food services, book stores, drug stores and entertainment. SST works as an effective tool to reduce the labor cost and increase the effectiveness of the company. SST can be assumed as a sales person at a store. The usage of SST is dependent on the retailer's goals. Some kiosks are used to simply check the price, while the other can be used to deliver products and transaction services. The success of kiosks is reflected on the financials of the business and help in retaining loyal customers. The global self-service market is projected to reach $24.7 billion by 2010, maintaining the annual growth rate of 17% (Howell, 2006, pp. 114).

Discussion

It has been eighteen years now, since the first self checkout counter was installed at Price Chopper in New York. The new advances in technology have brought massive changes to the hopping style of people. Self service has grown globally and now it consists of much more than unassisted way to shop for goods. Self service has now different formats and variation just like physical stores. From scan-and-bag checkouts to kiosks that provide information and advice to shoppers and self-scanning devices are available for shoppers to scan their goods while shopping. The introduction of mobile devices and applications has brought enormous revolution to the self service technologies and there have been major advancements in the last eighteen years. The scan-and-bag technology is the most prominent among the self service technologies. It is used effectively all around the globe by retail outlets for their customer ease. These technologies have provided flexibility and ease for the customers in all store formats.

John Curnow, area industry director for retail and hospitality at US technology firm NCR, says: “There are much advancement made in the checkout devices There are slimmer versions, those without bagging areas, without shelves for baskets, and those that accept card-only payments. At the peak times, such as the lunch times, The customers don't use the baskets and in they mostly don't require a self service checkout ...