The Effects of Mobile Technology on Retailing

Öz

The aim of this study is to make predictions about the future of retailing by analyzing the important factors affecting retailing.  In view of the fact that mobile technology alone would be insufficient to explain the change in retailing, the changes in consumers, organization, competition, logistics and marketing communication in relation to technology are emphasized. Of course, the study mainly deals with the effects of mobile technology. How mobile technology directly or indirectly affects retailing and, accordingly, how it causes structural transformation in retailers has been analyzed on the basis of literature and case studies based on developments in the sector. It has been determined that mobile technology affects the form and content of communication with the customer, the organization of retailing and the direction of competition in the sector. Considering the change in all these areas as a whole, it is predicted that there may be signs of changes that can be considered important for retailing.

Anahtar Kelimeler

• Digital Transformation,Mobile Technology,Mobile Marketing,Mobile Communication,Retailing

Mobil Teknolojinin Perakendecilik Üzerindeki Etkileri

Öz

Bu çalışmanın amacı, perakendeciliği etkileyen önemli faktörleri analiz ederek perakendeciliğin geleceği ile ilgili öngörülerde bulunmaktır. Tek başına mobil teknolojinin perakendecilikteki değişimi açıklamakta yetersiz kalacağı düşüncesiyle, teknolojiyle bağlantılı olarak tüketiciler,  organizasyon, rekabet, lojistik ve pazarlama iletişimindeki değişim üzerinde durulmuştur. Elbette çalışmada ağırlıklı olarak mobil teknolojinin etkileri ele alınmıştır. Mobil teknolojinin doğrudan ya da dolaylı olarak perakendeciliği nasıl etkilediği, buna bağlı olarak perakendecilerde nasıl bir yapısal dönüşüme neden olduğu konusu, literatüre dayalı olarak ve sektördeki gelişmelere bağlı olarak örnek olaylar üzerinden analiz edilmiştir. Mobil teknolojinin, müşteri ile iletişim biçimi ve içeriğini, perakendeciliğin organizasyonunu, sektörde yaşanacak rekabetin yönünü etkilediği tespit edilmiştir. Tüm bu alanlardaki değişimin bütün olarak ele alındığında perakendecilik için önemli sayılabilecek değişikliklerin işaretleri olabileceği öngörülmüştür.

Anahtar Kelimeler

• Dijital Dönüşüm,Mobil Teknoloji,Mobil Pazarlama,Mobil İletişim,Perakendecilik

Kaynakça

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