Search results

Nowadays companies are constantly changing their retail settings and strategies to keep up with technological developments and consumer needs. Digital transformation enabled one’s shopping experience to be more efficient in terms of money, time, physical effort and other elements that determine the price a consumer has to pay. Channels of communication and distribution have evolved, increased in number and also became integrated. Mobile devices, mobile applications and location services help consumers in their shopping journey. These developments have led us to a new concept called omni-channel management. In theory, the omni-channel refers to a single and unified channel experience with multiple touchpoints, which include physical stores, online stores and direct marketing; mass communication channels (television, radio, print media, C2C, etc.), online channels (social media, search engines, comparison sites, e-mail, display etc.) and mobile channels (SMS, branded apps, etc.). Some examples of omni-channel practices are click-reserve, click-collect, tablets as in-store sales tools, in-store product order through mobile apps, etc.

In this chapter, the latest trends in marketing channels are discussed with enabling digital technologies and relevant success factors. Challenges and opportunities in implementing omni-channel strategies and several omni-channel initiatives from Turkey are reported.

A research was employed to present consumers’ preferences of touchpoints/channels for search, payment and delivery, and to find out the drivers that lead consumers to use more than one channel simultaneously and/or interchangeably in a buying process. The results will guide the readers to understand consumer behaviour in the new omni-channel world.

Generation Z is deemed to be digital native and has been attracting the attention of many companies when developing digital strategies to understand their consumption behaviour and their expectations in the workplace. Although research is progressing in relation to understanding Generation Z’s attributes, very little is known in the context of the United Arab Emirates (UAE) where a total of 1.4 million individuals who are part of this generation are located. This chapter aims to provide an overview of Generation Z in the UAE, their needs, characteristics, and preferences to enable companies to offer them targeted products and services and a suitable workplace which in turn will positively impact organisational performance. The findings suggest that Generation Z in the UAE has five main characteristics. They are (1) digital natives; (2) highly influenced by social influencers; (3) risk averse; (4) emotionally mature; and (5) highly involved in political debates. Accordingly, we outline directions for future research on Generation Z consumers and managerial implications for employers, retailers, and shopping malls operating in the UAE.

• Explain what a smart consumer is through Generation Z views

• Understanding the nature of decision-making process with the use of smart technologies

Explain what a smart consumer is through Generation Z views

Understanding the nature of decision-making process with the use of smart technologies

It is widely accepted that international trade and investment are complementary to each other at the macro level. Investment flows to areas where the market opportunities are the greatest, resulting in greater integration of the markets. However, once the decision to invest abroad is made by companies, where they locate, (i.e. which states/regions in the host country the company will choose to locate) is not very well appreciated. In order to gain greater understanding of the factors affecting such decisions, this study seeks to identify the factors that are important to Canadian companies for investing in the United States, given their choice of locations in the U.S. The managers’ views of further U.S.-Canadian economic integration are also investigated and verified.