Technology and Relationships in

Retailing
 Retailing
• Retailing involves the sale of merchandise from a
fixed location, such as store, for direct consumption
by the customer.
• It can be defined as an activity that ensures that
customers derive maximum value from the buying
process.
• In the process they provide the accessibility of
location and convenience of timing, size, information
and lifestyle support.
• Without retailing the chance of purchasing a product
by a consumer becomes very difficult.
 Technology in Retailing
• Now-a-days customers want value in terms of not
only price, ambience and appearance, quality and
information but also selection, convenience, service
and entertainment.
• Technology helps retailers to deliver better value and
satisfaction to customers.
• It also helps retailers to identify consumers at point
of purchase.
• The use of technology enhances the shopping
experiences by providing convenience, better
service, speed, and value to the customer.
 Types of Technology used in Retailing

• Two types of technology is used in retailing.

In store technologies
Online technologies
These are used for information, display and
identification, checkouts, point of sale signage,
and hand-held shopping assistance and body
scanning, especially for physical stores.
 In-store Technologies
• In store technologies are of different types.
Interactive kiosks
Virtual display cases
Radio frequency identification tags
Electronic point of sale signage
Hand-held shopping assistant
Body scanning
Self scanning and self checkout system
 Online Technologies
• Retailers use electronic medium to provide
information about their store and the
available merchandise.
• They use the technology to design websites
that can provide information, act as virtual
showrooms, and enable customers to shop
online.
• These online sites differ in two ways
In which products are displayed on the screen
in a two or three dimensional format.
Whether the site allows consumers to actually
purchase products online or just retrieve the
information about the store, product and
promotional offers.