and Mobile Commerce Technologyprice available for a product. Using the Web and mobile technology
consumers can look up information about alternative products and prices from a variety of local and online retailers using a mobile device. Retailers need clear strategies to respond to the empow-ered consumer by price matching or finding ways to offer greater value.Nonlinear Search and Influence Patterns The path by which consumers pursue pur-chases today is often varied and unpredictable. In simpler times
consumers were largely influenced by mass media advertising that drove them to brick-and-mortar stores for pur-chase. While things were perhaps never quite that simple
consumers today are influenced by a range of new communications channels including social media
mobile ads
e-mail
search marketing
and other digital communications.Channel Hopping Just as consumers are influenced by a greater number of communica-tions channels
their options for purchasing products have increased. Consumers can now purchase products through traditional retailers
online
and via mobile devices and apps. Some experts are beginning to view social media as a potential retail channel called social commerce. For instance
Dell sells millions of dollars of refurbished computer equipment each year through its @delloutlet Twitter account. The manner in which consumers use each channel varies. Some consumers will use a brick-and-mortar store to gather informa-tion about a product but purchase it online. Others will do their research online but prefer to purchase the product through a traditional retailer. Some may plan to purchase the product at a store
but if they find that the product they want is not available
they will buy it from their mobile device while in the store. The many combinations of shopping chan-nel
communications channel
and stage of the shopping process are enormous and make strategic planning a challenge. Modern retailers will increasingly rely on data analytics to distinguish patterns or trends in consumer shopping behavior across channels to identify the best ways to satisfy customer needs.Digital Immigrants
Natives
and Dependents Retailers have long been aware of the dif-ference between digital immigrants and digital natives. Digital natives are the first genera-tion to have grown up surrounded by digital devices (i.e.
computers
smartphones
digital cameras
video recorders
etc.) and Internet connectivity. They are comfortable using tech-nology to move easily between various retail channels to optimize their purchasing on price
convenience
and desire for instant gratification. Digital immigrants
however
are older
and although they are increasingly comfortable with technology
they fundamentally view retail channels as separate and distinct. They are much less likely than natives to incorporate mobile technology into their shopping behavior. Digital dependents represent the emerg-ing generation of young people who are growing up in a world of broadband connections
constant connectivity
and related technology and become uncomfortable if they do not have access to it. This generation will place even greater demands on retailers
expecting to use technology to accomplish all facets of the shopping experience. Brick-and-mortar retail-ers will continue to play an important role in the lives of this generation
but they will expect in-store shopping to be fully integrated with the technology they have come to depend on.Need for Convenience As economic and social factors lead to more stressful lives
con-sumers will be looking for products and shopping channels that reduce the impact on their time and financial resources
while satisfying their demand for immediate gratification and desirable goods and services.The Omni-Channel Retailing ConceptAs the retailing world began to evolve as a result of digital technology and the Internet
new chan-nels emerged that were initially thought to be separate and distinct. Most retailers and a fairly large segment of the consumer market still view online shopping (e-commerce) and mobile commerce (m-commerce) channels as competing with traditional brick-and-mortar stores.As you read in the opening case
Target feels threatened by customers who showroom its stores using mobile devices. However
as businesses learn about the full potential of mobile and other digital technologies
the distinction between the newer channels and in-store retailing is
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