Gartner Prognosen 2008: Wie Konsumenten und Technologie den Einzelhandel verändern werden

Das IT-Marktforschungs- und Beratungsunternehmen Gartner veröffentlicht Prognosen für den Einzelhandel. Damit werden Fragen beantwortet, wie der Einzelhandel zum Beispiel seine Prozesse auf das sich verändernde Kaufverhalten von Kunden und die technischen Entwicklungen anpassen sollte?

Auf zwei Prognosen wird im Text unten näher eingegangen:

Bis 2010 werden 20 Prozent der globalen Tier 1 Einzelhändler über eine Marketing-Präsenz in Online-Spielen und virtuellen Welten verfügen.

Bis 2012 wird sich die Zahl der Konsumenten, die Mobiltelefone zum Einkaufen nutzen durchschnittlich um mehr als 25 Prozent pro Jahr erhöhen.

Consumers are increasingly using technology to customise the shopping process to their specific needs.  Retailers must understand how consumers are interacting with their brands as this will have a substantial impact on how retail operations will evolve in the future.

Predicts 2008: By 2010, 20 percent of global Tier 1 retailers will have a marketing presence in online games and virtual worlds.

Virtual worlds are expanding rapidly.  To date, Second Life has nearly 11 million registered ‘residents’ who spend in excess of $1million every 24 hours buying property, items or experiences in-world.  Similarly, Gartner expects the popularity of online gaming to continue to expand.

These virtual worlds and video games are emerging as places where consumers can shop and retailers need to be ready to respond to this growing demand.  Gartner recommends that retailers:

Expand your definition of customer touchpoints to include virtual worlds and online games.

Develop trial criteria prior to launching a presence in virtual worlds and measure the results.

Monitor innovation in retail activity in virtual worlds and online games, particularly if you are targeting a younger demographic.

Target the right environment for your customer: In Asia/Pacific this might be in online games.  In North America, younger generations may be in social networks such as MySpace and The Sims2 while Generations X and Y may be in Second Life. In addition, it could be in retail with H&H collaboration with The Sims2 namely the Sims2 H&M Fashion Stuff.

Predicts 2008: Through 2012, the number of consumers using mobile phones to shop will increase at an average of more than 25 per cent per year. Gartner expects Asia and Europe will take the lead.

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