Offer Personalization as an Aspect of Retailers' Innovation

Barbara Borusiak , Bartłomiej Pierański

Abstract

Personalization has become one of the most prominent development trends in marketing management. In the paper the essence, process as well as levels of personalization are presented. The authors also investigate the prerequisites for the personalization of retailers’ offers. The most important one are: customer expectations, direct access to data relating to the buying behaviour of customers and advanced technological possibilities for collecting and processing the information necessary for creating customer profiles. In attempt to systematize the areas and instruments of personalization in retailing the authors refer to the set of marketing instruments used in retailing. Thus the personalization of product assortment, personalization of communication, personalization of price and personalization of place (method) are described.
Author Barbara Borusiak (WZ / KHiM)
Barbara Borusiak,,
- Department of Trade and Marketing
, Bartłomiej Pierański (WZ / KHiM)
Bartłomiej Pierański,,
- Department of Trade and Marketing
Pages49-59
Publication size in sheets0.5
Book Borusiak Barbara, Lewicki Marcin (eds.): Innovation Management. Research Aspects, 2016, Bogucki Wydawnictwo Naukowe Naukowe, ISBN 978-83-7986-104-0, [978-83-7986-107-1], 138 p.
Keywords in Englishretailers’ innovation, offer personalization
URL http://innovationmanagement.ue.poznan.pl/wp-content/uploads/2016/07/Innovation_Management_Research_Aspects.pdf
Languageen angielski
Score (nominal)5
ScoreMinisterial score = 5.0, 11-12-2019, MonographChapterAuthor
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