Offer Personalization as an Aspect of Retailers' Innovation
Barbara Borusiak , Bartłomiej Pierański
AbstractPersonalization 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.
|Publication size in sheets||0.5|
|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 English||retailers’ innovation, offer personalization|
|Score||= 5.0, 11-12-2019, MonographChapterAuthor|
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