The Impact of Technology on the Retail Marketing Essay

The Impact of Technology on the Retail Marketing - Essay Example Knowing these trends will allow retailers to incorporate necessary changes including technology development and incorporation in their business, increasing communication with customers for loyalty card development and other measures, and allow them to be proactive rather than reactivity (Javadi et al., 2012, 89). The trend that has had a major effect on the retail industry is technological development (Verhoef et al., 2009, 30). The implications for retail strategy are the needs to augment the technology in the retail environment include the incorporation of technology in the retail environment to suit the needs of the consumers and ensure sales are made within a short duration (Vel, 2010, 210). Technology development has increased interaction in-store environments through the realization by retailers that to maintain clients they had to ensure a lively, engaging, and interactive. Interaction in stores has been augmented using smartphones and tablets that aid in product demonstrations, payment, encouraging sharing in social media, and provision of extra information (Ellis-Chadwick, 2007, p.7). Payments are processed in any part of the store in major retail outlets using phones, smartphones, and tablets allowing for shortening of lines and augmenting client satisfaction. Interaction in stores has also been implemented using a large interactive display that engages the consumer, with the feedback being that the experience to the consumer is engaging, interactive and powerful. Interaction has also been augmented through allowing consumers to browse using the mobile devices in the stores to get further information and increase their involvement (Swinyard, 1997, 248).