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The Evolution Tornado Retail

The Evolution Tornado Retail
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Author(s): Bernd Hallier (EHI Retail Institute, Germany)
Copyright: 2011
Pages: 15
Source title: Advanced Technologies Management for Retailing: Frameworks and Cases
Source Author(s)/Editor(s): Eleonora Pantano (University of Calabria, Italy) and Harry Timmermans (Eindhoven University of Technology, The Netherlands)
DOI: 10.4018/978-1-60960-738-8.ch002


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No attention at all was paid to the evaluation of philosophies offered by the steady upgrade of retail-technologies. While the period 1970/80 was still the push period, when the consumer industry wanted to push the penetration of its products the outlet was the “point of sales” (POS); in the 90ies due to ECR the outlet was rediscovered as the “point of purchase” (POP) with the buying decision and shelf-optimization as a central point; in the last decade big players like WalMart, ALDI, REWE pushed their outlets to be the “point of differentiation” (POD) to gain a Unique Sales Position (USP) in the market. The next big “technological jump forward” will be the intertwining of Facebook, YouTube, and Twitter with new media of retailers. Consumers can gain much more impact onto the listing of products, onto services within a store. It might be the time when the outlets become a “point of consumers” (POC) again.

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