Monitoring customer visits and their conversion into purchases is essential to detect any sign of this at the earliest. Findings from this study of a leading Indian online retailer show that firms may enjoy gains from consumer demand on top of operational gains resulting from payment digitization.
Experiments show that adding extra search costs to find discounted items can improve gross margins and sales by increasing the number of items inspected and serving as a self-selecting price discrimination mechanism among customers.
Data mining of customer behaviour variables, demographic factors and transaction data were used by Chen et al to develop predictive tools for customer behaviour changes.
Small firms focus on offering unique products to specific target markets or local markets with better customer service.
Packaging can affect customer value perception.
Barlow et al recognised the need for developing virtual shopping experience of customers using technologies in online marketing. Zara is used as a real life example to demonstrate how retail marketing theories can be adapted to the context of fast fashion.