Technology and Retail Industry

Communication between stores and opposite company facilities is no longer limited to two-party mobilize conversations, except can include conference calling and electronic mail sent across computer networks. The nation's largest retailers, Wal-Mart and Kmart, delectation major planet networks to enhance communications with their stores.

Many technological innovations have have it off together to make possible the rise of a favourite form of marketing communication: the infomercial. Infomercials argon part cheer and part direct marketing, and use network, local and cable television set channels to sell their wares. These programs rely not precisely on advances in audio-visual techniques, but overly in telecommunications (to allow process of phone orders), cable television and satellite networks. Infomercials are accurately classified as direct marketing, but have life-threatening implications and applications for retailers, as well.

Early retail technology involved the use of cash registers, which amounted to little more than adding machines with cash drawers attached. These archean machines gave retailers a way to monitor incoming and outgoing cash, but provided little additional teaching. Inventory was maintained through a system of stock cards, with a minimum order cadence and a grade quantity. Physical fund counts were performed o

The computer revolution changed the way that retailers do business. affordable hardware and specialized software packages make sophisticated information gathering and management techniques available to even the smallest retailer. Information collecting begins when the retailer makes decisions about which items to carry. The collection continues through the ordering process, receiving, stocking, change and marketing. Post-sales information is used to generate additional sales, and retailers are this instant able to maintain permanent (real-time) inventories. Used appropriately, the new technology can result in increase customer service, increased revenues and increased sales to an organization.

Slutsker, G. (March 2, 1992). The power of juicing. Forbes, pp. 82-83.

n a biannual basis, and often required closing down the operation plot of ground the count was performed. Customer demographic information collected was rarely performed at the retail level, and what information was collected was maintained manually.

perspicacious how much of an item is on hand affects not only purchasing decisions, but also indicates whether the store has a task with shrinkage, or whether it is paying excessive carrying costs. Inventory valuation also has severe tax ramifications that retailers seek to minimize. Integrated computer systems are able to track chronicle on a perpetual (real-time) basis. As items are sold, the point-of-sale system decrements the quantity on hand by the appropriate amount. The system processes the information and calculates reorder times and quantities. This process enables retailers to have an accurate record of how inventory is moving.

Schlossberg, H. (January 20, 1992c). Once fodder and filler, infomercials now attract mainstream advertisers. Marketing News, pp. 1, 6-7.

Susman, A. (January 1993). transmutation the channel. Direct Marketing, pp. 44-46, 70.

Warehouse systems can accurately track where inventory is located so that warehouse work
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