Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 12

Describe new developments in retailing. Three major trends are evident in retailing today. First, adding interactivity to the retail environment is one of the most popular strategies in retailing in recent years. Small retailers as well as national chains are using interactivity to involve customers and set themselves apart from the competition. Second, m-commerce (mobile e-commerce) is gaining in popularity. M-commerce enables consumers to purchase goods and services using wireless mobile devices, such as mobile telephones, pagers, PDAs, and handheld computers. Pop-up shops give companies flexible locations without the expense of a long-term lease.
7.1 Make a list of stores that actively incorporate some kind of interactivity or entertainment into their retailing strategy. Now, make a list of stores that do not, such as office supply stores. Compare your two lists. Select a company from your second list and draft a strategy to help it become more interactive.
7.2 What kind of retailers or brands do you think would most benefit from a pop-up shop? Why?