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网络的兴起，电子商务给传统零售业带来了巨大的冲击，以及互联网和移动网络的进一步普及，信息技术的不断发展，虚拟现实技术、电子支付技术在当今零售业的发展带来了更多的变化，世界零售业的未来发展将呈现以下趋势。它主要包括，越来越多的零售企业采取全渠道销售模式，线上线下销售渠道更紧密地联系在一起。然后，随着物流成本、劳动力成本的不断增加，它给零售业带来了巨大的挑战，越来越多的零售企业依靠大数据、人工智能、移动支付、物流服务等提供创新解决方案来解决这些问题。最后，在商品和消费水平的提高，消费者选择的增多，消费者对商品的需求也越来越个性化，这给企业营销带来的挑战，零售企业依托移动互联网、大数据、云计算和其他数字工具来找到消费者的需求和发展趋势，从而培养一大批忠诚的顾客，提高企业竞争力。
1.0 Introduction 简介
The rise of network, e-commerce has brought a huge impact to the traditional retail industry, and the further popularization of the Internet and mobile networks, as well as the continuous development of information technology, VR technology, electronic payment technology brings further changes to the development of today's retail industry, the future development of the world's retail industry will show some of the following trends (Pantano, Priporas, Sorace and Iazzolino, 2017). It mainly includes first of all, more and more retail enterprises take full-channel sales model, online and offline sales channels are linked more closely. Then, with the continuously increasing logistics costs, labor costs, it has brought great challenges to the retail industry, more and more retail enterprises rely on large data, artificial intelligence, mobile payment, logistics services to provide innovation solutions to solve these problems. Finally, with the increase in consumer choice of goods and the improvement of consumer standards, consumer demand for goods is more and more personalized, which brings challenges to corporate marketing, retail enterprises rely on mobile Internet, large data, cloud computing and other digital tools to find consumer demand and trends, which can cultivate a large number of loyal customers to improve the competitiveness of enterprises.
Considering from the development trend of the retail industry, factors affecting the evolution of the retail industry in future main include the following points, first is the development and application of science and technology, whether retail-related technology can continue to develop, whether retail enterprises are able to make a rational use of these technologies in enterprise management and marketing. Second, the importance of consumers for retail enterprises is growing, whether retail enterprises can explore the potential needs of consumers, whether retail enterprises can to the greatest extent to meet the individual needs of consumers to improve their consumption experience is related to the success or failure of retail enterprises (Rashid, Ahmad and Othman, 2014). The last factor is whether companies have excellent strategic decision-making capabilities to help them to make the right decisions, including responding to changing and uncertain external environments, increasing consumer loyalty in the fierce market competition, and rational use of science and technology to constantly improve their own competitiveness and so on.
From the perspective of factors affecting the trends and evolution of retail trade, retailers' stakeholders are no longer just the business themselves and shareholders, there are also consumers, suppliers, third-party partners, logistics providers, HR, contractors involved. Only to attach importance to and meet consumer demand, can it bring sustained profitability to enterprises. Retail companies need to work closely with suppliers, logistics providers, contractors, and third-party partners to provide better services and products to consumers, as well as to reduce business costs to improve efficiency (Rezaei, Fahim and Tavasszy, 2014). HR can help enterprises to improve their competitiveness, laws provide good external competition conditions for retail enterprises, which can not be ignored by retailers.
In summary, in the evolution process of retail business, the strategic decision-making, as well as management methods and means of retail enterprises will change a lot, and consumers play an important role in this change, thus it is needed for enterprises engaged in retail business management and consulting work to pay a special attention (Artun and Levin 2015). This essay takes Arthurs as a research object to explore how they better meet and explore consumer demand in the process of its future development to help the enterprise to improve profitability to achieve sustainable development.
2.0 Literature review 文献综述
2.1 Trends of retail trade
The development of the Internet and information technology has enabled the speed and scale of collection and dissemination of data to an unprecedented level, achieving global information and data sharing and interaction (Krishna and Ravi, 2016). The huge amounts of data are presented in front of enterprises and individuals, having an accurate access to the most needed information from the vast ocean of information become one of the key factors for enterprises to improve competitiveness in the data explosion era.
After the 21st century, computer performance has improved to a large extent. In the future, the development of computer will be characterized by high performance, networking, popularization, intelligence and humanization, functional integration and so on (Chaffey and Ellis-Chadwick, 2012). Enterprises use computers to collect, analyze data, which has become the work that the majority of enterprises must pay attention to.
The current market competition is becoming more and more intense. On the one hand, companies have to expand the opportunity to contact with consumers by taking full channel sales to carry out cross-channel and real-time marketing. On the other hand, companies pay more attention to consumer opinions and needs than ever before, and adjust their products and services according to their needs.
2.2 Challenges that retail trade faces
Although there is a lot of data provided to enterprises, how to quickly collect and analyze the relevant data to understand what customers really need and prefer, and according to the results of the analysis to find out customers’ consumption potential as much as possible is a big challenge for enterprises.
There are a large amount of options for customers, resulting in low customer loyalty, for enterprises, how to maintain long-term cooperation with customers, how to improve customer loyalty to achieve a win-win result of customers and enterprises is a major challenge.
Enterprises need to find their target customers from a large number of customers and based on the analysis results to provide personalized services for target customers to meet their needs, which is a big challenge for enterprises.
2.3 Customer relationship management
Customer relationship management (CRM) is a management mode take using information science and technology to optimize corporate marketing, sales, service and other activities, so that enterprises can more effectively provide customers with satisfactory and thoughtful service to improve customer satisfaction, loyalty for the purpose (Verhoef et al., 2010). CRM is not only a management philosophy, but also a software technology. Customer-centric management philosophy is the foundation of CRM implementation
2.3.1 Customer value journey
Customer value journey mainly refers to a customer’s experience, subjective response and feelings in the process of using products or services (Anderl, Schumann and Kunz, 2016). Customer relationship management system can help to collect and evaluate all existing knowledge and data about customers to understand what customers want at this stage, to analyze the advantages and disadvantages of products in all aspects, and according to the results of the analysis to optimize products and services processes.
2.3.2 Customer personas
Enterprises can collect and process data through CRM to create virtual customer personas, successful personas are beneficial in testing various marketing concepts, products or activities (Minami and Dawson, 2008). A persona refers to certain kind of mental model, it is an imaginary person who has a way of doing things, and it is given with a name, history, and story, allowing corporate marketing staff to analyze the advantages and disadvantages of their products and services from the perspective of persona.
Chart 1 Investigation of demographic information
It shows some spending habits of consumers of different age groups and different genders, according to these numbers, it can create virtual personas. For example, 40-50 year-old middle-aged man is the most group who are willing to buy technology products and male clothing, but the average cost of the group for male clothing consumption is low, while the consumption of technology products is high. 30-40 year-old women is the consumer group who are most willing to buy women's clothing and children's clothing, and their average consumption is high.
2.3.3 Market positioning
Data analysis and management in customer management can help market staff to analyze the existing customer groups, according to the frequency of customer consumption, value and other data to identify the industry, occupation, age and area of a main customer cluster, and help companies to understand the needs and preferences of this cluster, so that enterprises can focus their own resources to provide better services and create greater value for target customers. |
