During the last years, declining revenues in stationary retail can be observed. Strong price sensitivity of customers is reinforced by various technical progress driven opportunities of digital price comparison and participation of consumers in virtual networks. Whilst influence of digital media increasingly gains more importance for decision-making behavior, particularly social media therewith becomes a key aspect of success in retail sector. A major challenge for retailers in the near future is how to use already existing social networks of shoppers. Due to the economical importance and its market relevance, this article focuses on the Point of Sale (POS) in stationary retail with regard to consumer-packaged goods (CPG). This article provides a theoretical framework, considering relevant factors for brand choice behavior, particularly the concepts of trust, commitment and price. Moreover, it explores how shopper involvement and customer recommendations can positively influence share of customer and increase share of wallet in retail sector. With regard to influences of social media on buying habits of customers, the authors of this article find that traditionally relevant purchase decision-making mechanisms remain, but change in their meaning.
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