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Viewing report
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Managing Supermarket Customer Offers in a Wireless World. Edition No. 1
VDM Publishing House, Feb 2009, Pages: 144
Supermarkets offer a very similar variety of products
at similar prices
and quality. Thus the companies have to search for
other ways to differ from their competitors. This can
be achieved by offering a unique type
of service to gain customer loyalty and at the same
time using methods
to maintain customer loyalty.This dissertation
investigated
ways of creating customised offers that fit to the
customer’s needs but
also allow the supermarket to advertise products that
are interesting for
retail reasons. These offers have been based on
customer purchasing
patterns which were found by analysing data that had
been generated
by the use of loyalty card schemes. Furthermore, it
was investigated to
what extent mobile devices such as Personal Digital
Assistants or smart
phones can be used to inform customers of offers over
a wireless
connection as they enter the store. Such offers would
be based on
previous purchasing patterns and special promotions.
To avoid the necessity of installing new software an
interface was deployed as a client process that is
transmitted
dynamically to the mobile device. This concept
provides a new way of
advertising especially in the retail market.
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