chapter 8 tambor.1.pptx

8/19/2019 chapter 8 tambor.1.pptx

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Retailers nee's these kin's of informa

4From the s)//lier5 a'&ance notice of ne, mo'els an' mo'el changes* trainmaterials for com/le2 /ro')cts* sales forecast* )sti9cation for /rice hikes* a

6 From the cons)mer3 ,h- /eo/le sho/ ,ith the retailer* ,hat the- like an' a(o)t the retailer* ,here else /eo/le sho/ 1 ect1


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Cons)mer nee's these kin's of information

4 From the s)//lier5 assem(l- an' o/erating instr)ctions*e2tent of ,arrant- co&erage* ,here to sen' a com/liant*

on1

6 From the retailer5 ,here s/eci9c merchan'ise is stocke'store * the metho's of /a-ment acce/te'* the rain check

,hen a sale item is o)t of stock1


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RETAIER" CAN A""I"T OTHERCHANNE MEM#ER" #:3

Allo,ing 'ata to (e gathere' on their /remises1 Man- research 9rms likcon')ct s)r&e-s at sho//ing centers (eca)se of the large an' (roa' (asho//ers1

Gathering s/eci9c 'ata re7)este' (- s)//lies* s)ch as ho, react to 'is

Passing along information on the attri()tes of cons)mers ()-ing /artic(ran's an' mo'els1 "ince cre'it transactions acco)nt for a maor /ortioman- retailers link /)rchases ,ith cons)mer age* income* occ)/ation* factors


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• Retailer are often tem/te' to rel- on nons-stematic or incom/lete ,a-sinformation ')e to time an' cost* as ,ell as a lack of research skills1 The(e 'e&astating1

• Here are e2am/le0

• 41 )sing int)ition ; a mo&ie theater charges


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THE RETAI INFORM"

• A retail information s-stem re7)ires a lot of (ackgro)n' informat,hich makes the "econ'ar-Data1com

• Data gathering an anal-sis sho)l' not (e regar'e' as a one5shotresol)tion of a single iss)e1

• The- sho)l' (e /art of an ongoing* integrate' /rocess1

• A retail information s-stem BRI" antici/ates the information neeretail manager0 collects* organies an' stores rele&ant 'ata on acontin)o)s (asis3

• An' 'irects the +o, of information to the /ro/er makers1


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Data5(ase management

5a retailers gathers* integrates* a//lies* an' stores informationto s/eci9c s)(ect areas1

DATA5#A"E MANAGEMENT "HO$D #E APPROACHED A" A "ER

4 Plan the /artic)lar 'ata (ase an' its com/onents* an' 'etermininformation nee's1

6 Ac7)ire the necessar- information1

> Retain the information in )sa(le an' accessi(le format1

$/'ate the 'ata (ase reg)larl- to re+ect changing 'emogra/hrecent /)rchases* an' so forth1

Anal-e the 'ata (ase to 'etermine com/an- strengths an' ,e


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TO EFFECTI@E: MANAGE A RETAI DATA#A"E* THE"E ARE @ITA CON"IDERATION0

Is senior management kno,le'gea(le in 'ata5(ase strategies an' 'oho, com/an- 'ata (ases are c)rrentl- (eing )se'

Is there a /erson or 'e/artment res/onsi(le for o&erseeing the 'ata

Does the 9rm ha&e 'ata (ase ac7)isition an' retention goals

Is e&er- 'ata (ase initiati&e anal-e' to see if it is s)ccessf)l

Is there a mechanism to +ag 'ata that in'icates /otentials /ro(lems o//ort)nities

Are c)stomer /)rchases of 'i%erent /ro')cts or com/an- 'i&ision cr

Is there a clear /ri&ac- /olic- that is comm)nicate' to those in a 'at

Is the 'ata (ase )/'ate' each time there is c)stomer interaction1


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• Are c)stomers* /ersonnel* s)//liers* an' others in&ite' to )/

/ersonal 'ata1

• Is the 'ata (ase /erio'icall- checke' to eliminate re')n'ant


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A DATA !AREHO$"E HA" THEFOO!ING COMPONENT"

41 The 'ata ,areho)se* ,here 'ata are /h-sicall- store'*

61 "oft,are to co/- original 'ata (ases an' transfers them to t,areho)se

>1 Interacti&e soft,are to /rocess in7)iries*

1 A 'irector- for the categories of information ke/t in the ,are

DATA MINING- is the 'e/th anal-sis of information to gain s/einsights a(o)t c)stomers* /ro')ct categories* &en'ors an' so fo

Micromarketing5 ,here(- the retailer )ses 'i%entiate' market'e&elo/s foc)se' retail strateg- mi2es1


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chapter 8 tambor.1.pptx

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