The predominant role played by large-scale retailers in consumer goods markets has led to substantial changes in the promotion and advertising flows of companies operating in this sector. Manufacturing companies are in fact investing an increasingly larger share of their resources in communication strategies managed by retailers by way of in-store communications, taking advantage of both traditional and digital media. As a result, besides being a place of purchase, the point of sale has become an environment where customer relationships are being built and developed over time. In this book chapter, we take a closer look at current in-store communications via cutting-edge digital media solutions designed to boost customer experience and brand loyalty. To gain a better understanding of these new forms of communication, we have also conducted a qualitative case study on “The Supermarket of the Future, " a new retail format recently launched by Coop Italia in Milan, using data from different sources, including internal and external document reviews and in-store observations. Overall, this study outlines an innovative customer relationship format consistent with an omni-channel approach and informative in-store communications integrating traditional and new digital media.

Riboldazzi, S., Capriello, A. (2021). Large-scale retailers, digital media and in-store communications. In M.A. Camilleri (a cura di), Strategic Corporate Communication in the Digital Age (pp. 145-160). Emerald Publishing Limited [10.1108/978-1-80071-264-520211009].

Large-scale retailers, digital media and in-store communications

Riboldazzi, S
;
2021

Abstract

The predominant role played by large-scale retailers in consumer goods markets has led to substantial changes in the promotion and advertising flows of companies operating in this sector. Manufacturing companies are in fact investing an increasingly larger share of their resources in communication strategies managed by retailers by way of in-store communications, taking advantage of both traditional and digital media. As a result, besides being a place of purchase, the point of sale has become an environment where customer relationships are being built and developed over time. In this book chapter, we take a closer look at current in-store communications via cutting-edge digital media solutions designed to boost customer experience and brand loyalty. To gain a better understanding of these new forms of communication, we have also conducted a qualitative case study on “The Supermarket of the Future, " a new retail format recently launched by Coop Italia in Milan, using data from different sources, including internal and external document reviews and in-store observations. Overall, this study outlines an innovative customer relationship format consistent with an omni-channel approach and informative in-store communications integrating traditional and new digital media.
Capitolo o saggio
customer experience; digital media; In-store communications; in-store technologies; information and communication technologies; retailers;
English
Strategic Corporate Communication in the Digital Age
Camilleri, MA
2021
978-1-80071-265-2
Emerald Publishing Limited
145
160
Riboldazzi, S., Capriello, A. (2021). Large-scale retailers, digital media and in-store communications. In M.A. Camilleri (a cura di), Strategic Corporate Communication in the Digital Age (pp. 145-160). Emerald Publishing Limited [10.1108/978-1-80071-264-520211009].
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/296206
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