ABSTRACT Retail is a constantly changing industry, in the era of continuous integration of traditional retail and new retail, the core of the retail industry has become people-oriented, so the four cores of traditional retail, Product, Price, Place, Promotion The "4Ps", in experience Connection, Choice, Convenience, Conversation, of the 4Cs, became the current Experience, Exchange, Everyplace, Evangelism "4Es". Shoppers the world over, armed with smartphones, tablets and virtually "unrestrained" access to the Internet from the comfort of their homes, at work, in stores or on the move, now have the upper hand over retailers and demand shopping experiences anywhere, anytime, and through any sales channel. The rising sales and penetration of smartphones and tablets worldwide enables customers to stay connected to the Internet even outside of their homes or workplaces. According to a report published by Bain (2012, p.3), "mobile digital devices and social networks are revolutionizing how consumers shop and what they expect, and how retailers operate". Other contributing factors are the increasing number of global population and purchasing power of people, especially middle-class people, living both in developed and developing countries. Nowadays, consumers enjoy, and perhaps are even inundated, by a wide selection of services, products, brands, shopping choices and shopping channels in the form of legacy bricks-and-mortar stores, flagship stores, department stores, catalogue shopping, TV shopping, on-line shopping, mobile shopping and other online shopping electronic systems (PwC, 2012). Many traditional retail stores have lost their unique advantages，purchase， because they cannot adapt to the new changes so many retail stores are closed. We can imagine the scenario of shopping, which may not only be for the purchase behavior, but also for the customers' needs and wants, such as social needs, which can be satisfied by the store as a public service space. Once shopping was a great choice for daily leisure with friends, so how will the new retail stores change to explore the needs of consumers. As a basic need of people, health has been paid more and more attention in the urban scenario, sport and fitness have become an important part of people's attention. This thesis mainly studies the possibility of future retail spaces in sport and health field by discussing the transformation of consumer behavior under the influence of modern technology and the applications of technology in retail. The types of sports and health discussed in this thesis are not highly specialized, but mass sports for all types of consumers.:
La vendita al dettaglio è un settore in continua evoluzione, nell'era della continua integrazione della vendita al dettaglio tradizionale e di quella nuova, il nucleo del settore è diventato orientato verso le persone, quindi i quattro pilastri della vendita al dettaglio tradizionale, Prodotto, Prezzo, Luogo (in inglese Place), Promozione i "4P ", nell'esperienza Connessione, Scelta (Choice), Convenienza, Conversazione, dei 4C, sono diventati l'attuale Esperienza, Scambio (Exchange), Ovunque(Everyplace), Evangelismo" 4Es ". Gli acquirenti di tutto il mondo, armati di smartphone, tablet e accesso virtualmente "illimitato" a Internet comodamente da casa, al lavoro, nei negozi o in viaggio, ora hanno il sopravvento sui rivenditori e richiedono esperienze di shopping ovunque e in qualsiasi momento e attraverso qualsiasi canale di vendita. L'aumento delle vendite e la penetrazione di smartphone e tablet in tutto il mondo consentono ai clienti di rimanere connessi a Internet anche al di fuori delle loro case o dei loro luoghi di lavoro. Secondo un rapporto pubblicato da Bain (2012, p.3), "i dispositivi mobili digitali e i social network stanno rivoluzionando il modo in cui i consumatori acquistano, cosa si aspettano e come operano i rivenditori". Altri fattori che contribuiscono sono la crescita della popolazione globale e il potere d'acquisto delle persone, in particolare della classe media, che vivono sia nei paesi sviluppati che in quelli in via di sviluppo. Al giorno d'oggi, i consumatori godono, e forse sono persino inondati, da una vasta gamma di servizi, prodotti, marchi, scelte di acquisto e canali di acquisto sotto forma di negozi tradizionali, nuovi e sofisticati flagship store, grandi magazzini, shopping a catalogo, shopping in TV , shopping online, shopping mobile e altri sistemi elettronici di shopping online (PwC, 2012). Molti negozi al dettaglio tradizionali hanno perso i loro vantaggi unici, acquisto, perché non possono adattarsi ai nuovi cambiamenti, quindi molti negozi al dettaglio hanno chiuso. Possiamo immaginare lo scenario dello shopping, che potrebbe non essere solo per il comportamento di acquisto, ma anche per le esigenze e le esigenze dei clienti, come le esigenze sociali, che possono essere soddisfatte dal negozio come spazio di servizio pubblico. Una volta lo shopping era considerato un'ottima scelta per il tempo libero quotidiano con gli amici, quindi come cambieranno i nuovi negozi al dettaglio per esplorare le esigenze dei consumatori. Essendo un bisogno fondamentale delle persone, la salute ha ricevuto sempre più attenzione nello scenario urbano, lo sport e il fitness sono diventati una parte importante dell'attenzione delle persone. Questa tesi studia principalmente la possibilità di futuri spazi commerciali nel campo dello sport e della salute discutendo la trasformazione del comportamento del consumatore sotto l'influenza della tecnologia moderna e le applicazioni della tecnologia nel commercio al dettaglio. I tipi di sport e salute discussi in questa tesi non sono altamente specializzati, ma sport di massa per tutti i tipi di consumatori.
Retailtainment, digitalization, and sportization. How sports and health retail can be changed by digital apps
MA, YUEMEI
2018/2019
Abstract
ABSTRACT Retail is a constantly changing industry, in the era of continuous integration of traditional retail and new retail, the core of the retail industry has become people-oriented, so the four cores of traditional retail, Product, Price, Place, Promotion The "4Ps", in experience Connection, Choice, Convenience, Conversation, of the 4Cs, became the current Experience, Exchange, Everyplace, Evangelism "4Es". Shoppers the world over, armed with smartphones, tablets and virtually "unrestrained" access to the Internet from the comfort of their homes, at work, in stores or on the move, now have the upper hand over retailers and demand shopping experiences anywhere, anytime, and through any sales channel. The rising sales and penetration of smartphones and tablets worldwide enables customers to stay connected to the Internet even outside of their homes or workplaces. According to a report published by Bain (2012, p.3), "mobile digital devices and social networks are revolutionizing how consumers shop and what they expect, and how retailers operate". Other contributing factors are the increasing number of global population and purchasing power of people, especially middle-class people, living both in developed and developing countries. Nowadays, consumers enjoy, and perhaps are even inundated, by a wide selection of services, products, brands, shopping choices and shopping channels in the form of legacy bricks-and-mortar stores, flagship stores, department stores, catalogue shopping, TV shopping, on-line shopping, mobile shopping and other online shopping electronic systems (PwC, 2012). Many traditional retail stores have lost their unique advantages，purchase， because they cannot adapt to the new changes so many retail stores are closed. We can imagine the scenario of shopping, which may not only be for the purchase behavior, but also for the customers' needs and wants, such as social needs, which can be satisfied by the store as a public service space. Once shopping was a great choice for daily leisure with friends, so how will the new retail stores change to explore the needs of consumers. As a basic need of people, health has been paid more and more attention in the urban scenario, sport and fitness have become an important part of people's attention. This thesis mainly studies the possibility of future retail spaces in sport and health field by discussing the transformation of consumer behavior under the influence of modern technology and the applications of technology in retail. The types of sports and health discussed in this thesis are not highly specialized, but mass sports for all types of consumers.:| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/151992