RMG 910 Lecture Notes - Lecture 1: Shoe Size, Kodak, Tim Hortons

• School: Ryerson University
• Department: Retail Management
• Course: RMG 910
• Professor: Mark Lee

Document Summary

Lec 1 (sept 14: multi channel retailing, not allowed laptops, textbook not required. He expected sharknado to be 3/10 but turned out to be 5/10. 65% of consumers want to receive retail advice based on their location through their mobile device. 49% of consumers are comfortable with retailers collecting personal data when shopping online. 34% of consumers use multiple channels when shopping: multi channel halo effect, the more channels you offer to your customers to shop your retailers, the more they spend, halo effect is due to: Empowered consumers: consumer is in control. Consumer confidence: more reviews/opinions to compare. Can happen anywhere, not just maslow"s hierarchy. However is demographic specific for younger/older ppl: collect. In terms of availability/response time: segmentation, psychographic, behavioural > demographic, geographic (mcr prefers psychographic/behavioural) If i know you"re an outdoorsy person, i might have an idea of what you need: psychographic. How often they go, where they go to purchase: demographic.