Concept explainers
Case summary:
Person X walks into a retail store with a lesser products on the display. Company H is a technology that allows the retailers to do that. For example the stores in City S has their own style of hanging clothes on the display. With the store app the customers can scan the code and obtain information about the product and can request the product for the fitting room. Once the wardrobe is available in the fitting room the customers can ask for the other sizes through the tablet on the wall or through the application on the mobile phone.
The customers can return the products through one chute and the other product is delivered through another chute with a click they can check for the product on the mobile device. The customers can share their views with other customers through various Social media like I, F, and T. The sales associates observes the choice of the customers and review them with the correct accessories. All these things are possible with SoLoMo Tool for retailers.
Characters in the case:
- Person X
- City S
- Company H
- Tool SoLoMo
- Social media I, F, and T
Introduction:
The marketing of the services and products by utilizing the digital channels to influence the customers is known as digital marketing. The major objective of digital marketing is to promote the products or services through the various forms of digital media.
To determine: Whether the manufacturers utilize the Tool SoLoMo. Find an example to help the manufacturers to utilize this type of targeting.
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Chapter 6 Solutions
Marketing: An Introduction Plus MyMarketingLab with Pearson eText -- Access Card Package (13th Edition)
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