Essays on Changing Competitive Landscape in the US Retail Industry Article

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The paper "Changing Competitive Landscape in the US Retail Industry" is an outstanding example of a business article. Brynjolfsson, Hu and Rahman (2013) discuss the changing competitive landscape in the US retail industry. According to the authors, new web-based technology is presenting a new challenge to existing brick-and-mortar retailers. However, the new online marketing channel is also an opportunity for existing online retailers who can take advantage of the channel to increase their sales. The research's main strength is that it is supported by consumer surveys and interviews with customers. The article is a useful source of information on the competitive strategies that existing retail stores can adapt to remain competitive under the onslaught of online stores.

The article also highlights how retailers can react in a new environment where the consumer is empowered by the availability of product information which enables better-informed purchase decisions. The findings of the research present some of the challenges and opportunities that have arisen as a result of online retailing. One of the opportunities which the researchers discuss widely is the use of the location-based application on mobile devices.

The authors report that some stores are already using location-based applications to reach their customers. They give the example of Walgreens Store which uses the location-based application to offer its customers electronic catalogs. Other stores like RedLaser allow customers to locate specific products that are near them. Brynjolfsson, Hu and Rahman (2013) point out those online retailers have excelled in marketing to niche markets. Online retailers focusing on bringing products that are not available locally to consumers. The fact that online retailers are succeeding in niche marketing is supported by the view of Andersen, Fritt and Favre (1997).

According to Andersen, Fritt and Favre (1997), organizations have to segment markets into distinct groups with heterogeneous needs and market to them profitably. In response, Online retailers identify customer groups that need niche products and market to them. Brynjolfsson, Hu and Rahman (2013) identify segmentation of markets as the reason why online retailer and traditional retailers who have embraced niche markets very successful.


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