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Essay / Research Paper Abstract
This 9 page paper looks at the way in which the shopping environment has changed and considers the differences between the online shopping environment and the traditional bricks and mortar shopping experience. The two concepts are considered in the context of a business seeking to increase sales to assess the potential of internet to increase sales. The paper is written with specific reference to Turkey. The bibliography cites 8 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEshopbrickin.doc
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Unformatted sample text from the term paper:
of commentators that with the shift to online retailing many retail businesses have potential to gain a higher level of consumer loyalty, especially if they have a strong brand name
(Danaher et al, 2003, p461). It has also been noted that online retailing is presenting a significant threat to traditional bricks and mortar stores (Reynolds, 2000, p417). The question that
needs to be considered is whether the move towards online sales can be positive for retailers, does it provide an opportunity to gain a higher level of customer loyalty and
is the internet a good medium for firms who want to increase their sales? The paper will aim to assess the differences in the consumer experience of shopping in the
traditional environment and the online environment to determine if there is a difference in the way loyalty is granted, and assess if the online experience makes it a suitable medium
for business to increase sales. The approach will consider the general environment with specific attention paid to Turkey. Over the last century
the retail environment has already undergone significant changes. In many towns and cities large retail parks and out of town supermarkets have become commonplace. This has increased convenience for the
consumer, but has also resulted in many smaller grocery and specialist retail shops closing. While some consumers may lament the passing of many of these smaller family run businesses, there
has been a large take up of the out of town supermarkets and department stores due to their convenience with the convenience being seen as more important than the nostalgia
associated with the smaller shops. The shift in retail patterns has not been uniform; the changes started earlier and have moved at a faster pace in some western countries (Kompil
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