Please use this identifier to cite or link to this item: http://hdl.handle.net/1946/18672
The purpose of this research is to improve the consumer-retailer dynamic in the Icelandic grocery industry. An in-depth survey and interview process allowed for the merging of negatively perceived grocer attributes with new in-store marketing initiatives. This process was conducted through an examination of current consumer-retailer relationships and their positive, negative, and occasionally absent characteristics. After analyzing these attributes combined with consumers’ perception of fourteen in-store innovations, this study was aptly able to determine which technologies are best equipped to enhance consumer relationships and customer loyalty. This study has determined that Icelandic grocers must prioritize consumer needs and demands through viable mobile-communication channels and expanded convenience-based features such as self-checkout terminals and buy online-pickup in-store options.
Keywords: Consumer relationships, relationship marketing, digital retail
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