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Digital Category Management: How Technology Can Enable the Supplier-Retailer Relationship

Digital Category Management: How Technology Can Enable the Supplier-Retailer Relationship
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Author(s): Valentina Chkoniya (University of Aveiro, Portugal) and Armando Mateus (TouchPoint Consulting, Portugal)
Copyright: 2019
Pages: 25
Source title: Smart Marketing With the Internet of Things
Source Author(s)/Editor(s): Dora Simões (University of Aveiro, Portugal), Belem Barbosa (University of Aveiro, Portugal) and Sandra Filipe (University of Aveiro, Portugal)
DOI: 10.4018/978-1-5225-5763-0.ch008

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Abstract

The internet of things (IoT) is transforming the way consumers shop at stores, how shoppers collect information, and how they take purchasing decisions. The way manufacturers and retailers respond to the digital enabled shopper is key to ensure positive implications for revenues and profits, ensuring that the collaborative relationship focus on providing shoppers with a better customer experience. Category management is at the center of the manufacturer-retailer relationship, urging for a transformational turmoil that enables a prompt response to the digital enabled shopper. This chapter discusses the implications of the new digital empowered shopper for the traditional category management demand-side aspects underlying the need to enhance business results by focusing on higher collaboration and automation.

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