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Anali Ekonomskog fakulteta u Subotici
2017, iss. 37, pp. 241-253
article language: English
document type: Review Paper
published on: 05/10/2018
Creative Commons License 4.0
Role of electronic retailing in development of new retail marketing channels
University of Novi Sad, Faculty of Economy, Subotica

e-mail: sonjalekovic@ef.uns.ac.rs

Abstract

Retailing is changing rapidly in modern conditions. The evolution of retail marketing channels with the advent of the Internet goes from orientation towards the product and the existing forms of competition, at the local level, to the emergence of new participants that occur only in an electronic environment. New multichannel competition, the application of electronic marketing channels as addition to the traditional retail business, and expanding orientation to consumers through various marketing channels combines the shopping experience of consumers, who migrate through the channels in the process of deciding on a purchase (omni-channel marketing). The development of electronic retailing depends to a great extent on the willingness of potential consumers to shop on the Internet and electronic retailing infrastructure, which must be consistent and thus contribute to the development of electronic retailing. The impact of electronic retailing on the growth of retail sales in the United States shows growth, with a slowing in pace of growth each year. There are various participants who sell products directly to consumers in electronic retailing, as a form of retail without fixed location. Electronic retailing becomes a necessary part of retailers' business, and potential way of gaining competitive advantage. The subject of numerous studies is the role of a retail store in the era of electronic retailing, and it is expected that future concerns of research will be developing role that electronic retailing has in retailers' marketing channels.

Keywords