Вестник Российского экономического университета имени Г. В. Плеханова (Apr 2019)
Models of on-line retail clients’ behavior in conditions of digital transformation
Abstract
The article shows 7 models of on-line retail clients’ behavior in conditions of digital transformation. The 1st model ‘Individual positioning’ offers a choice of goods in accordance with their individual preferences changing with regard to digital transformation. The 2nd model ‘Imitation’ implies unconditional following the current market trends. The model ‘The use of digital content’ means supply of high-quality digital content, which can meet users’ needs. The 4th model ‘Cooperation with other clients and the company through open platforms’ allows clients to achieve the set goals, to inform each other about goods, jobs, services, their advantages and disadvantages. The involvement of clients into the process of product development at the initial stage forms the 5th model – ‘Client’s involvement’. The 6th model implies interaction with the customer in order to reach a single opinion concerning this or that product. The model ‘Operative access and use’ means a certain behavior of the customer, which shows a wish to get this or that product, service or job rather quickly. The author put forward strategies of developing online retail, which correspond to adequate models of clients’ behavior.The article shows 7 models of on-line retail clients’ behavior in conditions of digital transformation. The 1st model ‘Individual positioning’ offers a choice of goods in accordance with their individual preferences changing with regard to digital transformation. The 2nd model ‘Imitation’ implies unconditional following the current market trends. The model ‘The use of digital content’ means supply of high-quality digital content, which can meet users’ needs. The 4th model ‘Cooperation with other clients and the company through open platforms’ allows clients to achieve the set goals, to inform each other about goods, jobs, services, their advantages and disadvantages. The involvement of clients into the process of product development at the initial stage forms the 5th model – ‘Client’s involvement’. The 6th model implies interaction with the customer in order to reach a single opinion concerning this or that product. The model ‘Operative access and use’ means a certain behavior of the customer, which shows a wish to get this or that product, service or job rather quickly. The author put forward strategies of developing online retail, which correspond to adequate models of clients’ behavior.
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