A Vision of the Future? An Innovative Database Micromarketing System

Authors

S. Flowers, Department of Business Management, University of Brighton, UK

Document Type

Research Article

Abstract

The increase in the scale of retail grocery operations to the supermarkets of today has been at the expense of the detailed knowledge of local customer preferences that small retailers could possess. This article examines the features of a technological solution to this problem and describes how the Vision System, an interactive multimedia point-of-sale shopper loyalty and promotion system, is revolutionizing retail marketing in the United States. The implications of highly-targeted marketing at the individual household level, micromarketing, are examined and it is suggested that supermarkets using such systems would achieve a significant competitive advantage. It is also suggested that the widespread adoption of Vision-type systems would have a profound impact upon manufacturers and the marketing industry as a whole.

DOI

10.1177/026839629200700408

Recommended Citation

Flowers, S. (1992) "A Vision of the Future? An Innovative Database Micromarketing System," Journal of Information Technology: Vol. 7: Iss. 4, Article 8.
DOI: 10.1177/026839629200700408
Available at: https://aisel.aisnet.org/jit/vol7/iss4/8