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.
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