E-Retailing Practices in Mobile Marketing: The Case of Getir Application

E-Retailing Practices in Mobile Marketing: The Case of Getir Application

Ihsan Eken, Basak Gezmen
DOI: 10.4018/978-1-7998-0035-4.ch008
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Today, the Internet has become a frequently-used tool in trading information, products, and services. Together with the transformations in the Internet, new media, and mobile technologies, the retail sector is also developing its service area. With the development of mobile technologies, retail giants determine the expectations and needs of their consumers in a good and fast way with artificial intelligence applications. This situation transforms it into purchasing behavior with the reflection of customer preferences on products and increasing personalization. One of the key issues in the mobile retail sector is to make the purchasing behavior permanent by ensuring the satisfaction of consumers. In the study, Getir application, a mobile marketing application was analyzed with focus group research technique performed on university students selected in accordance with certain criteria. As a result of the research, the availability, awareness, and satisfaction status of the participants on Getir application were revealed.
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New Trend Mobile Marketing In The Globalizing World

New communication technologies and many new concepts, which meet societies and trying to make sense of them, emerge in the axis of social changes and transformations at a dizzying pace. Gambling underlines the rhetoric that societies can no longer be treated with old concepts and theories and it states that after the industry western societies have become post-modern and even post-history (Kumar, 1995). These concepts, which are used to express the new world order and are constantly renewed, constitute the center of the debate on globalization. Each society develops a technological infrastructure whose form belongs to them. The characteristic of information age related to computer and computer-oriented developments, microchip, which is the main element of information technologies, consists of almost all information. While the industrial society is shaped by the presence of steel and the products connected to it; it is the concept of information production that determines the development criterion of the information society. In this context, Bozkurt focuses on the determinism of the processing and distribution of the production of information and its distinctiveness from the industrial society. (Bozkurt, 1997) In the process of transition to an information society, the transformation is not only in the product services produced but also in the quality of human resources. The unqualified worker based on the arm power of the industrial society is now replaced by the information worker. Human resources are among the most important competitive instruments in terms of enterprises. The necessity of having knowledge about marketing philosophy, aims, and applications of enterprises has emerged. While industrial products are emerging as tangible assets at the center of industrial society, in information societies, the information itself, the concepts under the leadership of the creativity and the thought become important (Köseoğlu, 2006).

Key Terms in this Chapter

Getir: It is a mobile marketing application that delivers approximately one thousand products every hour of the week to consumers in an average of 10 minutes in Turkey. The basis of the Getir application is based on on-demand business model. Bringing the products that consumers want, especially through moto-courier, Getir becomes an example distinguished from the similar distributors in terms of their sensitivity in the training of moto-couriers.

E-retailing: Nowadays, with the concept of retailing what comes to our minds is the grocery stores, supermarkets, chain stores, shopping centers and so on. Together with the rapid development of the digital world, retailing carried on via Internet is also evolving and transforming. With the penetration of Internet usage, mobile applications spread among consumers have brought retailing to a different point. Today, thanks to electronic retailing, consumers can order and receive the products whenever and wherever they want.

Mobile Technology: Electronic equipment such as smartphone, mobile phones, tablets.

Focus Group: The focus group is defined as a carefully planned discussion in an environment where individuals can express their thoughts freely.

Mobile Marketing: It is all applications that enable the consumer to reach their consumers in an interactive way by means of the Internet via mobile devices such as smart phones and tablets. Thanks to mobile applications, consumers can meet their needs by introducing different experiences at the place and time they want. Organizations can interact with their consumers every minute with the modern marketing strategies provided by the new communication technologies.

Customer Satisfaction: It is revealing the level of satisfaction and dissatisfaction with the sales and services of consumers, institutions through interaction and feedback. With the positive increase in the satisfaction of the consumers, loyalty situation arises. The loyalty status of the consumer is also one of the criteria of success and continuity in your business.

Mobile Application: Mobile application is the name given to spellings with special codes and designs for mobile devices (smartphone and tablet).

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