Retailers Forum Magazine January 2022 EMAG

FORUM WORKSHOP
forumworkshop
Already some telecommunications networks
carry advertising and conduct sales for
specialty retailers in select categories.
These networks represent an entirely
new sales outlet for the spe-
✆
cialty retailer. The promised
“information superhighway” will
be as pervasive as today’s telephone network.
On-line services will enable specialty retailers
to serve the electronic neighborhood mentioned
earlier. Consumers will have electronic
access to stores in another city or another state.
This is already happening through Prodigy,
CompuServe, and America Online. A few specialty
retailers already use these services to sell
to customers and make the computer connection,
people will become increasingly reliant on
shopping by modem, checking the on-line service
for listings of the latest sales, & browsing the
catalogs of retailers connected to the service.
The computer can provide you with yet another
chance to differentiate your store from
its competitors. Many retail specialists now
employ field sales forces, calling on customer
accounts where they live or work. Equip them
with laptop computers and they can work as
effectively as if they were in the showroom.
Your representative can make a presentation at
the client’s site, and connect to the office to
place the order. Or he can check on the account’s
payment history and the status of the
last order. Large businesses already employ
computers in this way; in tomorrow’s competitive
retail market, the winners will be those
who also tap the full potential of mobile computing.
continued...
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