转型中零售业的营销走向

Adweek Magazines Special Report： Retail

零售连锁店不再是只管购物那么简单了。如今．他们也忙于教育和娱乐消费者．并且随着店家通过互联网、信息服务亭（它相当于一台接入了局域网或互联网的小型电脑）和其他技术手段．以全新的方式同顾客发生联系．他们能够对营销活动的效果进行评估．了解哪些营销活动发挥了作用．哪些是无用功——以仔细评估大手笔电视媒体投放的效果。

Retail chains aren＇t just about shopping anymore. Today, they＇re also about entertaining and educating consumers. And as they utilize technology, including Internet, kiosks and other options, to bond with customers in new, alternative ways, retailers are assessing their marketing efforts, looking harder at what works and what doesn＇t-and putting the big bucks they devote to network TV under a microscope.