Confessions Of A Merchandiser

1st January 2016, times where technology is changing your life. It is making your home safer, protecting your kids and making this world a better place to live or making you redundant. Remember the times when we all thought the future belongs to knowledge workers, where bankers, investors, marketers, and merchandisers will earn many more times than a skilled manufacturing worker or a pizza delivery man.

In retrospect I must confess, I was as blind as everybody else was at that time. I joined an expensive program of merchandising and marketing management at one of the leading national institute. To be honest I was also lured by the great future of knowledge workers in future, growing empire of Wal-mart and organized retailing. Anyway, who can bet against it in those days.

It all went well till 2008 A.D , when the whole thing turn

Consumers’ time poverty and abundance of information technology in people homes led to increased level of automated transaction with marketers. the shift in consumers behavior is from aggregation to personalization. the concept of personal market place buried the traditional time bound and location bound marketing. Where commerce for most part , tends to be a time and location bound and consumers have to comply with it. Technology led to shopping on demands, consumers are now more of a co-producers involved in designing and customizing the products according to their needs.

The pace of technological evolution in recent years and will continue to have great influence on the lives of consumers. Rudy Puryear , a senior information technological strategist at Anderson consulting, very early described this age as the “age of less.” Technology allows consumers to go shopping without going to the stores (storeless); travel without a ticket (ticketless) paying money without cash (cashless) and so on.

Today, rewards for doing only” decent” work on routine cases have vanished. For truly difficult cases, consumers want to enlist the very best. The best, of course, earn more than ever. Modern telecommunications has created first national and increasingly global markets for musicians, movie stars, CEOs, doctors, and lawyers. Today the whole world is one big global market. According to any objective standards today’s top marketers and merchandisers are just about as good as hundreds of their unfortunate classmates who lost out in these winners take-it-all contests. And nobody should be surprised Varun and rohit two astute economist saw it happening as early as 1995 “competition for society’s top positions is becoming more and more like lottery”. It means either all or nothing and few are immune to it. Living standards of delivery boys have risen dramatically. Still most university student cannot help it, when they think of life delivering pizzas to wives and children of their more fortunate classmates; it sends shivers d

Some topics in this essay:
E-marketing CRM, Rudy Puryear, , Gary Hamel, marketers merchandisers, major consumers, personal market, concept personal market, convenience economy, concept personal, marketing management, web technology, information technology, location bound, knowledge workers,