Title: Explain the role of technology in retail operations and the customer experience.
Course: Small Business Marketing (12161) > Section: Demonstrating Customer Service Skills

Explanation should include

- e-commerce (globalization of the marketplace)
- consumer advantages (e.g., a wide selection of products and prices, information resources) and disadvantages (e.g., privacy concerns, information overload, identity theft)
- business advantages (e.g., a wider customer base) and disadvantages (e.g., the need for ongoing technological expertise, intellectual property rights issues, negative online reviews)
- the effects of technology on marketing (e.g., additional avenues for promotion, services, and sales; information about the business and products; mobility; interactivity).

Process/Skill Questions:

- How has technology changed retail?
- How can technology personalize the consumer experience?
- How can mobile technology enhance the customer’s experience with a retail store?
- How do loyalty programs personalize promotions and lead to repeat purchases?
- How do chatbots and virtual assistants affect the online shopping experience?
- What recent technological advances have affected marketing?
- How has technology improved customer service and business operations?
- How has e-commerce changed the marketing process?
- How do technological advances help the consumer?
- When are computer-assisted transactions and programmable decision-making not suitable for customers?
- What are the implications of increased technology on marketing budgets?