Contemporary Retail Marketing in Emerging Economies: The Case of Ghana's Supermarket Chains

This book explores the growth of retail marketing in developing economies, particularly focusing on supermarket chains. It highlights the increased electronic capabilities for data collection, enabling retailers to pursue micro and macro-marketing strategies. The authors use Ghana as an example, showcasing the benefits of loyalty cards in emerging countries. It is a valuable resource for students, researchers, and foreign companies interested in understanding marketing strategies in Sub-Saharan Africa.

Format: Hardback
Length: 235 pages
Publication date: 12 October 2022
Publisher: Springer International Publishing AG

This comprehensive book delves into the dynamic realm of retail marketing in developing economies, showcasing it as a vital sector for growth and entrepreneurial opportunities. The authors, with a particular emphasis on supermarket chains, highlight how advancements in technology and infrastructure have paved the way for enhanced electronic capabilities in data collection, granting retailers a broader range of strategies to pursue, including micro and macro marketing approaches. They elucidate the evolving nature of this marketing era and its profound impact on various stakeholders, particularly consumers. By examining the case of Ghana, renowned for its pioneering use of loyalty cards, the authors establish a benchmark for other emerging countries, particularly those experiencing similar trends. This book serves as an invaluable resource for students, researchers, and international businesses seeking to expand their understanding of the marketing strategies employed by emerging economies in Sub-Saharan Africa.

Introduction:
The retail industry has witnessed significant growth in developing economies, driven by factors such as urbanization, rising incomes, and changing consumer preferences. Retail marketing plays a crucial role in capturing the attention of consumers and driving sales in these markets. In this book, we will explore the development of retail marketing in developing economies, with a special focus on supermarket chains.
The Advancements in Technology and Infrastructure:
One of the key drivers of retail marketing in developing economies is the advancement of technology and infrastructure. With the proliferation of smartphones, tablets, and internet connectivity, retailers have access to a vast amount of data and insights that can help them optimize their marketing strategies. For example, retailers can use data analytics to track consumer behavior, preferences, and purchasing patterns, which can inform their marketing campaigns and product offerings.
The Growth of Supermarket Chains:
Supermarket chains have emerged as a dominant force in the retail industry in developing economies. These chains offer a wide range of products, including groceries, household goods, and personal care items, at competitive prices. They also provide convenience and accessibility to consumers, particularly in urban areas where other retail options may be limited.
The Impact of Technology and Infrastructure on Retail Marketing:
The advancements in technology and infrastructure have had a significant impact on retail marketing in developing economies. Retailers now have the ability to collect and analyze large amounts of data, which can help them identify trends, target specific consumer segments, and personalize their marketing messages. For example, supermarket chains can use data analytics to understand the purchasing patterns of their customers and tailor their product offerings accordingly.
The Evolution of Retail Marketing in Developing Economies:
Retail marketing in developing economies has undergone a significant transformation over the years. In the past, traditional marketing methods such as print advertising and billboards were commonly used. However, with the rise of digital marketing, retailers have gained access to a wider range of channels and platforms, including social media, email marketing, and mobile advertising.
The Impact of Digital Marketing on Retail Marketing:
Digital marketing has had a profound impact on retail marketing in developing economies. It has enabled retailers to reach a larger audience, particularly younger consumers who are increasingly using digital devices to make purchases. Digital marketing also allows retailers to engage with their customers more effectively, through personalized messaging and targeted advertising.
Conclusion:
Retail marketing in developing economies is a rapidly evolving sector that presents significant growth opportunities for businesses. With the advancements in technology and infrastructure, retailers have gained new tools and strategies to optimize their marketing efforts and reach their target consumers. By understanding the trends, challenges, and opportunities in this sector, businesses can position themselves for success and contribute to the growth of the retail industry in developing economies.

Weight: 462g
Dimension: 210 x 148 (mm)
ISBN-13: 9783031116605
Edition number: 1st ed. 2022