Změny v chování zákazníků v kontextu nových technologií a jejich význam pro maloobchodní řetězce

The objective of this master’s thesis is an identification of significant changes in consumer behavior caused by emergency of new technologies, it is also an objective to evaluate the impact of these changes on retail chains and suggest recommendations for retailers regarding marketing, strategy and approach to technologies. In order to achieve objectives, key technological changes were identified (also known as digital disruption) that led to changes in consumer behavior. Changes in consumer behavior according to international journals and examples of new technologies in retail stores were identified as well. Thesis uses analysis of MML-TGI data in order to identify shifts in consumer behavior and founds a profile of technologically oriented customers, that is significantly impacted by technological changes. These technologically oriented customers are studies in further research using focus groups method. The perspective of retailers in given through a series of expert interviews with retail representatives. Thesis identified impact of changes of consumer behavior on retail market as significant, mostly because of changing demand and increasing competition. Significant changes in consumer behavior are increasing usage of mobile communication, growing popularity of online channels, changed purchase decision making process, increased amount of information customers dispose with, decreasing efficiency of advertisements. Thesis recommends retailers to transform their business models in order to adapt it to the new customer. Recommendations also include strategic and operational changes, primarily digital transformation and improvement of organizations’ agility. Thesis also recommends particular new technologies in retail to be used.