A Vision of the Future? An Innovative Database Micromarketing System
本文介绍了一种名为Vision系统的交互式多媒体销售点忠诚度与促销系统，该系统通过微观营销帮助超市重新掌握本地顾客偏好，获得竞争优势，并对制造商和营销行业产生深远影响。
The increase in the scale of retail grocery operations to the supermarkets of today has been at the expense of the detailed knowledge of local customer preferences that small retailers could possess. This article examines the features of a technological solution to this problem and describes how the Vision System, an interactive multimedia point-of-sale shopper loyalty and promotion system, is revolutionizing retail marketing in the United States. The implications of highly-targeted marketing at the individual household level, micromarketing, are examined and it is suggested that supermarkets using such systems would achieve a significant competitive advantage. It is also suggested that the widespread adoption of Vision-type systems would have a profound impact upon manufacturers and the marketing industry as a whole.