It is a mobile marketing application that delivers approximately one thousand products every hour of the week to consumers in an average of 10 minutes in Turkey. The basis of the Getir application is based on on-demand business model. Bringing the products that consumers want, especially through moto-courier, Getir becomes an example distinguished from the similar distributors in terms of their sensitivity in the training of moto-couriers.
Published in Chapter:
E-Retailing Practices in Mobile Marketing: The Case of Getir Application
Ihsan Eken (İstanbul Medipol University, Turkey) and Basak Gezmen (İstanbul Medipol University, Turkey)
Copyright: © 2020
|Pages: 28
DOI: 10.4018/978-1-7998-0035-4.ch008
Abstract
Today, the Internet has become a frequently-used tool in trading information, products, and services. Together with the transformations in the Internet, new media, and mobile technologies, the retail sector is also developing its service area. With the development of mobile technologies, retail giants determine the expectations and needs of their consumers in a good and fast way with artificial intelligence applications. This situation transforms it into purchasing behavior with the reflection of customer preferences on products and increasing personalization. One of the key issues in the mobile retail sector is to make the purchasing behavior permanent by ensuring the satisfaction of consumers. In the study, Getir application, a mobile marketing application was analyzed with focus group research technique performed on university students selected in accordance with certain criteria. As a result of the research, the availability, awareness, and satisfaction status of the participants on Getir application were revealed.