Embed Size (px)
DESCRIPTION
REtail technology and professional issues within the retail industry.
Citation preview
Kayleigh Drake
MA Fashion & Brand Studies
Professional issues in the industry
Steven Brindle
Introduction
This report will look at the use of implementation of technology in stores and at how different devices can impact the retail environment, consumer behaviour and employee productivity.
In the current climate there are many factors affecting professional practice. Looking at the design, fashion and retail industry this report will look at some issues which are creating an impact. With the modernisation and introduction of even more technology in stores there are many affecting factors and implications.
There are many factors that affect buyer behaviour before even considering store environment. A combination of cognitive and behavioural decision making takes place with a number of various factors including values, attitudes and motivations aswell as personal characteristics, whether this is age, gender, race or income. Other factors include socioeconomic grouping and social class. These all should be taken into consideration when evaluating the effectiveness of interactive store environments. Each factor unmistakeably influences shopping behaviour and choices in their own individual way and therefore has to be carefully considered when new technologies and strategies are implemented into stores taking into consideration there core market and there target market.
Social aspects
The use of technology in stores can range vastly, from self-checkout kiosks to augmented reality displays and smartphone payments systems, each offering a different amount of interaction. However it has to be considered whether this ultimately has an effect on the amount of personal, human interaction customers have with employees. Does this then eventually mean people are making the choice to become more unsocial when deciding to avoid employee interaction?
It is suggested that brands are now more aware of the retail environment rather than brand image and a study has found that a change in strategies has meant that building a connection with customers is vital.1 However is an increase of technology a way to do this and the use of technologies ultimately cutting out the intermediate person, or can new technologies and interactive store formats offer the ability to build brand trust and loyalty.
1 Weekes, C. (2010). Why brands are using the retail environment to build trust. Available: http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=18690&Title=Why%20brands%20are%20using%20the%20retail%20environment%20to%20build%20trust. Last accessed 20th April 2012.
Many visual merchandising reports and industry case studies reported via WGSN suggest that the main reason for the application of new devices is to improve customer service and satisfaction and not to cut down on staff levels.
It could be considered that an increase in technology increases antisocial shopping behaviour. Online shopping is a considerably less sociable way of shopping, the social aspect is cut out and consumers are now favouring this. They want convenience and ease of shopping, and the ability to browse at their own leisure. The fact that people need to shop hasn’t changed, people need stuff but the way they go about it is changing. Consumer’s antisocial behaviour is being driven by the ease of technology and people prefer their own values.
Kogan suggests consumers trust their experiences more than advertising and in-store performance and it has a stronger influence on brand image and consumer spending. It can be argued that therefore brand engagement ultimately increase consumer spending. However when considering interactive experiences and brand engagement it is has to be considered whether the interactive aspect increases or decreases the value of the product. Based on knowledge gained from a range of case studies from WGSN and Mintel it can be suggested that interactive state of the art technology is not just being introduced into high-end stores but also high street stores, although the differentiation between the technologies in these stores is currently noticeable, it is becoming somewhat less distinctive.
Marks and Spencers have introduced an interactive shopping tablet
Triumph- fantasy mirror body scanner
Adidas- virtual footwear wall
Urban outfitters- POS development.
Marks & Spencers tablet.
Triumph Fantasy mirror Adidas footwear wall (source: WGSN)
‘Urban Outfitters is a prime example of a retailer embarking on such an initiative using Starmount Engage, a mobile point of sale device developed by Starmount, a retail software solutions company. Enabled for the iPad or iPod Touch, it allows assistants to not only close the sale out on the floor, but demonstrate comparison products, cross-sell with lists of related items and integrate loyalty schemes.’ (mintel)
Music Retail
It has been suggested that the change in atmosphere can affect the productivity of the work force, it can therefore have the potential to have the same effect in customers and their shopping behaviour and purchasing decisions.
Music and retail- what impact does it have?
The overall atmosphere has effect on customer behaviour, although each individual aspect plays a vital part, music attracts customers into the store and encourages them to shop for longer. It is a vitally important factor for a brand to play the right music as it should reflect the brand image. Results from research that has been carried out by MusicWorks, who are an established company who conducts on-going research to demonstrate the benefits of music within businesses, organisations, customers and employees, claims that the right music not only improves the productivity and mood of staff which then influences customers behaviour but customers are likely to recommend a store to friends and family that play music they like, with over half of consumers surveyed said they would spend longer in shops leading to higher consumer spending.2
Some of the following finings included:
78% of retailers recommend other retailers play music to improve productivity and staff morale
61% of retailers agree that playing music increases employee productivity
60% of retailers agree that playing music increases staff friendliness towards customers
84% o f shoppers say they like shops that play in-store music and, of that percentage, 23%claim they would be prepared to pay 5%more for goods if music was being played.
This is great news as it demonstrates that creating a good atmosphere can justify higher prices.
60% would spend more time in a high street shops if they hear in-store music they like.
High Street Stores can increase their competitiveness by playing music. Of those that like to hear music in stores:
72% say a store that plays good music is much more inviting
2 http://www.musicworksforyou.com/shops/instore-‐music.html#consresearch
72% say playing good music significantly improves the image of the store
If given a choice 90% say they would select a high street store with music rather than no music
Further considerations are to look at whether the importance of music only applies to a certain age group, subsequently leading to research into the core target market of the store in question and sourcing appropriate and desired sources of music for the appropriate target market. Music doesn’t just have to be brand and identity appropriate but appeal to that of the consumers.
Looking further than the effect of music in retail spaces the whole physical sensation of a store can affect the way and the amount of time customers spend in the store. Looking at a trend from Mintel Inspire, which looks at the ever-increasing amount of time people spend at home, based on the increase of people working from home which is influencing the home surroundings. It has been suggested this feeling of being somewhere of sanctuary can implemented into a store format could make it a place shoppers want to ‘stay, browse and ultimately buy’.
Suggestions for creating a calm ambience include:
• Making them feel at home with the use of soothed calm environments. • Avoiding harsh lighting or vary based on store atmosphere. • Offer a range of music rather than traditional chart pop. • Provide an area for shoppers to relax and wait, a range of sofas and chairs along with
reading material. Social areas, introducing store café’s/ internet café/ lounges for friends to socialise/ try on clothes.
• Screens playing soothing videos or product information- ( catwalks/ product ads.)
Hollister have a Californian style vibe style to the brand, in which the music plays part of, the store consists of a laid back style.3 Their choice of music portrays the overall feel and atmosphere they try to create; Juke boxes use to be situated instore allowing consumers to choose from a selection of music. The playlists have proved that popular, that they have an account on Myspace allows users to play through multiple playlists, including the spring/summer 2012 song choices.4
3 http://local.brandingstrategyinsider.com/Branding_Hollister_CA-‐t12130_Hollister+CA.html 4 http://www.myspace.com/hollistersongs
Interest level
Degrees of interest within a product that a consumer shows within a purchasing decision also has the potential to be affected by the degree of interactivity, therefore levels on emotional involvement may play a higher impact on how effective the use of interactive retail environments can be. For example it can be suggested a basic need contains low involvement and therefore the consumer may require less consumer interactivity. This has to be considered when looking at the nature of a store, for example an augmented reality screens wouldn’t be considered necessary within a convenience store.
John Egan; Marketing Communications. Pg. 45
With the constant increase of technology becoming more accessible within stores it is arguable that the impact it will have on consumers in the future may be negative. There is potentially a limited life span for new technology and consumers become more expectant of something new and innovative. Technology moves so quickly that the threat of it being outdated results in a constant drive for something to keep consumers interested and excited about. Consumers don’t realistically focus on things that they may need as a store requirement but for it being the latest or the biggest trend.
Apple for example is an obvious choice, whether it be the Ipad or Iphone, Apple are constantly launching new versions of already available products, such as the Ipad 3 or the Iphone 4. Some of these changes are within software and not overall appearance, however although outdates versions are still available and could be considered innovative to some consumers they are no longer compatible with new operating systems, therefore are no longer supported.5
5 http://news.cnet.com/8301-‐17938_105-‐57332054-‐1/when-‐does-‐technology-‐become-‐obsolete/
Online Shopping & Delivery
Consumers now have expectations, especially when it comes to online shopping, Mintel states that online shoppers require services such as free returns to become loyal shoppers within a brand. Do these expectations affect morals, it simply allows customers to over order knowing they can return products free of charge. However it can be argued that this is one of the advantages and reasons for the constant increase in online shopping. Next for example allow store card holders to order as many products as they desire and pay for the chosen while returning the rest for free. Due to the nature of buying a product online, meaning it doesn’t have any immediate tangibility suggest that a customer must have trust and reliability within a brand for them to deliver what they promise and what they communicate online via product description and imagery.
Delivery is an aspect of online retailing that customers have high opinion on, and although online shopping is on the increase one of the main preferences for shopping instore is because consumers want the product instantly. Brands have high awareness of this and due to this and competitive delivery options. WGSN report that Aurora fashions, the group behind fashion brands Warehouse, Coast and Oasis have introduced a 90minute delivery initiative having undergone a 3 month trial at Oasis in London. Delivery times are becoming a highly competitive aspect and more and more stores are getting involved, offering premium next day delivery, extended delivery hours and 7day a week delivery. Next attempts to rival Aurora’s push for differentiation by delivery by offering a 9pm ordering deadline, which is promoted via their TV ad campaign. In reference to re-deliveries, there are many policies which differ company to company. Most commonly is the company used the Royal mail the package is left at the local office for pickup, however if a courier is used then a card is usually left to allow customers to re-arrange the delivery or to pick up from the local office, usually after a matter of time of failed delivery attempts products are shipped back to the supplier and refunds are made to the customer. RE-delivery policies tend to be important to those expecting items to arrive when out, mainly due to work hours.
With the offering of competitive delivery times becoming more prominent across online sales, it means that customers are having a higher expectation of receiving purchased items quicker than ever, thus potentially leading to a bigger increase on online shopping. It could be questioned why people these days rely on this rapid delivery, in which it could be suggested its due to peoples raised expectations, 10years ago consumers would wait till the store was open, even if this may have been a matter of days wait, however throughout the years companies having been increasing shorter delivery times and better customer service, thus consumers have become less patient and want and expect products with a need of emergency. It has been suggested that delivering rapidly increases customer satisfaction and therefore builds better customer relations. 6
6 http://gregmeyer.wordpress.com/2011/10/26/deliver-‐what-‐people-‐need-‐not-‐just-‐what-‐they-‐ask-‐for/
RELIANCE ON TECHNOLOGY
There’s also the question of whether this increase of sales tools leaves consumers with a bigger reliance on technology. With older generations having a grasp on technology it means they are more tech savvy and even as they age they have a more complex understanding of technological aspects. This potentially has the ability to impact a lot of stores where the main consumer is the older generation, whether this is affluent greys or prudent pensioners. This therefore influences future retail environments to maintain a level of technological advancements aimed at the technologically educated aging society.
Stores where the older generation comprise the majority of the core consumers tend to be those of department stores. Mintel suggests these are (the acorn groups). Through primary research within Debenhams and looking at other department stores including BHS they state they are trying to target a younger market and are doing this with the use of more fashionable brands and more current, convenient ways of shopping to appeal to the market. This therefore leads to the integration of different levels of advancements to suit all consumer markets.
Brands need to be able to deliver an amount of interaction that is comfortable with that of the consumer market. An overload of technology and interactive devices has the ability to make customers feel uneasy. For instance relating to the older generation, although an ever increasing understanding for these products is becoming grasped many would feel over-whelmed by the concept of some of elements being integrated into store environments.
Looking at over 55’s and the use of technology and purchasing decisions, Mintel reports suggest that the older generation need to be targeted better about the use and purchase of technology products. Overall these consumers have different needs for technology and don’t necessarily find them a requirement to achieve the task that they want to undergo.
Stores with a core target market of over 55’s may want to consider simplifying technology if deciding to introduce it into stores. In relation to ownership of new technology products over half of over 55’s wished for someone to show them how to use it, many of which rely on family and friends to do this. If this information was used to help implement technical devices into stores it suggests that consumers would need the guidance and assistance of employees. Other factors that need to be considered within this are that although these consumers desire help, it would need to be implemented in a way that makes them feel like they aren’t being demeaned and have the element of trust with the employees.7 In japan retail assistant ‘Robovie’ has been designed to help the elderly and the disabled to shop within supermarkets.8 The company responsible hopes that it will provide easier shopping and an entertainment for the elderly and has functions including guiding consumers to items on their lists and carrying their shopping, it creates a whole new shopping experience for the elderly. Japan has an aging population and a love for retail and technology and although the concept works well here with users stating they enjoyed the experience it may not be accepted and
7http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=573719/display/id=573719/display/id=586766?select_section=573719 8 http://phys.org/news180261433.html
have the same impact within different countries. However aspects of the service may want to be considered to be implemented into adapted technology, such as the idea of something helping consumers find products within the supermarket and making suggestions on foods they might enjoy, like an interactive personal shopper for supermarkets.
Research conducted by Cambridge University indicated that more than half of the over-50s in the UK felt nervous using an electronic product they had not seen before. According to Ofcom, 39 per cent of the over 65s use a mobile purely for phone calls, and only 55 per cent use text messages. Ian Hosking, Senior Research Associate, Cambridge University said, “It is critical that all manufacturers of electronics goods, particularly mobile phones, consider the needs of older users when designing new products. There is a real opportunity to address this anxiety and create something that is both stylish and easy to use.”9 Karen Stabiner from The New York Times suggests that the older generation prefer technology with one main function, which can be backed up by looking at the uses and needs they desire within a mobile phone. Research conducted at Cambridge University stated that According to Ofcom, 39 per cent of the over 65s use a mobile purely for phone calls, and only 55 per cent use text messages.10
9 http://www.telegraph.co.uk/technology/news/8731365/Technology-‐failing-‐to-‐empower-‐older-‐generation.html 10 http://www.telegraph.co.uk/technology/news/8731365/Technology-‐failing-‐to-‐empower-‐older-‐generation.html
Based on a report in 2009, which suggested that the 45-54s would be one of the fastest-growing groups in the next five years and increasing by 8.4% retail stores need to consider some of their core requirements.
• Ease of shopping and navigation through space and layout. • Efficient checkouts and customer service. • A range of product displays and fixtures. • Clearly branded ranges to help navigate around the store. • On hand employee’s to help locate products.
‘Many retailers, particularly Debenhams and Marks & Spencer, have put a lot of effort into creating sub-brand areas and shop-in-shops as a means of segmenting their ranges. This helps shoppers avoid the feeling of there being a ‘sea of product’ on the shop floor. However, in doing so, they need to make sure that they are not creating obstacles to in-store navigation by breaking up the product categories, eg. featuring trousers or shirts in too many areas that make locating each one a chore.’11
Through my own experience within Debenhams it came to my awareness the importance of store flow and how merchandising guidelines have to consider the natural flow throughout the store of the customers. Making sure products are accessible in relation to entrance points, stairs and escalators. Merchandisers try to create an atmosphere that invites you in, and allows customers to shop and move freely between fixtures. They aim to make sure that all garments are ‘shoppable’.
From first-hand experience and primary research at Debenhams I have gained a valuable insight into aspects of their retail strategies, including how promotions and technology are integrated into the store. Having an understanding or their core target market and approach to targeting younger consumer’s means they have to have a level of consumer service and interactivity in-store that is suitable to all customers and which fits with the store environment.
Like other reports have stated Debenhams have not installed new devices and equipment into store to cut down on employee-customer interaction but to improve customer service and when necessary to speed up the purchasing process, which many shoppers state is an important issue, and the lack of customer help is available or queues are too long is tends to put off purchases.
11 Mintel International Group Ltd. (2009) Fashion Store Environments - UK - June 2009: Future opportunities, June 2009. London: Mintel. Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=395658/display/id=395658/display/id=466839
Advantages in the market
Looking at retail environments in relation to the customer market:
• There is growing number of 45-54s in the UK. Mintel suggest, ‘These customers like plenty of space in stores, clear signage and efficient checkouts, something which may lead to different to different priorities being placed on in-store environments.’
• The escalation of shopping centre openings in the last few years it allows retailers to develop new store formats.
Weaknesses in the market.
• Consumers are cutting back spending, due to the current climate and opting to shop at retail sales. Affecting overall ROI.
• The growth of fashion online is likely to lead to a decline in sales levels in-store, as spending habits are diverted.
• Plans for new shopping centres are being put on hold, and this means the potential for new store format innovation may be constrained.
Point of sale
New software is forever evolving, and although some have been around for a matter of years already it is suggested some are set to become more mainstream due to technology driven changes in consumer behaviour. Point of sale is a major element that has been focused on when thinking about the introduction of new technology due to its importance and the effect it can have on the volume of purchases taken by the store.
A report from WGSN states that Barclay’s head of innovation, James McDonald predicts that contactless payment for example will soon be a preferred method of payment despite being around since 2007. It is suggested that as it picks up within the travel industry, using it alongside the oyster card as well as be vastly used throughout the Olympic period will then lead to having a big shift into retail. As many technological services now instore, the main reason and advantage of contactless payment is to improve customer service and satisfaction. One of the main issues is queues, and providing a quick service generally improves the overall customer experience.
McDonald states ‘Customer experience is paramount,” he said. “If queues are being shortened due to contactless, we don’t want the lengthening again due to customers opening applications.”12
12 Jobling, A. (2012). Contactless payments: going mainstream? Available: http://www.wgsn.com.ezproxy.uclan.ac.uk/content/report/Business_Strategy/Business_
Barclays have now introduced ‘Ping-it’, a mobile app that allows contactless payment from just entering a mobile number. It ultimately has the ability to revolutionise the way we bank. It provides users with a Smartphone to send money from one account to another with ultimate ease and provides solutions to situations where people may find themselves without their bank cards. It is expected to be available for other banks shortly having been highly successful for Barclays.
Sourced from ‘Mobile News’
Looking further into customer service in relation to cutting queues, there have been numerous technological facilities suggested to help provide a better service to customers in the form of POS. A majority of these technologies include mobile devices and hand held tablets.
‘According to the Ninth Annual RIS News/IHL Group Store Systems Study, 68% of respondents place mobile for associates on the top of their IT list for 2012. Within that, 52% say they will have tablets for their sales assistants out on the shop floor within the next 12 months and 23% will have non-rugged handhelds, such as the iPod Touch or iPhone.’ 13 Backing this up it an article from a professional blog based on retail technology trends and some personal opinions on the use of the Ipad as a point of sale device. Tim Dicket the author of the blog and NCR employee has done his own research influenced by his own personal interest in the device and suggest that given the adoration of the Ipad from society and the current trend of innovation that changes should be embraced and if new tools can deliver what the retail industry needs.
Insight/2012/March/contactless_paymentsgoingmainstream.html. Last accessed 14th April. 13 Arthur, R. (2012). In-store technologies: Retail's Big Show. Available: http://www.wgsn.com.ezproxy.uclan.ac.uk/content/report/Marketing/Communication_Strategy/2012/January/retail_technologiesnrfbigshow.html. Last accessed 16th April 2012.
The Ipad is convenient, simple, and incredibly multi-faceted, and allows users to find hundreds of new apps therefore permitting new motives for uses within retail aswell as a device for payment process. Retail stores are currently experimenting with different Apps to able to use it as a POS device.14
.
Sourced: WGSN
Like all technology, there are strengths and weaknesses to introducing new technology:
STRENGTHS
• They are affordable and quite cheap compared to traditional POS terminals.
• -Easy use screen, latest technology touchscreen.
• Its durable is safeguarded although debateable compare to other devices.
• It is undoubtedly smaller than traditional sales units which can be vital to store space.
• Updating software is effortless whether software is through an app store or cloud based.
• The use of Icloud is becoming prominently used and constantly improving.
• The Ipad not only provides an innovative new POS platform but a mass range of other tools available for the retail industry.
• Provides multi-uses within stores, can have alternative uses.
WEAKNESSES
• Although the relatively cheap, they aren’t designed to last the same period of time as traditional unit.
• The screen is quite smaller which can provide visibility problems.
• Although easier to replace, Ipads have not been tested with heavy duty wear and damage from spillages, dust and general rugged use. Which may affect the usage within certain store enviroments.
• The addition of printers and cash drawers will take away what was simply the idea of a compact till system.
• The Ipad does require a power cable for constant usage, some stores have added battery packs of desktop docks to charge. The Ipad won’t last all day is used as a portable POS device.
• To use chip and pin another device needs to be connected to the Ipad which is further takes away the simplicity of the device.
14 Dickey, T. (2012). 2012.13 | iPad as Point of Sale Device . Available: http://retailtechnologytrends.com/. Last accessed 21st April 2012.
• Apple are known for updating all of their devices yearly which ultimately might result to the latest updates and Apps not being available for the versions in-store and therefore meaning they have to purchase new devices when released.
• Higher risk of theft, thieves may find alternative used to sophisticated technology.
———————————————————————————————————
Overall I think given the current climate and the changes the retail environment is under-going I think new point of sale systems are a vital system that needs updating, and although Ipads may no longer be the most innovative piece of equipment available, they provide a modern platform that allows users to update software rather than processing sales on equipment than can easily be 10years old. Considering the strengths and weakness I consider the ability to have portable devices that allow sales to be transacted throughout any location in the store could be highly effective, based on the result of rate of investment (ROI). Furthermore not only does this not cut jobs which in the current climate is also a major worry in society but creates more, as there will be a greater need for sales assistants, of which are there to help customers use new interactive elements, aswell as technicians and those there to provide training to employees and how to use new technology to its full advantage. Evidently there is a learning curve to endure in reference to this use of innovative POS in stores.
References
Books
Egan, J (2007). Marketing communications. London: Thomson learning. 45.
Morgan, T (2008). Visual merchandising. Laurence king publishing: London.
Online
Acorn Classification, 2009. National Library of Guidelines. [online] Available at: <http://www.caci.co.uk/acorn2009/acornmap_ext.asp> [Accessed 19 April 2012 ].
Branding strategy, [online], Available at: ttp://local.brandingstrategyinsider.com/Branding_Hollister_CA-t12130_Hollister+CA.html, [Accessed 15 May 2012]
Delivery charges. 2012, [online], Available at < http://www.asos.com/infopages/pgedeliverycharges.aspx> [Accessed 4th May 2012]
Edwards, L., 2009, Supermarket robot to help the elderly [online]. Phys org, Available at <http://phys.org/news180261433.html> [Accessed 12 May]
Francois, March 16th, 2009 . Buying behavior is driven by complex social behaviours. [online] Emergence marketing. Available at: <http://www.emergencemarketing.com/2009/03/16/buying-behavior-is-driven-by-complex-social-behaviors/> [Accessed 23 April 2012].
In-store music, 2009, [online], Available at http://www.musicworksforyou.com/shops/instore-‐music.html#consresearch, [Accessed 12 May]
Weekes, C. (2010). Why brands are using the retail environment to build trust. Available: http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=18690&Title=Why%20brands
Reports
Arthur, R. (2012). In-store technologies: Retail's Big Show. Available: http://www.wgsn.com.ezproxy.uclan.ac.uk/content/report/Marketing/Communication_Strategy/2012/January/retail_technologiesnrfbigshow.html. Last accessed 16th April 2012.
Dickey, T. (2012). 2012.13 | iPad as Point of Sale Device. Available: http://retailtechnologytrends.com/. Last accessed 21st April 2012.
Jobling, A. (2012). Contactless payments: going mainstream? Available: http://www.wgsn.com.ezproxy.uclan.ac.uk/content/report/Business_Strategy/Business_Insight/2012/March/contactless_paymentsgoingmainstream.html. Last accessed 14th April.
Mintel International Group Ltd. (2009) Fashion Store Environments - UK - June 2009: Future opportunities, June 2009. London: Mintel. Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=395658/display/id=395658/display/id=466839
Mintel, Available at: 2011 Technology and the Over-55s - UK - July 2011, [online] http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=573719/display/id=573719/display/id=586766?select_section=573719
Other
Brammer,O., ‘How fast do new technologies grow outdated’ [online], Available at: http://shop-for-computer.com/blog/how-fast-do-new-technologies-grow-outdated/ [Accessed 23rd April 2012]
Brown, R., ‘When does technology become obsolete?’ Cnet News, [online], Available at http://news.cnet.com/8301-‐17938_105-‐57332054-‐1/when-‐does-‐technology-‐become-‐obsolete/ [Accessed 18th May] Hollister, 2012. Hollister 2012 summer playlist. [online] Available at:< http://www.myspace.com/hollistersongs> [Accessed 18th may 2012].
Stabiner, K., Elder Tech: What’s Important. The New york times. [online] may 31 2012. Available at <http://newoldage.blogs.nytimes.com/2010/12/21/elder-tech-whats-important/
Meyer, G., Information maven, Deliver what people need – Agile Marketing Principle #1,.Wordpress, [online] October 26 2011. Available at http://gregmeyer.wordpress.com/2011/10/26/deliver-‐what-‐people-‐need-‐not-‐just-‐what-‐they-‐ask-‐for/. [accessed 18th may] Taylor,R.,’Can technology be more inclusive for the elderly?. BBC News, [online] 4 August 2010. Available at: http://news.bbc.co.uk/1/hi/programmes/click_online/8885492.stm [Accessed 20 May 2012]. [Accessed 28 April] Warman, M., 2011. Technology ‘failing to empower older generation’. The Telegraph, [online] 20th August. Available at: http://www.telegraph.co.uk/technology/news/8731365/Technology-failing-to-empower-older-generation.html [Accessed 17 May 2012].
