The consumers of today are subject to many promotional messages, which increase their awareness of the many things to consider when making a purchase. However, this myriad of messages only serves to complicate the process of making a purchasing decision. The consumer requires assistance.
The objective of this report is to consider the application of multimedia personal computers to help consumers make a better purchase decision in an Australian department store. The negative attitudes towards computers in the minds of many consumers would cause few to consider the multimedia personal computer in this light. The behaviour of consumers is analysed to identify the requirements which should be met by the multimedia personal computer as an aid to the purchase decision process. The discussion shows that at all stages of a purchase from information search through to after sales service, multimedia technology can provide real benefits for consumers.
The practical application of the technology is tested in the environment of the David Jones (Australia) Limited department store in Queen Street Brisbane. The full cost benefit of implementing this technology is presented based on management accounts over the last five years for the Queensland Division of David Jones. The implications of multimedia technology on the competitive advantage of David Jones in the market are presented to show how apparent competitor superiority can be minimised and the service difference of David Jones can be exalted. The report concludes with an implementation plan to achieve the benefits of this technology for David Jones, their staff and their customers.