Sowing consumers in the garden of mass retailing in Chile
Sowing consumers in the garden of mass retailing in Chile
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在智利的大众零售花园中播种消费者
DOI：
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发表时间：
2014
期刊：
影响因子：
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通讯作者：
J. Ossandón
中科院分区：
文献类型：
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作者：
J. Ossandón
众所周知，现代消费信贷的一些关键要素最初是在百货公司发展起来的。然而，几乎没有人注意到这一领域的新发展。本文研究了智利零售信贷的案例。特别注意一种称为“播种”的特殊技术（或向风险消费者发放小额贷款，通过仔细跟踪和分类购买和债务行为使其增长），其成功是由于广泛的定量分析的发展。遵循“播种”的实践不仅有助于理解消费信贷是如何通过市场手段进行中介的，而且有助于理解消费信贷本身是如何实际作为一种营销手段发挥作用的。
It is known that some key elements of modern consumer credit were originally developed in department stores. However, almost no attention has been given to new developments in this area. This paper studies the case of retail credit in Chile. Special attention is given to a particular technique known as “to sow” (or issuing small loans to risky consumers that are made to grow by carefully following and classifying purchase and debt behaviour), whose success has been enabled by the development of a wide quantitative datascape. Following the practice of “sowing” helps to understand not only how consumer credit is mediated by market devices, but how it practically works as a device of marketing on its own.