How Digital Transformation Influenced Retailers Distribution Channel Strategy? Online and Offline – Heading Toward an Integration
Author(s)
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Abstract
In this world of digitization, digital marketing is a trend that is far-reaching across the Globe. The development of digital marketing is rising daily with the perceptions of Internet marketing that is twisting into an essential stage of digital marketing. Consumers have conventionally made purchase decisions physically at the store shelf, giving institutional retailers vast authority to discover about and control manners and favorites. This paper work aims to provide an overview of literature on digital transformation and retail distribution strategy looking for a potential influence and relation between both concepts. It spots light on the Key Drivers for Digital Transformation, its importance, the barriers and 2020 latest trends.
Keywords
digital transformation, brick and mortar, online retail, offline retail, Omni- channel
References
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