How Digital Transformation Influenced Retailers Distribution Channel Strategy? Online and Offline – Heading Toward an Integration
Author(s)
Download Full PDF Pages: 83-96 | Views: 635 | Downloads: 177 | DOI: 10.5281/zenodo.5036511
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
i. annister, N. and Barrie, C., 1999. Murdoch's Spin On The Web. [online] the Guardian. Available at: <https://www.theguardian.com/uk/1999/jul/02/3> [Accessed 17 May 2020].
ii. Banerjee, P., 2020. How COVID-19 Can Change Your Approach To Omnichannel Experiences. [online] MuleSoft Blog. Available at: <https://blogs.mulesoft.com/biz/change-omnichannel-experience-with-covid-19/> [Accessed 17 May 2020].
iii. Business Insider. 2020. FCB India And Networkbay’S Initiative To Help Brand And Retailers Transform Retail Experience In The Post-Covid World. [online] Available at: <https://www.businessinsider.in/advertising/ad-agencies/news/fcb-india-and-networkbays-initiative-to-help-brand-and-retailers-transform-retail-experience-in-the-post-covid-world/articleshow/75289782.cms> [Accessed 17 May 2020].
iv. Chambers, J., 2015. Cisco Chairman John Chambers Has An Idea For How The US Can Create Another 1 Million Jobs A Year. [online] Business Insider. Available at: <https://www.businessinsider.com/cisco-chairman-john-chambers-has-idea-to-create-1-million-us-jobs-a-year-2015-9> [Accessed 17 May 2020].
v. Computer Measurement Group. 2020. Roundtable Discussion: Digital Transformation. [online] Available at: <https://www.cmg.org/2020/03/roundtable-discussion-digital-transformation/> [Accessed 1 May 2020].
vi. Digital Marketing, 2019. The Future Of The Online Vs Offline Shopping Battle. Available at: <https://digitalagencynetwork.com/the-future-of-the-online-vs-offline-shopping-battle/> [Accessed 15 May 2020].
vii. Failte Ireland. 2015. Managing Your Distribution Channels Effectively. [online] Available at: <https://www.failteireland.ie/Market-Your-Business-Online/Digital-sales-resources/Digital-marketing-article/Managing-your-distribution-channels-effectively.aspx> [Accessed 12 May 2020].
viii. Finlay, A., 2019. The Future Of Brick-And-Mortar Retail Looks Strong. [online] Total Retail. Available at: <https://www.mytotalretail.com/article/why-the-future-of-brick-and-mortar-retail-looks-surprisingly-strong/> [Accessed 17 May 2020].
ix. Freedman, L., 2020. The Shopper Speaks: Omnichannel Is Omnipresent Amid The Coronavirus. [online] Digital Commerce 360. Available at: <https://www.digitalcommerce360.com/2020/03/18/the-shopper-speaks-omnichannel-is-omnipresent-amid-the-coronavirus/> [Accessed 17 May 2020].
x. Greane, F., n.d. 10 Barriers to Digital Transformation. [Blog] Third Republic, Available at: <https://www.thirdrepublic.com/blog/barriers-digital-transformation> [Accessed 4 May 2020].
xi. Hagel, J., n.d. The What, Why & How Of Digital Transformation. [online] Digital Marketing Institute. Available at: <https://digitalmarketinginstitute.com/blog/the-what-why-and-how-of-digital-transformation> [Accessed 1 May 2020].
xii. Hufford, J., 2019. The Top Advantages Of Ecommerce: Why You Should Sell Online | Nchannel Blog. [online] Nchannel.com. Available at: <https://www.nchannel.com/blog/advantages-of-ecommerce/> [Accessed 16 May 2020].
xiii. Huang, X., Kuijpers, D., Li, L., Sha, S. and Xia, C., 2020. How Chinese Consumers Are Changing Shopping Habits In Response To COVID-19. [online] McKinsey & Company. Available at: <https://www.mckinsey.com/~/media/McKinsey/Featured%20Insights/Asia%20Pacific/How%20Chinese%20consumers%20are%20changing%20shopping%20habits%20in%20response%20to%20COVID%2019/How-Chinese-consumers-are-changing-shopping-habits-in-response-to-COVID-19-v3.ashx> [Accessed 17 May 2020].
xiv. IGURAT Innovation School - Transform the way you do business!. 2019. TOP Digital Transformation Trends For 2020 - Innovation & Technology Blog. [online] Available at: <https://www.e-zigurat.com/innovation-school/blog/digital-transformation-trends-2020/> [Accessed 4 May 2020].
xv. Imlay, M., 2017. The Advantages Of Brick And Mortar | SEMA. [online] Sema.org. Available at: <https://www.sema.org/sema-news/2017/05/the-advantages-of-brick-and-mortar> [Accessed 15 May 2020].
xvi. Isaacson, Walter (2011), Steve Jobs. New York: Simon & Schuster.
xvii. Jarocinski, K., 2020. What Is Digital Transformation? Definition, Benefits And Examples. [online] Netguru.com. Available at: <https://www.netguru.com/blog/what-is-digital-transformation-definition-benefits-and-examples> [Accessed 1 May 2020].
xviii. King, H., 2013. https://www.theguardian.com/media-network/media-network-blog/2013/nov/21/digital-transformation. [Blog] The Guardian, Available at: <https://www.theguardian.com/media-network/media-network-blog/2013/nov/21/digital-transformation> [Accessed 1 May 2020].
xix. Kozinets, Robert V., John F. Sherry, Benet DeBerry-Spence, Adam Duhachek, Krittinee
xx. Lesonsky, R., 2019. 20 Benefits Of Having A Physical Store - Small Business Trends. [online] Smallbiztrends.com. Available at: <https://smallbiztrends.com/2015/01/physical-store-benefits.html> [Accessed 15 May 2020].
xxi. Lund, J., 2020. How Digital Transformation Is Driving Customer Experience. [online] Superoffice.com. Available at: <https://www.superoffice.com/blog/digital-transformation/> [Accessed 16 May 2020].
xxii. Newman, D., 2019. Top 10 Digital Transformation Trends For 2020. [online] Forbes. Available at: <https://www.forbes.com/sites/danielnewman/2019/07/14/top-10-digital-transformation-trends-for-2020/#48201ebf76be> [Accessed 4 May 2020].
xxiii. Nuttavuthisit, and Diana Storm (2002), “Themed Flagship Brand Stores in the New Millennium: Theory, Practice, Prospects,” Journal of Retailing, 78, 17–29.
xxiv. Orendorff, A., 2018. Omni-Channel Retail Strategy: The What, Why, And How Of “In-Store” Shopping. [online] Enterprise Ecommerce Blog - Enterprise Business Marketing, News, Tips & More. Available at: <https://www.shopify.com/enterprise/omni-channel-retail-strategy> [Accessed 17 May 2020].
xxv. Ramcharan, K., 2020. Experiential Retail: Unifying Online And Offline Worlds In The Retail Industry. [online] Digitalistmag.com. Available at: <https://www.digitalistmag.com/customer-experience/2020/04/22/experiential-retail-unifying-online-offline-worlds-in-retail-industry-06203435> [Accessed 17 May 2020].
xxvi. Reddy, A., 2020. Covid-19 Impact: Consumers Move More Towards Digital. [online] BusinessLine. Available at: <https://www.thehindubusinessline.com/opinion/covid-19-impact-consumers-move-more-towards-digital/article31337127.ece> [Accessed 17 May 2020].
xxvii. Ross, B., 2017. Change Is The Law Of Life - JFK — Ross & Ross International. [online] Ross & Ross International. Available at: <https://www.rossross.com/blog/change-is-the-law-of-life-jfk> [Accessed 16 May 2020].
xxviii. Saldanha, T., 2019. The Stages of Digital Transformation. EContect, [online] (Autumn 2019). Available at: <http://www.econtentmag.com/Articles/Editorial/Feature/The-Stages-of-Digital-Transformation-134363.htm> [Accessed 3 May 2020].
xxix. Samuel, B., 2019. Debunking The Online Vs. Offline Retail Myth. [online] Resources.marketingeffectiveness.nielsen.com. Available at: <https://resources.marketingeffectiveness.nielsen.com/blog/debunking-online-offline-retail-myth> [Accessed 17 May 2020].
xxx. Shackleton, T., 2016. Online Vs Offline Retail: Pros, Cons & An Omni-Channel Future. [online] Statementagency.com. Available at: <https://www.statementagency.com/blog/2016/08/online-vs-offline-retail-pros-cons-an-omni-channel-future/> [Accessed 13 May 2020].
xxxi. Silos, B., 2019. Digital Transformation 101. [online] Brian Solis. Available at: <https://www.briansolis.com/2019/07/digitaltransformation101/> [Accessed 3 May 2020].
xxxii. Simon-Kucher. 2019. Why Is Digital Transformation So Difficult? Key Trends And Essentials For Your Digitalization Roadmap. [online] Available at: <https://www.simon-kucher.com/en/blog/how-succeed-rocky-road-digital-transformation> [Accessed 3 May 2020].
xxxiii. Solis, B., 2019. The 2018-2019 State Of Digital Transformation - Brian Solis. [online] Brian Solis. Available at: <https://www.briansolis.com/2019/01/the-2018-2019-state-of-digital-transformation/> [Accessed 1 May 2020].
xxxiv. Solis, B., 2018. Leading Trends In Retail Innovation. [online] Altimeter Group. Available at: <https://www.slideshare.net/Altimeter/report-preview-leading-trends-in-retail-innovation> [Accessed 17 May 2020].
xxxv. Sopadjieva, E., Dholakia, U. and Benjamin, B., 2017. A Study Of 46,000 Shoppers Shows That Omnichannel Retailing Works. [online] Harvard Business Review. Available at: <https://hbr.org/2017/01/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works> [Accessed 17 May 2020].
xxxvi. Square. n.d. Omnichannel Marketing: The Ultimate Guide For Retailers. [online] Available at: <https://squareup.com/guides/omnichannel-marketing> [Accessed 17 May 2020].
xxxvii. Swanson, J., 2018. How Monsanto CIO Talks About Digital Transformation. [online] Enterprisersproject.com. Available at: <https://enterprisersproject.com/article/2018/5/how-monsanto-cio-talks-about-digital-transformation> [Accessed 1 May 2020].
xxxviii. Terrar, D., 2015. What Is Digital Transformation?. [online] Agile Elephant making sense of digital transformation. Available at: <http://www.theagileelephant.com/what-is-digital-transformation/> [Accessed 1 May 2020].
xxxix. Thankaraju, P., 2019. Retail Management: An Effective Management Strategy For Retail Store Managers. Prabhu Thankaraju, 2019.
xl. Tiersky, H., 2017. The 5 Key Drivers Of Digital Transformation Today. [online] CIO. Available at: <https://www.cio.com/article/3198121/whats-now-in-digital-transformation.html> [Accessed 3 May 2020].
xli. Westerman, G., Bonnet, D. and McAfee, A., 2014. The Nine Elements Of Digital Transformation. [online] MIT Sloan Management Review. Available at: <https://sloanreview.mit.edu/article/the-nine-elements-of-digital-transformation/> [Accessed 2 May 2020].
xlii. Williams, H., 2019. Why Online Vs Offline Is A Retail Myth - Fast Growth Brands. [online] Fast Growth Brands. Available at: <https://www.fastgrowthbrands.com/2019/01/online-vs-offline-retail-myth/> [Accessed 15 May 2020].
xliii. Wills, B., 2018. 18 Major Benefits Of E-Commerce Business For Retailers & Customers In 2015. [online] Medium. Available at: <https://medium.com/@briannawillsss/18-major-benefits-of-e-commerce-business-for-retailers-customers-in-2015-63c5fc87f679> [Accessed 16 May 2020].
xliv. 2020. WHAT IS DIGITAL TRANSFORMATION?. [PDF] The Enterprises Project. Available at: <https://enterprisersproject.com/sites/default/files/what_is_digital_transformation.pdf> [Accessed 1 May 2020].
xlv. 2018. Gartner Identifies Six Barriers To Becoming A Digital Business. [online] Available at: <https://www.gartner.com/en/newsroom/press-releases/2018-07-25-gartner-identifies-six-barrier-to-becoming-a-digital-business> [Accessed 4 May 2020].
Cite this Article: