Digital Transformation in Retail: Strategies for Brick-and-Mortar Stores

Harsandaldeep Kaur

doi:10.36676/urr.v11.i4.1295

Authors

Harsandaldeep Kaur Associate Professor, University School of Financial Studies, Guru Nanak Dev University, Amritsar, Punjab https://orcid.org/0000-0003-3501-2186

DOI:

https://doi.org/10.36676/urr.v11.i4.1295

Keywords:

Digital transformation, Retail industry, Brick-and-mortar stores, Omnichannel strategy, Customer experience

Abstract

Digital transformation has become imperative for brick-and-mortar retail stores facing the challenge of adapting to evolving consumer behaviors and competitive pressures in the digital age. This paper explores strategies and best practices for leveraging digital technologies to enhance customer experience, optimize operations, and drive growth in traditional retail environments. The rapid adoption of online shopping, mobile commerce, and digital platforms has reshaped consumer expectations and shopping habits. Brick-and-mortar retailers must embrace digital transformation initiatives to remain relevant and competitive in a dynamic retail landscape. This study examines successful case studies and empirical research to identify effective strategies for integrating digital technologies into retail operations.

References

Berman, B., & Thelen, S. (2020). Digital transformation: Innovating the retail experience. John Wiley & Sons.

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice. Pearson Education Limited.

Dr. Rakesh Kumar. (2017). Traditional retail establishments are being impacted by the rise of e-commerce. Universal Research Reports, 4(13), 519–523. Retrieved from https://urr.shodhsagar.com/index.php/j/article/view/1233

Dr. Vandana Thakur. (2022). A REVIEW ON GROWTH OF E-COMMERCE IN INDIA. Innovative Research Thoughts, 8(1), 56–64. Retrieved from https://irt.shodhsagar.com/index.php/j/article/view/1101

Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.

Hokkanen, H., Walker, C., and Donnelly, A. (2020), Business Model Opportunities in Brick and Mortar Retailing Through Digitalization, Vol. 8, No. 3, pp. 33-61

Kane, G. C., Palmer, D., Phillips, A. N., Kiron, D., & Buckley, N. (2015). Strategy, not technology, drives digital transformation. MIT Sloan Management Review, 57(1), 14-16.

Katija Vojvodić. (2019). Brick-and-Mortar Retailers: Becoming Smarter with Innovative Technologies. International Journal of Strategic Management and Decision Support Systems in Strategic Management. 24 (2).

Lee, Y. K., Kim, T. G., & Park, D. H. (2019). The effect of retail digital transformation on online and offline purchase: A comparative analysis of two major retail channels. Journal of Retailing and Consumer Services, 50, 270-277.

Marr, B. (2019). Data-driven HR: How to use analytics and metrics to drive performance. Kogan Page Publishers.

Meyer, Michael; Helmholz, Patrick; and Robra-Bissantz, Susanne, "Digital Transformation in Retail: Can Customer Value Services enhance the Experience?" (2018). BLED 2018 Proceedings. 23. https://aisel.aisnet.org/bled2018/23

Rogers, D. L. (2016). The digital transformation playbook: Rethink your business for the digital age. Columbia University Press.

Rouse, M. (2021). What is digital transformation? Retrieved from https://searchcio.techtarget.com/definition/digital-transformation

Turban, E., Pollard, C., & Wood, G. (2018). Information technology for management: On-demand strategies for performance, growth and sustainability (11th ed.). John Wiley & Sons.

World Economic Forum. (2020). The future of retail: Consumer attitudes and the rise of online and mobile shopping. Retrieved from https://www.weforum.org/reports/the-future-of-retail-consumer-attitudes-and-the-rise-of-online-and-mobile-shopping