THE SHIFT: OFFLINE RETAIL TO ONLINE RETAIL

Abstract

Purpose – This study aims to introduce the digital platform as a vital requisite for the retail businesses. In the era of social media, accessibility to internet, corona pandemic leading to contactless shopping, people getting glued to their gadgets, only modest attention has been devoted to the study of digitalization in the business sector and even less on the importance of the perils and promises of digitalization.

The goal of this study is to concentrate on the implications of digitalization on business firms.

Design/methodology/approach – This is a  conceptual paper, in which the authors’ approach is to carefully review relevant literature, and to lay out the reasons for including the various aspects of digitalization in retail business. It provides a model demonstrating the different factors that affect the adoption of this technology essential for the business firms these days, conceptualizing it for future research.

Findings – The authors find the various external and internal factors are changing according to the dynamics of the business and therefore they need to be critically assessed while strategizing for the goals of our business.

Originality/value – The intersection of digitalization and retail business is an under-researched topic. With this paper, the authors wish to begin to fill this critical gap.

Keywords- Digitalization, Digitisation, Pandemic, Retail business, Digital marketing capabilities, Marketing strategy.