Digital Transformation Physical Retailing â€Myassignmenthelp.Com

Question: Discuss About The Digital Transformation Physical Retailing? Answer: Introduction Retail Sector is now going through digital reinvention and renewal. Consumers are considering shopping as an important experience. This expectation of simple, easy and convenient purchasing experience remains same through online, physical stores, mobile application, and website or through other digital media. In this overall concept, consumer behaviour is changing and it is impacting the process of transformation in retail landscape. The shopping is now all about experience regardless of channels. The journey of consumer is more dynamic, continuous and complex in digital era. Retailers may add more value to consumers shopping experience through integration of retail channels, digital distribution channels and extensive sharing power of social media (Turow, 2014). Marks Spencer Retail Digital Disruption Marks Spencer is a British multinational retailer dealing in clothing business from a long time. From a strong dependency on physical mode of doing business, now it has felt that there is need of transformation from physical to digital. This company is now much more focused to bring digital culture which will support their online as well as multi-channel strategy. It has considered digital transformation as core part of their business. This company has understood the potential of adopting digital and forecasted digital adoption as critical to their business success. The best thing about their digital culture adoption is that the adoption has been advocated and supported by strong top management recommendations and well thought strategic planning (Piotrowicz and Cuthbertson, 2014). In store, Marks Spencer Team is using iPods and FaceTime to share views about their store and they are using it as collaborative digital tool. In recent times, Marks Spencer has made considerable IT investment to upgrade in-store WiFi facility. They have started their Sparks Loyalty Card to catch customer data and bring new insights through use of analytics. Marks Spencer has gained its increased revenue through well combination of better digital content and online commerce. Through improved IT infrastructure, Marks Spencer has provided Next Day Collect facility from stores, return facility to stores and stock indication level through its website. Through their online and offline approach, Marks Spencer has become a progressive multichannel retailer. Marks Spencer has revolutionised the concept of digitally enabled retail stores through Interactive Stores where large screen displays are placed and through which consumers can search, choose and pick their desired clothes. Also these display screens allow consumers to see how models are looking while wearing these cloths. This old retail store has made it digital makeover through providing digital kiosks and option of virtual makeover to their customers (Bilgihan, Kandampully and Zhang, 2016). Conclusion In conclusion, it can be said that Marks Spencer is providing better customer experience through its Omni-channel approach. It can be suggested that this experience can be improved through use of facial recognition, in-store smart stock tracking, augmented reality and smart lighting. All back office work must be well aligned to support uniform customer engagement and experience (Bennett and Azhari, 2015). References Bennett, D.R. and El Azhari, J., 2015. Omni-channel customer experience: An investigation into the use of digital technology in physical stores and its impact on the consumer's decision-making process. Bilgihan, A., Kandampully, J. and Zhang, T., 2016. Towards a unified customer experience in online shopping environments: Antecedents and outcomes.International Journal of Quality and Service Sciences,8(1), pp.102-119. Piotrowicz, W. and Cuthbertson, R., 2014. Introduction to the special issue information technology in retail: Toward omnichannel retailing.International Journal of Electronic Commerce,18(4), pp.5-16. Turow, J., 2014. The Digital Transformation of Physical Retailing.The Ubiquitous Internet: User and Industry Perspectives,25, p.146.