BMG814 (67215) The Digital Landscape

Module Code: BMG814 (67215)
Module Name: The Digital Landscape

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1. Does the growth in ‘online shopping’ mean the extinction of the typical ‘high street’ store?
There are number of factors behind high street store emergency; one of the cause is the
online shopping trend. Amazon is the first-class instance for this practice; Amazon is vending
everything at one place, which has enhanced the ease of the customers towards fulfilling their
needs, demands and requirements. Another motive is changing consumer tastes in addition to
product substitute choice in online spending. According to Simon Thomas of Moorfields
Advisory, the consumers spend maximum time in the stores, appearance product along with
finds substitute in online at low price so, in the end, buyer purchase that product online as
opposed to bodily stores as an instance Toys R Us facing similar challenges according to Mr
Thomas (Thomas 2018).
Nowadays, the client ought to be able to find nearly everything, tangible in addition to
the intangible product with service. Amazon achieves accolades and glory by practising product
diversification, which influences the purchasing power of the clients and customers. Typical
evidence of this lies in home décor, electrical appliances, prime videos, music, e-book, on-line
storage, electronics damage with breakdown guard cover and so on (Mohan 2018)
Customers face several issues in on-line buying. Firstly, value with the proper product
may not be delivered as supplied in on-line, it can differ in colour, size, or completely different
product. Secondly, the online website may also misguide consumers in terms of going back
policy (Yoon and Occeña 2015). Furthermore, the biggest issue with online purchasing is that of
quality and originality, which is not always matching with the uploaded image. They must offer
telephonic support so the client can directly call and talk about their problem. Therefore, thinking
about these troubles, the store cannot simply vanish. (Nagrale 2019)

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Somerville (2008) says that in the upcoming financial years, high streets need to come
back to the Victorian model, as in purchasing is all about social practice. People ought to get
used to on-line purchase along with looking for an opportunity to arrival high street. (Somerville
2008).
2. Examine the various models, ‘clicks’, ‘bricks’, ‘bricks & clicks’ and ‘clicks &bricks’. Which
if any is the most sustainable?
There are multiple ways to distribute products, and that is up to corporation that a way to
provide the product to the end customers and set up the delivery chain by the use of retailers,
intermediaries, suppliers and logistic wanders. 'Bricks' model is a traditional way of buying, and
a few of business enterprise provides service through 'bricks & clicks', in this model purchaser
can see product at store after which order on-line (Sundström and Radon 2015). In 'clicks &
Bricks' model, the patrons place order on-line after which take delivery from stores. If the
company's primary goal is to achieve high online profits than 'clicks' version is suitable in which
consumer order on-line along with preferring home delivery. So, here the internet will update all
different channels. Therefore, most of the organization may adopt 'clicks' version due to patron
influence in addition to price efficient (Chaffey and Chadwick 2002)
According to Willcocks and Plant (2001), the market chief and traditional enterprise
approached 'bricks & clicks' version to overwhelm the impact of on-line buying. According to
the reports, outsourcing and offshoring the businesses is an efficient means for dealing with the
competitive rivalry. So, overall patron also opts for this model because of several gains which
include they can have a look at product physically and then find a similar product at a reasonable
price.