Influence of Digital Technology on Fashion Retail Management

This research aims to investigate the influence of digital technology on the management of a fashion retail business, using H&M as a case study. It explores the relationship between the increase in digital technology accessibility and the improved management performance of the company.

BSc (Hons) Business Management Top up
BMP6001 Dissertation
Dissertation Title
Name:
ID Number:
Supervisor:
Table of Contents
Abstract i
Acknowledgement ii

Glossary iii
List of tables iv
List of figures v
List of appendices vi
Chapter 1: Introduction 1-p
1.1 Background to research topic p
1.2 Background to research organisation p
1.3 Research rationale p
1.4 Research questions p
1.5 Research aims and objectives p
Chapter 2: Literature review p-p
2.1 Introduction of literature review p
2.2 Main body with heading and sub-headings p
2.3 Conclusion of literature review p
Chapter 3: Methodology p-p
3.1 Research process p
3.2 Research approach p
3.3 Research strategy p
3.4 Research methodology p
3.5 Research instruments/tools p
3.6 Sampling p
3.6 Ethical implications p
Chapter 4: Findings (data presentation) p
Chapter 5: Discussion (data interpretation) p

Chapter 6: Conclusion, recommendations and implications for
further research p
7.1 Conclusion p
7.2 Recommendations p
7.3 Implications for further research p
References p
Bibliography p
Word Count p
Appendices p

Abstract
Purpose – This research on accessibility of digital technology objectifies to investigate
the influence of digital technology on the management of an organisation. This research is
conducted using the case study of H&M and qualitative research methods. It provides the
exploration of the relationship between the increase of digital technology accessibility of a
company and the increased management performance of that company.
Design/methodology/approach – This present investigation is largely based on primary
research but includes the empirical framework of literatures that are based on digital
technology and its impacts on an organisation. The literature data in this research is collected
from books and journals. The primary data in this investigation is collected from the method
of survey using a questionnaire tool.
Findings – The most important finding which has been gathered from this investigation
is that the independent and dependent variables of this research are correlated to each other as
with the increasing digital technology accessibility of H&M, its management performance is
also increasing.
Practical implications – This investigation can be used to research on the positive and
negative influences which digital technology levies of a retail organisation.
Originality/value – This investigation paper is an academic study that has been
conducted considering H&M as the case study.
Key word – Digital technology, performance and management.
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Acknowledgement
At first, I would like to thank God to make me capable enough to do something
worthwhile.
I would especially like to thank my supervisor for his generous time and
commitment. Throughout my dissertation, he had taken his valuable time to help me
whenever I needed; read through my draft copies; listened to me patiently; quickly
answered all my email queries and supported me every step of the way. Starting
from refining the research topic, he has encouraged me to develop independent
thinking and greatly assisted me with writing.
Thanks to all of those Tesco employees who had taken time for filling in the
questionnaires in my research. Without their active participation it would not be
possible to carry out this research.
Last but not the least, I thank to my family members, friends and relatives for
their kind help and cooperation during the research period.
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Research Proposal
Title: - The influence that increasing digital access bring over the
management of fashion retailer
Background to research topic
The digital platform brings up several improvements within the business world by simplifying the
ways through which it is being operated. This is so because the digital platform provides businesses a
medium through which the work can be performed with the help of machines which not only make
the tasks easier but also help in reducing the time as well as resources required to perform those
practices. Now with the help of digitalise business practices it become easier for the businesses to
manage the data by recording it digitally, maintaining better relationship with stakeholders by
interacting them using digital media, provide better customer support assistance, making delivering
of product much easier, expanding the base of consumers and many more (Rovai, 2018). These all
are the changes that increasing access of digital platform brings to a business. Other than this, digital
access holds several other benefit for the fashion retailers as it provide them an opportunity to
perform market research, decode the behaviour of consumer, c hanging trends, upcoming demand,
approaching more people, connecting customer brand over a platform, present more options in
front of consumers all become possible due to digitalisation of business. For further investigating
about this current study is conducted by consider H&M which is consider among top big brand of
fashion retailing that make use of digital platform to run its business.
Background to research organisation
H&M is a larger multinational clothing retailing business which is best known for its fast fashion
clothing for women, man, children and teenagers. It performs its operations in more than 74
countries by maintaining around 5000 stores throughout the world. It is considered as second
largest fashion retailer around the well due to its market demand as well as performance among eth
customers (Yeung and Ang, 2016). The H&M not only present its success through physical store
chain rather it also become successful by maintaining its online presences and making its product
available to the people all over the world by making effective use of digital technology.
Research rationale
The main rationale behind conducting this study is to gather an understanding regarding the
changes that digital platform has bring within the business environment and manner in which it has
influence the way businesses operate today in this digital world. Other than this it will also provide
knowledge regarding the several digital medium that are getting popular these days among
businesses and improvement that it brings within several different businesses by focusing the study
over H&M one among best fashion retailer.
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Research questions
 Explain about the several different medium of digital access used in retail industry?
 What is the main influence of digital platform over the business of H&M?
 What is the relationship between increasing access to digital platform and improving
management of H&M?
Research aims & objectives
Aim
“To determine the influence that increasing digital access bring over the management of
fashion retail business”. A study on H&M.
Objective: -
 To identify several medium of digital access used in retail industry.
 To examine the influence of digital platform over the business of H&M.
 To ascertain the relationship between increasing access to digital platform and improving
management of H&M.
Research methodology
The methodology forms up a crucial part of a researcher by providing details about the set of
methods or techniques used to collect, interpret and represent the information in regard with the
objectives to be achieved. This act as a guidance for the investigator by directing them each and
each action regarding the method or approach to be used for performing a particular task effectively
as per the topic area which is being worked by them (Taherdoost, 2016). The current study involve
range of tools and methods within an investigation used by researcher which are mentioned below:
Research approach: - The analysis of gathered information is highly depend over the
approach which is selected by the researcher to evaluate the data. Therefore, it remains very crucial
for researcher to thoroughly judge and then make a decision over a particular approach that whether
they have to use inductive or deductive. As per the current area of study deductive approach will be
used as it support in evaluating the influence of increasing digital access over the fashion retailer
business by considering the quantified data. This support the researcher in presenting more accurate
data which is being extracted through properly figuring it.
Research strategy: - The strategy within an investigation is about the process used for
gathering the information regarding the area over which a research is being performed (Tuohy and
et.al., 2013). There are several strategies that are mainly used for performing the investigation such
as case study, survey etc. In order to perform this study survey method will be used to collect primary
information as it support in studying the view point of several people in this regard.
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Research methods: - The research method is refers to the type or sources that are used to
gathered the information regarding the research area. The success of an investigation depends on the
type of method used for collecting the information i.e. either qualitative or quantitative. Within this
investigation, quantitative method of investigation will be used that support in collecting the quantified
facts and information regarding the influence of digital platform over the management of fashion retail
business so that difference can be measured effectively (Walliman, 2017). On the other side, sources
of investigation also play a significant role within a study by providing the medium through which data
must be gathered i.e. either secondary or primary. Under this study both the sources will be used in
which secondary information will support in collecting information which is already being gathered by
some another person. This information will be gathered with the help of online sources like books,
journals, articles etc. Despite of this the primary information will be collected in order to get fresh and
new information about the study area. This will be collected with the help of preparing the
questionnaire as it support in collecting information quickly than any other method.
Research tool: - For collecting the information effectively to complete the requirement of
research objective, the investigator must adopt right tool. There are several tools used within an
investigation to gather the information such as interview, questionnaire, focus group, brain storming
etc. In order to collect information regarding the influence thar digital access bring over the methods
of managing business, questionnaire will be used as it help in gathering larger amount of data in less
possible time as it doesn’t require the presence of researcher in front of the respondent (Wiek and
Lang, 2016). This method is cost as well as time efficient.
Sampling: - It is defined as the method of selecting group of people from the total of
population that can provide information regarding the research area in such a manner that data can
be collected on behalf of whole. The sampling is mainly perform using two methods such as
probability or non-probability method. For performing the study over this research area the
probability method of sampling will be consider by the investigator as it support in making right
selection of candidate on random basis out of available one (Mackey and Gass, 2015). This support
in avoiding the chance of bias behaviour by providing equal opportunity to each individual for being
selected as a respondent for this study and provide information in this regard. Hence in current
study data will be gathered with the help of probability sampling where respondent size would be
employees of H&M.
Timescale
Time is considered to be a most crucial factor for an investigation as iot help in determining
the duration in which a research is to be performed so that appropriate scheduling can be
performed for the activities involved in it. For effectively presenting the time scale, Gantt chart is
used which is graphical representation of a set of activities involve within a study. This support in
scheduling the activity as per their priority and time taken by them and also support an investigator
by directing them over the actions to be taken and when.
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Resources
For performing an investigation there are number of resources that a researcher use so that
each and every actions can be performed effectively and support in achieving eth main aim behind
this study (Kumar, 2019). Among these resources, cost is most crucial one as investigator require
financial resources or fund in order to gather other resources for completing eth investigation. Other
then this for gathering information researcher require internet connection, stationary, computer
system etc.
1: Introduction
1.1 Background to research topic
In current competitive business environment, technology becomes increasingly
important that leads the organisation towards success. Digital access is referred as the ability
to participate completely in digital society. It involves access to technologies and tools like
computers and internet which enable for full participation (Böger, Wecht, and Stalder, 2019).
There are various levels of digital access as some people have more access to digital
technology and other people have less access. It is an important concept which allows fair
accessibility to technological tools and the ability to utilise it to enhance the processes of
businesses. Increased digitalization has an impact on business activities involving business
models of company by allowing different forms of cooperation between business entities and
lead to new products and services along with new form of relationship of organisation with
employees and customers. This report intent to determine the influence that increasing digital
access bring over the management of fashion retail business. In order to accomplish this aim
of project, the objectives and research questions are developing which provides path to
complete the research systematically.
1.2 Background to research organisation
Hennes & Mauritz (H&M) is one of the well-known Swedish multinational retailer of
clothing which offers fast fashion clothing for women, teenagers, children and men. The
company was founded in year 1947, around 73 years ago by Erling Persson and is
headquartered in Stockholm, Sweden. The company offers its products and services
worldwide. As of year 2019, Hennes and Mauritz perform its business operations in around
74 nations with 5000 outlets under different company brands. It is one of the largest global
clothing retailer which also has significant online presence along with online shopping
available in around 33 countries. As the access to digital technology is increasing very
rapidly, it impacts on management of fashion retailer (Mackey and Gass, 2015). Employing
technological tools in its business processes help the company in gaining competitive
advantage in market and accomplish growth and success for long term. The impact of
increasing digital access on management of fashion retailer company, i.e., Hennes & Mauritz
is determined in project.
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1.3 Research rationale
This investigation is based on the topic “The influence that increasing digital access
bring over the management of fashion retailer”. Performing research on this topic is
significant for researcher as it helps in gaining understanding about different mediums of
digital access which are utilised in retail industry. It also supports in determining the
influence of digital platform on business of fashion retailer company along with the
relationship between rising access digital technology and improving management of
organisation (Rovai, 2018). This report is highly significant for researcher in determining the
impact that maximizing digital access bring on management of fashion retailer. By knowing
the impacts, it enables organisation to develop appropriate strategies that will help in in
leading organisation towards success.
1.4 Research question (s)
The questions related to this particular investigation are as follows:
 Explain about the several different medium of digital access used in retail industry?
 What is the main influence of digital platform over the business of H&M?
 What is the relationship between increasing access to digital platform and improving
management of H&M?
1.5 Research aims and objectives
Aim: -
The aim of the investigation is “To determine the influence that increasing digital
access bring over the management of fashion retail business”. A study on H&M.
Objective: -
The main objectives related to this investigation are mentioned below:
 To identify several medium of digital access used in retail industry.
 To examine the influence of digital platform over the business of H&M.
 To ascertain the relationship between increasing access to digital platform and
improving management of H&M.
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Chapter 2: Literature review
2.1 Introduction of literature review
Literature review is referred as the survey of scholarly sources like books, articles,
journals and thesis associated with particular topic or question of research. In the research
project, the main purpose of performing literature review is to family arise researcher with
current state of knowledge on topic. It also assists in identifying the gaps between knowledge
and unresolved issues that the research project can address. This renders an overview of
important findings as well as debate associated with the topic (Wiek, and Lang, 2016). This
research project is performed on topic “To determine the influence that increasing digital
access bring over the management of fashion retail business”. A study on H&M. Different
literatures are reviewed and viewpoints of different authors are compared below on distinct
themes associated with the topic.
2.2 Main body with heading and sub-headings
Different medium of digital access used in fashion retail industry:
As per the view point of Yeung, and Ang, 2016, in current competitive business
scenario, internet has become more important in fashion retail outlet, that develops new
opportunities as well as challenges for merchandisers. There are several mediums of digital
access which are utilised in fashion retail industry. These medium includes mobile phone
applications, virtual reality, mobile wallet, self-checkout system, digital price tags, automatic
checkout, speed shop, smart shopping carts, QR codes etc. All these mediums enable an
organisation to access digitally by utilising these different medium. In the automatic checkout
system, use of combination of computer vision, sensor fusion technology and deep learning is
made in order to automate the process of payment as well as checkout (Mani, Kesavan, and
Swaminathan, 2015). This means consumer can enter into the outlet, pick up their items and
leave without checking out or queuing, while the payment is made automatically by an
application.
From the point of view of Watanabe, Naveed and Neittaanmäki, (2018), Out of the
various mediums that helps an organisation to access digital technology, the virtual retail
outlets are most trending in current scenario. These virtual outlets allow an effective client
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experience in which they sense the products not only by touch and sight but also by hear.
This type pf technology is only used by the retailers which deal in expensive products.
Another digital accessibility mediums trending in current scenario is self checkout which is
highly used by clothing and fashion retailers. This technology avoids human interaction and
saves time of the customers.
As per the view point of Vanessa Rodriguez Lang, (2020), fashion digital marketing
get product brings product in front of customers so that they can get aware of the brand,
attract towards it, buy the product and tune into brand ambassadors. Companies use artificial
intelligence in order to automate their supply chain and logistics processes so as to find
alternate routes and ensure faster delivery. It provided automated solution to monitor the
activities of consumers while shopping as well as visualizing their sentiments to know about
the kind of products they want or prefer to buy and ignore. Apart from this, as more shift is
going towards autonomous shopping, smart shopping carts are introduced by the fashion
retailers in order to eliminate checkout lines altogether. This help in eliminating the checkout
lines by designing new carts with the help of this technology (Fashion Digital Marketing,
2020).
Main influence of digital platform over the business of H&M:
As per the view point of Gao, and Su, 2017, Digital platform provides several
advantages to business and influence positively on its performance and productivity. It
provides a company with different benefits like satisfied customer service, improve customer
base, increased awareness of brand, maximize inbound traffic, enhanced sales and many
more. To using digital platforms, a company can be able to reach larger target markets and
attract more customers towards the brand. Digital platforms help in marketing and promoting
products and services of company in an effective way and aware customers about the features
and benefits of using the product and service. Apart from this, there are several digital
platforms that company can use including native advertising, Instagram, Snapchat, Facebook,
Google AdWords, YouTube etc. through which more number of customers can be attracting
by company towards brand as most of the people are using social media platforms very
frequently (Bonetti, Warnaby, and Quinn, 2018). So, using this platform proves to be
beneficial for the company in promoting its products and services and influence positively on
the business entity.
From the opinion of Giertz-Mårtenson, (2012), the most important influence of digital
technology over the performance of retail businesses is inventory transparency. Every retail
outlet faces the issue of inventory control as the challenges of inventory damage and theft is a
common situation for retail organisations. H&M is a growing organisation that uses digital
inventory system to maintain the transparency in the level of the inventory and this reduces
the risk of damage and theft. Another influential factor of digital technology is Omni channel
customer service. By using this technology, H&M is able to support their customers by
resolving their issues not only through customer care line but also through social media
platforms as well.
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According to CHEN, (2018), digital technology highly influence the business
operations of organisations engaged in retail industry such as H&M. Using digital
technology, H&M ensures to provide a unique experience to their customers. A trend in this
industry is observed to be hiked which is “Buy online pick in store”. Using this digital
technology, organisations like H&M has provided a convenience to their customers in which
they can select and buy the outfits online and then can pick up the same outfit from store.
This technology helps in providing a unique experience to the customers and it also reduces
the delivery hassle and charge. This digital technology has positively influences the business
of H&M as it satisfies the customers as their time is being saved (Fernie, and Sparks, 2018).
Apart from all the positive influences of digital technology, it is important to consider that
there are few negative influences as well which are faced by retail organisations including
H&M. Retail organisations deals in ample products and range of products and offering all
these product lines online using digital technology requires complex algorithms.
Relationship between increasing access to digital platform and improving management of
H&M:
According to Purwar, (2019), increasing accessibility to the digital technology has a
positive relationship with the improving management and performance of an organization;
specially when the organization is in retail industry. H&M is a leader of clothing products in
retail industry and in order to increase their digital accessibility, this company has come up
with their new website and a mobile application. This company also introduce various
electronic payments modes which has resulted in increasing the performance and lead to 22%
increase in the online sales. In 2018, this company has adopted a digital technology named
big data processing. This technology allowed H&M to analyses the big data using customized
algorithms. This data included only the information that every H&M customer provides to
this company at their own will and includes loyalty card information, web traffic and returns
(Bell, Gallino and Moreno, 2018). Using all these information, H&M identifies the customer
buying pattern along with trends in market and many more. This digital technology of big
data analysis has resulted into increase of market share of this company. Apart from the
performance of H&M, the management efficiency of this company has also been enhanced
due to digital technology.
As per the viewpoints of Böger, Wecht and Stalder, (2019), H&M started a mobile
friendly workforce management strategy in 2018. Under this strategy, H&M addresses the
reality of their workforce which stated that 80% staff of their company is a non desk staff
who are on their feet almost all the times. Considering this, H&M implemented an employee
communication platform that allowed all employees to chat with other team members. As per
the research of NICASIO, (2019), This digital technology was the solution and was mobile
friendly; this technology eliminated the hassle to maintain communication and enhanced the
management efficiency in the stores of H&M. Another example of H&M that can prove that
with the increasing digital technology accessibility, the managerial performance of a
company also increases is the initiatives of voice activated mirrors, AR Holograms and H&M
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Home stylist (Caro and Martínez-de-Albéniz, 2015). All these initiatives have reduced the
work burden of employees and resulted in management efficiency.
According to the viewpoint of Fernie, and Sparks, (2018), Increase access to digital
platform help in improving the management of H&M. The electronic modes introduced by
company for increasing its digital accessibility in market is resulted into increased
performance. There are several other retailers in the market like Zara, Uniqlo, Abercrombie
and Fitch, ASOS etc. which also make use of digital platform for improving their
management. But, H&M used mobile friendly workforce management strategy which is
highly assistive in addressing the reality of workforce. Apart from this, implementation of
employee communication platform is highly assistive in interacting with other team members
that provides competitive advantage to H&M in market and improving the management of
company. So, it can be said that increasing access to digitalization is highly linked to improve
the management of organisation.
2.3 Conclusion of literature review
The above literature review provides the conclusion that a retail organization such as
H&M is growing in a competitive market by improving their digital accessibility. By using
digital technology, H&M is providing satisfactory customer support and effective services.
Although the influence of digital technology on H&M is both positive and negative but the
relationship between digital technology enhancement and the increase in company’s
performance is aligned. From the above review of literature, it can be said that there are
different mediums of digital access which can be utilised by fashion retail organisations
improve their accessibility in market. This medium is including virtual reality, smart
shopping carts, self-checkout system etc. In current scenario, virtual retail outlets are trending
and allow excellent client experience in which customers can sense the products through
sight, touch and hear. Digital platforms highly influence on the business and provides it with
several advantages including improved sales, maximize customer base, improve brand
awareness, satisfied customer service and increased inbound traffic. It is assistive in
marketing and promoting products and services of the company effectively. There is a
positive relationship between increasing access of digital platform and enhancing
management of H&M. As the company increases its access on digital platform, it ultimately
helps in improving the management of company and running its operations more effectively.
Chapter 3: Methodology
3.1 Research process
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The process of research involves determining, locating, analyzing information which
required to support the research question and developing and expressing the ideas
of researcher. It includes some steps which will help in performing the research in
systematic manner. These steps include identification of issue, review of literature,
clarify the issue, clearly define the concepts and methods, defining the population,
development of instrumentation plan and collection and analysis of data (Thomson,
and McLeod, 2015). In performing this particular research, all these steps are
followed by researcher. The researcher first identified the issue and then collect the
data through performing literature review. After that, different methods will be used to
perform the study systematically, data is collected and analyzed and then the
outcomes of research will be drawn.
3.2 Research approach
Research approaches the procedure that includes series of steps of collecting,
analyzing and interpreting data which is based on the nature of issue that is being
addressed in the research. Mainly two types of approaches are utilized in research
involving inductive and deductive. The inductive approach initiates with data
collection related to topic. On the other hand, deductive approach takes steps which
are detailed earlier for inductive study and reverse their order. In this investigation,
the use of detective approaches is made as it is based on existing theory and
designed to test hypothesis (Gabriel, 2015).
3.3 Research strategy
Research strategy is termed as overall plan for performing a particular study. It
details the way an investigator intends to perform the work. There are different
strategies which researcher can use while performing study including experimental
research, case study, survey, interview, action research and systematic literature
review. In this particular investigation, the researcher make use of survey strategy as
this is linked which directive approach and is one of the economical and finest
strategy of research. It helps researcher in collecting reliable data so as to draw valid
conclusion.
3.4 Research methodology
Research methodology includes in specific procedures which researcher is used to
determine, select, process and assess information regarding a particular topic. It
allowed researcher to critically evaluate the overall reliability and validity of
investigation. The two methods that researcher can use in the investigation includes
qualitative and quantitative research methods (Kumar, 2019). In qualitative method,
researcher collect non numerical data which is based on qualitative aspects.
Whereas, quantitative method is associated with collection of numerical data on the
particular topic of research. This investigation make use of quantitative research
method in which numerical information is collected so as to ensure the accuracy of
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data and valid conclusion can be drawn. Quantitative method is an appropriate
method for performing this investigation as with the assistance of this, researcher is
able to gather information in numerical form which ensures more reliable and valid
outcomes of research. The data is collected through both the methods of collection,
i.e., primary and secondary. Questionnaire tool is used to gather the first hand
information and books, articles and journals are used to collect second hand data
(Walliman, 2017).
3.5 Research instruments/tools
Several tools and research including questionnaire, interview, case study etc. with
the help of which researcher can gather data. In this investigation, the researcher
use questionnaire tool which consists of set of questions. It is a document which is
provided to respondents to fill their responses. The questionnaire prepare for this
research is mentioned below:
Questionnaire
Name:
Age:
Address:
Email:
Q 1) Do you have an understanding about digitalization?
a) Yes
b) No
Q 2) As per your perception, to what extent digital platform is significant for
Hennes & Mauritz in improving brand awareness?
a) Highly significant
b) Significant
c) Neither significant nor insignificant
d) Insignificant
e) Highly insignificant
Q 3) Which medium of digital access can be most appropriate for Hennes &
Mauritz to use in fashion retail industry?
a) Mobile phone app
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b) Virtual reality
c) Self-checkout systems
d) Digital price tags
Q 4) What is the benefit that digital platform brings to business of Hennes &
Mauritz ?
a) Satisfying customer service
b) Increased inbound traffic
c) Increased brand awareness
d) Improved consumer base
e) Enhanced sales
Q 5) Which digital platform is most appropriate for Hennes & Mauritz in
promoting or marketing its business?
a) Google AdWords
b) Facebook
c) Instagram
d) Native advertising
e) Snapchat geofilters
Q 6) How digital platform influence the business of Hennes & Mauritz?
a) Positively
b) Negatively
c) Neither positively, nor negatively
Q 7) What is the opportunity that Hennes & Mauritz get by entering into e-
commerce in fashion retail industry?
a) Technological innovation
b) International growth
c) Personalization
d) Reduced barrier to entry
Q 8) What is the relationship between maximizing access to digital platform
and enhancing management of Hennes & Mauritz?
a) Positive relationship
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b) Negative relationship
c) Neither positive relationship nor negative relationship
Q 9) Which is the challenge did management of Hennes & Mauritz may face
while using digital platform for promoting business?
a) New regulatory constraints
b) Leadership
c) State of existing information technology
Q 10) Which is the most appropriate strategy to promote digital access in
Hennes & Mauritz?
a) Encourage BYOT, BYOA, BTOD
b) Gamification
c) Go online
Q 11) Suggest some appropriate way to improve digital access in Hennes &
Mauritz
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
3.6 Sampling
The process of collecting sample from huge population is termed as sampling. It can
be done in two ways probability and nonprobability. When the chances of selection
of each respondent is equal, then it is termed as probability sampling and its
chances are not equal and respondents are selected on the basis of judgement, then
it is non probability sampling (Tuohy, and et.al., 2013). This research considers
probability sampling in which random sampling method is utilize as by this, the
investigator can ensure that biasness cannot take place while selecting sample. 30
respondents are selected to fill the questionnaire who are the employees of Hennes
& Mauritz. The employees are approached through making use of emails. The
questionnaire is emailed to the employees to fill their responses and ask them to
send back on the same mail.
3.6 Ethical implications
Some ethical implications also need to consider by researcher at the time of
conducting research. They must ensure that the privacy must be maintained and the
data and personal information of respondents must not be shared from third party. In
addition to this, maintaining confidentiality and anonymity of data is also necessary
and it is the responsibility of investigator to keep the data confidential (Taherdoost,
2016). Apart from this, taking consent from the respondents is also required before
they participate in the research. The researcher required to ensure that an informed
consent can be taken of all respondents.
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Chapter 4: Findings (data presentation)
Q 1) Do you have an understanding about digitalization? Frequency
a) Yes 27
b) No 3
Q 2) As per your perception, to what extent digital platform is
significant for Hennes & Mauritz in improving brand
awareness?
Frequency
a) Highly significant 14
b) Significant 10
c) Neither significant nor insignificant 2
d) Insignificant 3
e) Highly insignificant 1
Q 3) Which medium of digital access can be most appropriate
for Hennes & Mauritz to use in fashion retail industry?
Frequency
a) Mobile phone app 8
b) Virtual reality 8
c) Self-checkout systems 7
d) Digital price tags 7
Q 4) What is the benefit that digital platform brings to
business of Hennes & Mauritz ?
Frequency
a) Satisfying customer service 6
b) Increased inbound traffic 5
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c) Increased brand awareness 6
d) Improved consumer base 7
e) Enhanced sales 6
Q 5) Which digital platform is most appropriate for Hennes &
Mauritz in promoting or marketing its business?
Frequency
a) Google AdWords 6
b) Facebook 5
c) Instagram 6
d) Native advertising 7
e) Snapchat geofilters 6
Q 6) How digital platform influence the business of Hennes &
Mauritz?
Frequency
a) Positively 18
b) Negatively 8
c) Neither positively, nor negatively 4
Q 7) What is the opportunity that Hennes & Mauritz get by
entering into e-commerce in fashion retail industry?
Frequency
a) Technological innovation 7
b) International growth 8
c) Personalization 7
d) Reduced barrier to entry 8
Q 8) What is the relationship between maximizing access to
digital platform and enhancing management of Hennes &
Frequency
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Mauritz?
a) Positive relationship 24
b) Negative relationship 3
c) Neither positive relationship nor negative relationship 3
Q 9) Which is the challenge did management of Hennes &
Mauritz may face while using digital platform for promoting
business?
Frequency
a) New regulatory constraints 10
b) Leadership 10
c) State of existing information technology 10
Q 10) Which is the most appropriate strategy to promote
digital access in Hennes & Mauritz?
Frequency
a) Encourage BYOT, BYOA, BTOD 9
b) Gamification 7
c) Go online 14
Q 11) Suggest some appropriate way to improve digital access in Hennes &
Mauritz
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Chapter 5: Discussion (data interpretation)
Theme 1: Understanding about digitalization
Q 1) Do you have an understanding about digitalization? Frequency
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a) Yes 27
b) No 3
a) Yes b) No
0
5
10
15
20
25
30 27
3
Frequency
Interpretation: As per the above chart, it can be interpreted that according to 27 out
of 30 respondents, they have understanding about digitalization and the remaining
three respondents have not any understanding about digitalization. As per the view
point of Cho, and Lee, (2017), today, most of the people are aware of the concept of
digitalization and know its significance.
Theme 2: Extent to which digital platform is significant for company in
improving brand awareness
Q 2) As per your perception, to what extent digital platform is
significant for Hennes & Mauritz in improving brand
awareness?
Frequency
a) Highly significant 14
b) Significant 10
c) Neither significant nor insignificant 2
d) Insignificant 3
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e) Highly insignificant 1
a) Highly
significant b) Significant c) Neither
significant nor
insignificant
d) Insignificant e) Highly
insignificant
0
2
4
6
8
10
12
14
14
10
2
3
1
Frequency
Interpretation: According to the above chart, it can be interpreted that out of 30
respondents, 14 said that digital platform is highly significant for company in
improving brand awareness, 10 people said that it is significant, according to 2
respondents, it is neither significant nor insignificant, three respondents said that it is
insignificant and according to the remaining one respondent, it is highly insignificant
in improving brand awareness of company. According to the viewpoint of Zamani,
Sandin and Peters, 2017, digital platform plays crucial role in improving brand
awareness of company which ultimately helps in attracting more customers.
Theme 3: Most appropriate medium of digital access that can be use by
Hennes & Mauritz in fashion retail industry
Q 3) Which medium of digital access can be most appropriate
for Hennes & Mauritz to use in fashion retail industry?
Frequency
a) Mobile phone app 8
b) Virtual reality 8
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c) Self-checkout systems 7
d) Digital price tags 7
a) Mobile phone
app b) Virtual reality c) Self-checkout
systems d) Digital price
tags
6.4
6.6
6.8
7
7.2
7.4
7.6
7.8
8
8 8
7 7
Frequency
Interpretation: The above chart shows that according to 8 out of 30 respondents,
mobile phone application is the appropriate medium of digital access for Hennes and
Mauritz to utilize in fashion retail industry, 8 people said that virtual reality is
appropriate, seven said that self-checkout systems are appropriate and according to
the remaining seven respondents digital price tags is the appropriate medium of
digital access for company. According to the opinion of Gao, and Su, 2017, Mobile
application is the most appropriate tool or medium of digital access for company.
Theme 4: Benefit that digital platform brings to business of Hennes & Mauritz
Q 4) What is the benefit that digital platform brings to
business of Hennes & Mauritz ?
Frequency
a) Satisfying customer service 6
b) Increased inbound traffic 5
c) Increased brand awareness 6
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d) Improved consumer base 7
e) Enhanced sales 6
a) Satisfying
customer
service
b) Increased
inbound traffic c) Increased
brand
awareness
d) Improved
consumer base e) Enhanced
sales
0
1
2
3
4
5
6
7 6
5
6
7
6
Frequency
Interpretation: According to the above chart, it can be integrated that 6 out of 30
respondents said that satisfying customer service is the benefit of digital platform for
business, 5 respondents said that increased inbound traffic is the benefit, according
to six respondents, increased brand awareness is the benefit, seven respondents
said that improve customer base is the benefit and according to the remaining six
respondents, enhanced sales is the benefit for organisation of using digital platform.
According to the viewpoint of Purwar, (2019), digital platform is highly effective in
attracting more number of customers and provides benefits to organisation in terms
of improved consumer base, satisfying customer service and enhanced sales.
Theme 5: Most appropriate digital platform for Hennes & Mauritz in promoting
or marketing its business
Q 5) Which digital platform is most appropriate for Hennes &
Mauritz in promoting or marketing its business?
Frequency
a) Google AdWords 6
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b) Facebook 5
c) Instagram 6
d) Native advertising 7
e) Snapchat geofilters 6
a) Google
AdWords b) Facebook c) Instagram d) Native
advertising e) Snapchat
geofilters
0
1
2
3
4
5
6
7 6
5
6
7
6
Frequency
Interpretation: The above graph shows that according to 6 out of 30 respondents,
Google AdWords is the most appropriate digital platform for company in promoting or
marketing its business, 5 said that Facebook is the appropriate platform, according
to six respondents Instagram is appropriate, 7 respondents said that native
advertising is appropriate and according to the remaining six respondents, Snapchat
geofilters is the appropriate tool or digital platform for company to promote its
business. As per the opinion of Gao, and Su, (2017), Facebook is the most
appropriate tool that a company can use to promote its business effectively as there
are many number of people access Facebook on daily basis which helps company in
gaining their attention.
Theme 6: The way digital platform influences the business of Hennes &
Mauritz
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Q 6) How digital platform influence the business of Hennes &
Mauritz?
Frequency
a) Positively 18
b) Negatively 8
c) Neither positively, nor negatively 4
a) Positively b) Negatively c) Neither positively, nor
negatively
0
2
4
6
8
10
12
14
16
18
18
8
4
Frequency
Interpretation: As per the above graph, it can be interpreted that according to 18 out
of 30 respondents, digital platform positively influences the business of Hennes &
Mauritz, 8 respondents said that it negatively impacts the business and according to
the remaining four respondents, it neither impact positively nor negatively on the
business. According to the opinion of Watanabe, Naveed and Neittaanmäki, (2018),
Digital platform positively influences businesses as it provides it with various
advantages including increase customer base, generate more traffic etc.
Theme 7: Opportunity that company get by entering into e-commerce in
fashion retail industry
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Q 7) What is the opportunity that Hennes & Mauritz get by
entering into e-commerce in fashion retail industry?
Frequency
a) Technological innovation 7
b) International growth 8
c) Personalization 7
d) Reduced barrier to entry 8
a) Technological
innovation b) International
growth c) Personalization d) Reduced barrier
to entry
6.4
6.6
6.8
7
7.2
7.4
7.6
7.8
8
7
8
7
8
Frequency
Interpretation: According to the above chart, it can be interpreted that according to
7 out of 30 respondents, technological innovation is the opportunity that company get
by entering into e commerce, according to 8 respondents, international growth is the
opportunity, seven respondents said that personalization is the opportunity and as
per the remaining 8 respondents reduced barrier to entry is the opportunity that
company can get by entering into electronic commerce.
Theme 8: Relationship between maximizing access to digital platform and
enhancing management of company
Q 8) What is the relationship between maximizing access to
digital platform and enhancing management of Hennes &
Frequency
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Mauritz?
a) Positive relationship 24
b) Negative relationship 3
c) Neither positive relationship nor negative relationship 3
a) Positive relationship b) Negative relationship c) Neither positive
relationship nor negative
relationship
0
5
10
15
20
25
24
3 3
Frequency
Interpretation: According to the above chart, it is interpreted that according to 24
out of 30 respondents, the relationship between maximizing access to digital
platform as well as enhancing management of company is positive, three
respondents said that there is negative relationship and according to the remaining
three respondents, there is neither positive nor negative relationship. As per the
opinion of Watanabe, Naveed and Neittaanmäki, (2018), there is a positive
relationship exist between maximizing access to digitalization and enhancing
management of company.
Theme 9: Challenge that management of company may face while using digital
platform for promoting business
Q 9) Which is the challenge did management of Hennes &
Mauritz may face while using digital platform for promoting
Frequency
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business?
a) New regulatory constraints 10
b) Leadership 10
c) State of existing information technology 10
a) New regulatory
constraints b) Leadership c) State of existing
information technology
0
1
2
3
4
5
6
7
8
9
10
10 10 10
Frequency
Interpretation: The above chart depicts that according to 10 out of 30 respondents,
new regulatory constants is the challenge that management of company face while
using digital platform to market business, 10 respondents said that leadership is the
challenge and according to the remaining 10 respondents state of existing
information technology is the challenge that management of company face at the
time of using digital platform. According to the viewpoint of Böger, Wecht and
Stalder, (2019), New regulatory constant is the major challenge that management of
organisation face at the time of utilizing digital platform.
Theme 10: The most appropriate strategy to promote digital access in Hennes
& Mauritz
Q 10) Which is the most appropriate strategy to promote
digital access in Hennes & Mauritz?
Frequency
a) Encourage BYOT, BYOA, BTOD 9
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b) Gamification 7
c) Go online 14
a) Encourage BYOT,
BYOA, BTOD b) Gamification c) Go online
0
2
4
6
8
10
12
14
9
7
14
Frequency
Interpretation: As per the above graph, it can be interpreted that according to 9 out
of 30 respondents, encourage BYOT, BTOD and BYOA is the appropriate strategy to
promote digital access in company, seven respondents said that gamification is the
appropriate strategy and according to the remaining 14 respondents, go online is the
most appropriate strategy for company to promote digital access.
Chapter 6: Conclusion, recommendations and implications
for further research
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6.1 Conclusion
As per the above mentioned report, it has been concluded that in the current
competitive business surroundings, it is very crucial for the organisation to have
digital access in order to get success in the market. Digitalization has impacted
positively on the business and lead it towards development of new products and
services. In order to increase the digital access, there are several mediums that can
be used by the organisation including mobile wallet, automatic checkout system,
virtual reality, digital price tags, smart shopping cards etc. All these mediums will
help the organisation in providing customers with excellent experience. Digital
platform influence positively on the business of fashion retail company. By using the
platforms like Google AdWords, Facebook, Instagram, Snapchat etc. the companies
can reach to last target market.
By the use of technology, an organisation can mitigate the needs and requirements
of customers as well as support them by resolving their issues by using different
digital platforms. However, there are some negative influences also of using digital
technology including it requires complex algorithms. There is a strong interlink
between accessibility of digital technology and improving management as well as
performance of organisation. It helps in improving the performance of management
within the company which ultimately result in improving productivity. Digital
technology helps in improving the interaction of company with customers. With the
help of technologies like self-checkout systems, it reduces the time of customers as
they are not requiring to stand in queue and waiting for payments. When an
individual makes their purchase, with the help of digital technology, they can have
made the payment easily. Accessibility to digital technology impacts positively in
improving the performance of management and company.
6.2 Recommendations
As per the above discussion, it can be said that access to digital technology will
provide several benefits to the company in terms of improving productivity,
increasing performance, improved management etc. So, it is recommended to the
company that it should stay updated with the digital technology and make use high
end technology in its processes and operations in order to provide customers with
excellent experience on continuous basis. Constant use of advanced digital
technology will provide competitive advantage to the company in the market and also
29 | P a g e

helps in improving its operations and reducing the cost of operations. Apart from this,
the leader of company must adopt appropriate leadership style as per the situation of
the company. This will help in keeping the employees motivated and embrace
change in the organisation. Use of effective leadership will help in executing the
change in an effective way and make the employees feel comfortable in adopting
and implementing the change successfully in the organisation.
In addition to this, it is also necessary for the organisation to follow all the rules and
regulations related to digital technology. The company must ensure that all the
regulations are followed within the company in order to run its business operations
smoothly. Moreover, it is also necessary to provide appropriate training and
education to the employees related to the technology. So, the Hennes and Mauritz
should develop an appropriate training programme that will help managers and other
employees to learn to operate new technology effectively and improve the efficiency
of operations of company.
6.3 Implications for further research
This research is highly significant and helps me in improving my knowledge and
understanding relate to the topic. By performing this research, I learnt a lot which will
also help in performing the another research more effectively. In this research, I use
deductive approach which is based on the existing theory and factual knowledge.
However, if I will perform the research next time on the similar I can use inductive
approach too. Apart from this, for collecting primary data, I made use of
questionnaire tool as it helps me in collecting the more accurate data. However, I
feel that I can also use interview method as for collecting data by using questionnaire
tool, it takes a lot of time. So interview method can also be appropriate for
performing the research. My overall experience of performing this study is excellent
and I learnt so many things which will help me in future in performing the
investigation more effectively. However, I also faced some difficulties in collecting
data. It was very difficult to collect data through questionnaire as some of the
respondents refused to fill the questionnaire. But, with the support of team members,
I was able to collect adequate amount of data on time. If I get chance to conduct
study, the experience of this research will make me able to perform it effectively. The
learning from this investigation make me able to make use the appropriate methods
as per the type of study.
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Word Count
xxxxx words
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Appendices
Appendix 1. A blank copy of questionnaire/interview script
Start writing here
Appendix 2. A sample of completed questionnaire/ A sample of
Interview Transcript
Start writing here
Appendix 3. Data Analysis
Start writing here
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