Impact of Digital Technology on Business Operations in the Retail Sector: A Study on Unilever

This research study aims to determine the impact of digital technology on the business operations of the retail sector, with a focus on Unilever. It explores the concept of digital technology, its impact on business operations, and the steps involved in adopting digital technology properly. The research methodology includes a positivist approach and data collection through questionnaires and secondary sources.

Business Research Plan

Table of Contents
INTRODUCTION.......................................................................................................................................4
LITERATURE REVIEW............................................................................................................................5
AIM AND OBJECTIVES...........................................................................................................................9
RESEARCH METHODOLOGY..............................................................................................................10
ACCESSIBILITY.....................................................................................................................................12
ETHICAL ISSUES....................................................................................................................................12
SIGNIFICANCE.......................................................................................................................................13
DELIVERABLES.....................................................................................................................................13
REQUIRED RESOURCES.......................................................................................................................14
IMPLEMENTATION TIME TABLE (GANTT CHART)........................................................................14
BUSINESS RESEARCH PLAN EVALUATION.....................................................................................16
REFERENCES..........................................................................................................................................18

INTRODUCTION
To those in tech field, digital technology is not just an option. Digital technology
provides market possibilities and advantages across all the age groups and covers all industries.
The digital transformation is open and feasible for all companies because it involves simply
improving processes, involving talented workers within the organization and creating fresh,
sustainable business models. Digital technology is growing rapidly and developing, increasing
competition and need for rapidly changing companies. With businesses it was never easier to
ignore the importer (Ivanov, Dolgui and Sokolov, 2019). Digital technologies can lead to better
communication, teamwork, content management, data and social networking access and also
employees and customer experience. More importantly, ability of company to rapidly grow and
focus on new markets; unlock and create partnerships; attract new consumers and extend your
brand as innovator to many, new and already established customers. Successful businesses
embrace technology to build digital places of work which improve business coordination. In
context to retail, Technological advances, such as mobile computing and data processing have
made contact with and comprehension of consumers simpler for retailers than ever before.
Through a customer relationship (CRM), company will take business and customer relationship
to next level. Unilever is British Dutch multinational consumer products firm and it’s
headquarter is in London, UK. It was founded in year 1929 through Alan Jope. The business uses
data in order to turn soup into noodles, which is obviously clear of several of its peers' related
efforts. Unilever focuses on making the connected world simpler, safer, more market and
customer-centered and ready for future. They must be digitally empowered to be much more
agile as company. To order to render Unilever more competition able to an ever-digitized world,
they are driving digital transformation from the production and innovation, to marketing and
sales. Unilever's management team recognizes that emerging technology changes customer
relations. The organization does not report the IT budget of Unilever, a major consumer goods
group. Unilever’s global CIO Jane Moran leads the IT investment plans of company. To link its
supply chain with suppliers and customers Unilever invests in networking, Internet of the Things
(IoT), Robotics, Artificial Intelligence (AI) and Augmented Reality (AR). Marc Engel is
Unilever’s representative in the supply chain (Tönnissen and Teuteberg, 2020).

LITERATURE REVIEW
Literature review has been considered as one of the necessary part of research project
because this helps in providing the detailed information regarding the particular subject area by
using the different sources such as books, articles, journals and magazines and others. Through
literature review, researcher can able to examine the research objectives in a detailed manner. In
this part of research, there have been different opinions and view points of the researchers
considered. In the current Investigation, impact of the digital technology on the operations of
business in retail sector have been discussed in detail way (Gölzer and Fritzsche, 2017).
Digital technology
According to opinion of Paul Jackson (2018) Digital technologies are the electronic tools
common devices resources and Systems which generate process the data. Digital technology is
enabled the better amount of the information that compressed on less storage devices which can
preserved easily as well as transported. It has transformed how the people learn communicate
and also work. In the business, use of digital technology is benefit in its internal as well as the
external operations. The Information Technology has changed infrastructure and also operations
of the business from time and the internet is widely available to the person and businesses. From
the digital technology used to by the business in order to develop new value in the business
models internal capability and the customer experience that supports the core business
operations. The digital technology is an integration of the transformation in all the areas of
business mail is changing how to operate as well as deliver the value to consumers. This is
cultural change that needs form to challenge the status and experiment and also get comfortable
with the failure. The digital technology is helpful in communicate with the customer’s instantly.
To communicating with the potential consumers can be like spinning a roulette wheel. It is
representing marketing message of an organization that will spin as well as wheel turns before
landing finally on customers. In context to this, social media acts as reveal itself and permit the
form to communicate with the people in public venue and also providing channel to promote the
products and services. Technology is changing way and industry does business through helping
to develop the efficiencies and provide the better goods and services and also save the money.
The retail businesses are adopting the digital technology to their benefits. Digital technologies
have never had a problem of caring more data but analyzing it and also using data to solve

issues. In order to change it, predictive analytics is necessary. In this present time, retailers can
be more proactive regarding future through analyzing the customer behavior and also trained
from past. When the Retreat was analyzed the data successful if they are able to understand the
necessary information regarding the purchasing behavior of consumers former address their
requirements and also personalized shopping experience. Predictive analytics is helpful to
retailer to be smarter minimize, cost and more efficient.
Impact of digital technology on business operations
EDWARD MERCER (2020) the technology has an effect on the ability of a organization
to connect with clients. There was a mistake. Quick shipping options enable companies to
transfer goods across a wide geographical region. When consumers are make use of technology
to communicate with a product, business benefits from enhancing connectivity creating a
stronger public image. Innovation expresses itself in tiny details in everyday business operations,
from changing customer tastes to reshaping product production and marketing. This has
enhanced investment and workers ' productivity, accelerated economic growth, encouraged
interdependence among modern industries and allowed to deployment of the new technologies.
Digital technology helps in enhancing the productivity of company. For most business activities,
product creation and workplace technology advancement improve productivity. While it is
arguable exact scale of the change, certain innovations like e-mails make communication quicker
and easier. In relation to improving growth of each investment in areas without losing the
experience of the client, realistic management software or online customer support minimize
personal attention. Management of practice software is used by different technical industries like
legal software, software for accounting and medical software. The technology of industry allows
businesses develop their methods of communication. For instance, email, text, web sites and
apps promote enhanced customer communication (Paspalakis, 2018). Use many forms of contact
on information technology; businesses will saturate their message on economic market. Via these
online communication systems, businesses may gain more customer input. Technology improves
contact between offices. Virtual intranet software for instance, offers a centralized interface for
workers to view and update internal records and contracts and transfer related data instantly to
other departments.

STEVEN SCHECK (2020) the growth in IT has paved way for numerous developments.
Information technology has had a huge influence on many areas of companies. Increasingly,
businesses are taking the advantage of digital technologies in order to boost their prospects by
digitalizing knowledge. Information technology was essential to the full completion of this
project. Lives of people have significantly changed with information technology. It gives
businesses the potential for data analysis and market strategies. The use of IT ensures reliable
data analyzes and therefore revenues are optimized. IT facilitates the creation of automated
business processes. It not saves time but also significantly reduces running costs. The saved time
can be used to work on other activities and thereby greatly speed up the business processes.
Customer data collection, management processes such as billing, monitoring reports, etc. can be
done easily. Most automation tools can be used for this purpose.
Different steps through which a company adopts digital technology properly
Anurag (2020), Digital adoption is process whereby person can learn modern technology
completely and implement digital processes for particular reasons successfully. Digital adoption
is transition and learning mechanism which enables persons to understand value of digital
technologies, to embrace and use them to fulfill their goals, to exploit each and every technology
to improve process innovation optimization.
Establish new business process- Through the modernization of current company
structures, digital transformation starts. It may be full operations, or something such
as optimizing the system for customer reviews. As CIO (or CxO), a method that operates
efficiently for a organization for years may be difficult to alter (Strandhagen and et. al., 2017).
This is basic issue of digital transformation that involves measured risks. To figure out processes
with an optimal potential they will have to evaluate markets and internal business data.
Identify key technologies- Although several new technologies have shown fast
expansion and acceptance, it does not mean that most of them have to be introduced in sector.
Depends about how try to maximize the option of technology. Indeed, technology is only a way
of promoting the concept. Individuals often get confused and seek to incorporate new technology
in their present business processes. The emphasis will be on identifying and implementing
solutions that are appropriate for business goals.

Decipher Paradigm of Innovation- It is extremely doubtful that can find best match in
first attempt at digital transformation. Even if company considers they ready, mechanism will be
required in future, to easily introduce technological innovations. This ensures that company
switches from conventional hierarchy to more workers on the bottom of the line. This means
redefining society in order for views and change to be accepted rather than marginalized in a
diverse world (Hess and et. al., 2016).
Construct Talent Pool- Company will need knowledgeable and professional workers
who are eager to translate the concepts into an actionable plan in order to incorporate
groundbreaking technologies. The introduction of new technology is hard without professional
IT experts. Instead, it is possible to outsource the job for IT companies that are specialists in
technology.
Define roadmap- The whole process should be completed in stages. Until proceeding
with strategy, company can first test assumption on small scale. Each stage will end with a risk-
mitigating milestone, i.e. a result that indicates a reduction of risk of implementation. Evidence
of risk reduction milestones include stable acceptance by top management, supporting vendors
etc.
Determine KPI- When all digital transformation steps have been completed, it is time to
correct them. Based on market dynamics and performance, it is very important to periodically
change plan. You need to change plan constantly before company find the correct technologies
and digging method

AIM AND OBJECTIVES
Aim
“To determine the impact of digital technology on the business operation of the retail
sector.” A study on Unilever.
Objectives
 To understand the concept of digital technology.
 To determine the impact of digital technology on business operations.
 To identify different steps through which a company adopts digital technology properly.
Questions
 What is digital technology?
 What is the impact of digital technology on the operations of business?
 What are the different steps through which a company adopts digital technology
properly?

RESEARCH METHODOLOGY
Research methodology is explained as process which is mostly used in collection of the
varied as well as reliable information related to impact of digital technology on the business
operations. Under this part of research, there are various methodologies included in collection of
the information. In doing the research methodology, there has been the research onion used by
considering the different layers. The various layers included in the research onion are given
below:
Research philosophy- Research philosophy introduces as set of the philosophies related
to stance from which an investigation is mainly conducted. There are interpretivism and
positivism two different kinds of the research philosophies. In the interpretivism philosophy,
researcher claims that this mainly observed understanding and also reality of perception. Other
than this, in positivism philosophy, knowledge is mainly based on study area which is conducted
through an investigator. In conducting the present research, positivism research philosophy has
been used because it helps in providing the quantitative data regarding specific subject area as
this is effective in analyze the view points as well as opinions of the various investigators
regarding the specific subject area (Hazen and et. al., 2018).
Research Approaches- Research approach is the second layer in the research onion and
it is related to gathering of information by using the quantitative as well as the qualitative
information. The research approaches mainly are of two different types such as Inductive and
deductive. There has been there has been deductive research approach used because this gives
the reliable and authenticate information regarding the particular area. The main focus of the
deductive research approach is that it provides specific information than the general.
Research Choice- Qualitative and quantitative are two different types of the research
choices. For gathering the data and information related to impact of digital technology on
business operation of retail sector, quantitative research choice has been suitable because it helps
in gathering the in-depth information within less period of time. The main benefit of using this
research choice is that it gives the accurate information and detailed knowledge regarding the
digital technology.

Data Collection- It is related to gathering the valid and reliable information related to the
specific subject field. The data collections are mainly of two different types like primary and
secondary. In the primary method, questionnaire has been used for collection of information. The
main reason of using the questionnaire is that it helps in collect the information from the large
sample size within the less period of time. On the other hand, there have been secondary sources
used by considering the different sources like articles, journals, books and others. There has been
objective fulfilled in literature review part by collecting the information from the secondary
sources (Popovič and et. al., 2018).
Research strategies- The research strategies are of different types and helpful in
collecting the relevant information as well as data in a better manner. There are various kinds of
the research strategies like observation, questionnaire, Focus Group, interview and many others.
All the research strategies are helpful in collection of information related to the particular area
and provide the authenticate information. In conducting the current study, there has been
questionnaire as a research strategy used because through this researcher can able to collect the
more information in less period of time. It is one of the reliable and valid sources to gather to
information about the impact of digital technology on operations of business in retail sector.
Sampling- This is concerned to the process which is used by a researcher for the
statistical analysis in which the numbers of respondents are taken from whole population. It is
process of choosing the population in order to collection of information regarding impact of the
digital technology on business performance. Probabilistic and non- probabilistic are two different
methods of the sampling. In conducting the present investigation, there has been a random
sampling method used as it is a main part of the probabilistic sampling.
Population profile- The present research is based on demographic profile of population
that based on different characteristics such as income level, age, gender etc. This is mainly used
to investigation in which information and data has been collected. For conducting the present
research on impact of digital technology on business operation of retail sector, there have been
50 managers of the Unilever chosen because they have the deep understanding about the use of
digital technology and in which manner it impacts on business operations (Ismail, Khater and
Zaki, 2017).

Sample size- It is a process by which a research can collected the number of participants
as together the information from them. As per the current research, there have been 50 managers
of Unilever chosen by using random sampling method. This method is suitable because this
helps in provide equal chance to all choosing respondents for providing the relevant as well as
valid information regarding to impact of digital technology on business operations of retail
sector.
ACCESSIBILITY
This is one of important aspects of a survey, as it allows a researcher to take permission
to use credible sources to gather data. The accessibility of data is useful for a research in this
relation in order to allow us to make informed decisions by using analytics easily. This is
important in the successful conclusion of a research. In context to collect data regarding
company impact of digital technology on the business operation of the retail sector results,
researchers are required to obtain the manager’s permission. It will require a researcher to
request permission of Unilever Managers to gather information on digital technology from
primary sources and also its effect on the business operation of the retail sector (Knickrehm,
Berthon and Daugherty, 2016).
ETHICAL ISSUES
The investigation includes many ethical concerns like responsible reporting, privacy,
integrity, intellectual property, legality, informed consent, honesty and dignity, and many more.
These are all the key ethical concerns that concern the researchers' work on the impact of digital
technology on the business operation of the retail sector. In this sense, confidentiality is related
to confidentiality, which involves secrecy or disclosure of information and data from the
questioners by a researcher. The informed consent is recognized by specifying which means that
the consent is to be notified. The specific information applies to interviewees who have been
asked who feels it could be and who needs to be known during inquiries. The investigator will
give all of information about the researcher to the participants. The researchers are responsible
for telling respondents in depth of all their observations regarding the research project (Foroudi
and et. al., 2017).

SIGNIFICANCE
The current investigation is based on the impact of digital technology on operations of a
business in the retail sector. It is the effective and also significant at the practical and the
academic level. In context to the academic level, the area of the specific research is helpful for
the learner in order to enhancing the knowledge as well as understanding related to the digital
technology and it’s also impact on the business operations. In regards to conducting the present
investigation, the knowledge regarding the digital technology of a learner can be enhanced and it
can able to perform the similar kind of investigation in the Future. In the practical context, the
current investigation is helpful through make in improvement in the analytical and also research
skills of a learner. These all these skills will helpful to a learner in completion of research project
in a better way (Haddud and Khare, 2020). If the current research is to be published then it will
be effective for company or an individual by understanding related to impact of the digital
Technologies and its impact on the business operation in retail sector. Digital technology is
helpful for the business of conducting the operations in a significant and quickly. The many of
the organization use the digital Technologies as to save the cost of operations as well as time.
The current research is essential at the academic and practical level by understanding related to
the digital technology and its impact on the operations of a business in an effective manner.
DELIVERABLES
The deliverables of the research are important as it helps the study to split the behaviors
into a small community. The structure of the work breakdown is productive and appropriate for
the findings of this segment of study. It is an accomplishable hierarchical breakdown of research
tasks which are mainly carried out by the project team or work to achieve defined work and
goals. The structure of the job breakdown is a foundation for effective study preparation for
reporting and control monitoring. Some results of the present study are mainly conducted on this
basis, such as research title and study summary, research query, project implementation,
collection of knowledge from the use of secondary sources in the literacy review component,
research methodology, project explanation analysis and timeline, among others (Skog, Wimelius
and Sandberg, 2018). Both these are the key milestones that would be easier for a study to
complete the work within a given period of time.

REQUIRED RESOURCES
This is a necessary aspect that mainly necessary for conducting a research in an effective
manner. In order to perform an investigation, it is necessary for the researcher to have the proper
resources for collection of information like articles, journals, magazines, books, internet sources
and many others. These all are the effective and essential sources through which Researcher can
able to collect the information and getting the positive outcomes. In order to conduct in the
literature review part, these all the resources are necessary. On the other hand, for conducting the
primary research, there is a need of some resources such as money, time, communication and
other relevant sources concerned to the project. These all sources are helpful for research in
gathering the data from using primary source. In addition to the secondary and primary, both are
useful sources and needed by an investigator in order to performing the primary and secondary
study in a systematic manner (Li and Found, 2017).
IMPLEMENTATION TIME TABLE (GANTT CHART)
It is the necessary part of the research project as this encourages in distinguish the proof
of the time that separated from the starting and also ending information. In regards to this, Gantt
chart has been used as it is valuable for an investigator to conducting investigation activities
from starting point to the ending point for getting the positive conclusion. Gantt chart is an
effective way to manage the activities on the basis of set time period (Reis and et. al., 2018). The
Gantt chart that incorporates the various activities included in the research will be essential for
the researcher in completion of the investigation in a systematic manner or within a given period
of time.

BUSINESS RESEARCH PLAN EVALUATION
This is one of important strategies concerning effectiveness of method used to execute an
examination in a practical way. There are various methodologies used by a researcher to address
the problems in research project which are the research methods. Various secondary sources,
including journals, books, documents and others, have been used to gather information from
secondary sources concerning the impact of digital technology on the business operation of the
retail sector. Those are all references that are useful in the literature review phase of discussing
research issues.
Research
methodology
Effectiveness of research methodology
Positivism
philosophy
This depends on quantitative method which, as regards the quality
method positive person regards as both useful and reliable. Based on this
analysis, the philosophy of Positivism research is beneficial for a
researcher when gathering the knowledge using quantitative method in
minimum time.
Quantitative
approach
Methods of research have been used as information concerned to impact
of digital technology was collected easily and this will not take longer to
have the relevant results.
Primary and
secondary methods
of data collection
This includes primary and secondary sources for research, since both are
assisted by a researcher to collect information, both in depth and validly,
concerning impact of digital technology on the business operation of the
retail sector.
Questionnaire The questionnaire is required along with an useful tool for gathering
primary method information that will allow a researcher to quickly
collect accurate information.
Gantt chart In methodology, Gantt chart is among the most critical elements that
allow the researcher to complete project within a defined time. It is the

efficient tools for time management based on proven studies. It helps to
define the start and end times for whole project.
Deliverables (WBS) Work breakdown structure is a more effective and useful framework used
mostly for project management. This concept has been sponsored and
supported by researchers to split their work into a small group.

REFERENCES
Books & Journals
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Gölzer, P. and Fritzsche, A., 2017. Data-driven operations management: organisational
implications of the digital transformation in industrial practice. Production Planning &
Control. 28(16). pp.1332-1343.
Haddud, A. and Khare, A., 2020. Digitalizing supply chains potential benefits and impact on lean
operations. International Journal of Lean Six Sigma.
Hazen, B. T. and et. al., 2018. Back in business: Operations research in support of big data
analytics for operations and supply chain management. Annals of Operations Research.
270(1-2). pp.201-211.
Hess, T. and et. al., 2016. Options for formulating a digital transformation strategy. MIS
Quarterly Executive. 15(2).
Ismail, M. H., Khater, M. and Zaki, M., 2017. Digital business transformation and strategy: What
do we know so far. Cambridge Service Alliance. 10.
Ivanov, D., Dolgui, A. and Sokolov, B., 2019. The impact of digital technology and Industry 4.0
on the ripple effect and supply chain risk analytics. International Journal of Production
Research. 57(3). pp.829-846.
Knickrehm, M., Berthon, B. and Daugherty, P., 2016. Digital disruption: The growth
multiplier. Dublin: accenture, pp.1-12.
Li, A.Q. and Found, P., 2017. Towards sustainability: PSS, digital technology and value co-
creation.
Paspalakis, E., 2018. The impact of digital technology on consumer behaviour and business
operations· Case study (Master's thesis, Πανεπιστήμιο Πειραιώς).
Popovič, A. and et. al., 2018. The impact of big data analytics on firms’ high value business
performance. Information Systems Frontiers. 20(2). pp.209-222.
Reis, J. and et. al., 2018, March. Digital transformation: a literature review and guidelines for
future research. In World conference on information systems and technologies (pp. 411-
421). Springer, Cham.

Skog, D.A., Wimelius, H. and Sandberg, J., 2018. Digital disruption. Business & Information
Systems Engineering, 60(5), pp.431-437.
Strandhagen, J. O. and et. al., 2017. Logistics 4.0 and emerging sustainable business
models. Advances in Manufacturing. 5(4). pp.359-369.
Tönnissen, S. and Teuteberg, F., 2020. Analysing the impact of blockchain-technology for
operations and supply chain management: An explanatory model drawn from multiple
case studies. International Journal of Information Management. 52. p.101953.
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Jackson, J., 2018. Why it’s important to embrace digital technology. [Online]. Available through:
<https://www.unily.com/insights/blogs/why-it-s-important-to-embrace-digital-
technology>.
Mercer, E., 2020. How Technology Affects Business Operations. [Online]. Available through: <
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SCHECK, S., 2018. 8 Major Impacts of Information Technology on Businesses. [Online].
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