Impact of Changing Customer Behaviour due to Digitalisation in Retail Industry

Module: (FY028) Inquiry Based Learning
Topic:(To analyse the impact of changing in customer
behaviour due to digitalisation in Retail Industry.)
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Executive Summary

The main purpose of the report was to analyse how the customer behaviour is changing due to
digitalisation and its impact on Retail Industry. It has focuses on the retail industrial Trends and issues which is
faced by Morrison’s. Customer behaviour is the main factor that has impact on the company productivity and
profitability. Due to rise in online purchasing and deliveries, consumer behaviour is changing towards
traditional modes of purchases. The report has identified the environment of industry through internal and
external analysis. Also, it shows high competition in availability of substitute and similar kind of products which
are affecting the customer behaviour in retail sector.
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Table of Contents
Executive Summary.................................................................................................................................................2
Introduction..............................................................................................................................................................5
Company history background..............................................................................................................................5
Identify areas of failure and why..........................................................................................................................6
Current trends and competition at that time.........................................................................................................7
Models of Analysis (at least two).........................................................................................................................7
Conclusion................................................................................................................................................................9
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