Impact of Digital Technology on Marketing and Communications in UK Retail Industry: A Case Study on Sainsbury's

RESEARCH PROPOSAL

Table of Contents
Title..................................................................................................................................................3
Research Aim ..................................................................................................................................3
Research Objectives.........................................................................................................................3
INTRODUCTION...........................................................................................................................3
Overview of the topic..................................................................................................................3
Research rationale.......................................................................................................................4
LITERATURE REVIEW................................................................................................................5
Role of digital technology in marketing and communications in context of UK retail industry 5
Challenges faced by Sainsbury's of using digital technology for marketing and
communications in the retail industry.........................................................................................5
Digital marketing and communication strategies implemented by Sainsbury's within the retail
industry........................................................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................7
Data collection............................................................................................................................7
Methodology...............................................................................................................................7
Qualitative or quantitative...........................................................................................................7
Analysis an result........................................................................................................................8
Sampling.....................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

Title
An investigation into the usage of digital technology for marketing and communications
in the retail industry.
Research Aim
To examine the impact of digital technology on marketing and communications in the
retail industry. A case study on Sainsbury’s
Research Objectives
 To analyse the role of digital technology in marketing and communications in context of
UK retail industry
 To evaluate the challenges faced by Sainsbury's of using digital technology for marketing
and communications in the retail industry
 To assess digital marketing and communication strategies implemented by Sainsbury's
within the retail industry
INTRODUCTION
Overview of the topic
Digital technology plays a very important role in improving the performance of
marketing and communication with the retail industry. With the help of digital technology, the
business operations can be improved with best quality of products and services in the business
market (Hole, Pawar and Khedkar, 2019). It helps in streamlining and tracking the processes of
the business, maintaining the flow of data, and managing employee contacts and records
effectively. Digital technology helps in improving the experience of customers and offers them a
personalised buying experience at the time of buying products and services of the company. It
helps the company in selling their products through online portals and websites to the customers
who are unreachable for the business. It also helps in speeding up the process of sales increment
and the process of manufacturing of quality products and services in the competitive retail
industry. Digital technology help the company in creating effective strategies related to business,
changing the working culture and provides better customer and employee service (Ritz, Wolf and
McQuitty, 2019). This makes the work of employees easy and smooth by learning new and
advanced technology usage in the retail industry. Adopting digital technology mainly helps in