E-Business Application Analysis

The assignment analyzes the decline of bricks-and-mortar stores compared to the growth of online stores. With advancements in technology, customers' preference for online shopping is increasing, making it essential for traditional retailers to adapt and find new ways to compete with e-commerce.

Running head: E-BUSINESS APPLICATION
E- Business Application
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1E-BUSINESS APPLICATION
Executive Summary
This paper will highlight an in-depth analysis of the death of bricks and mortar stores in
comparison with the growth of online stores. It has been found that with the growth and
improvement of various kinds of technologies, customer’s preference towards online stores is
increasing. The traditional bricks and mortar stores has to find out new ways in order to compete
with these online stores. This paper therefore describes the case study and draws a close
comparison between the two modes of shopping.

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Contents
Introduction......................................................................................................................................3
Findings...........................................................................................................................................3
Conclusion.......................................................................................................................................4
Reference List..................................................................................................................................5

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Introduction
In this era of globalization, the e-commerce industry is growing rapidly and it is trying to
change the retail landscape. The physical stores are struggling to compete with the online stores.
The customers are using various innovative technologies such as mobile phones to compare the
prices and thus look up for specific product information. The traditional retailers are selling their
products through bricks and mortar stores. The physical stores are no longer regarded as stores;
they can be regarded as distribution points. The customers can visit the retail stores, take a look
of the products and they can order or purchase the products through online mode and thus this
has eroded the profitability of bricks and mortar store (Bates 2016).
Findings
It has been found from the case study that the future of retail business depends largely on
online stores. Dough argues that the rapid growth of technologies has made it easier for the
people to shop online. Mobile is regarded as the main accelerant for this change. In the recent
years, the demand of the customers has drastically changed and thus it is forcing the retail
industry to change accordingly. In this digital age, the retailers are trying to display more
samples of their products so that the customers can purchase them through online mode. To
fulfill the needs of the customers, the retailers have to take a store front and also an online
presence which will help them to select the product (Rubino 2014). Dough also mentioned that
the purchase and distribution of the products is increasing through online channels. The future of
the retail store is considered as a debate. The retailer has to find out a perfect balance between
online and bricks and mortar stores. In the physical stores, there is loyalty in the stores and if the
customers have a very good experience, they will refer their friends and family. The online

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stores are trying to organize pop-up-shop which will help them in face-to-face customer
interaction. This will help them in retaining their customers and they can capture the entire
market easily (Herring, Wachinger and Wigley 2014). It has also been found that online
shopping is a convenient for the customers and it is less time consuming. However, critics also
argue that shopping also requires social interaction and this in turn plays an important in
customer satisfaction. Dough has also cited various examples how the advertisements and
campaigns outside the retail stores has attracted the customers (Yeung and Ang 2016).
Conclusion
Thus, it can be said that the physical stores has to struggle hard in order to compare with
the online market. The customers must be provided with some special facilities and discounts
which will attract them to visit the stores rather than shopping online. Moreover, online shopping
also involves high amount of risk and there are high security breaches. The retailers are facing an
impossible battle and thus they are trying to find out innovative and new means to retain the
customers in their stores.

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Reference List
Bates, B., 2016. E-commerce’s Impact on Big-Box Retailers.
Herring, L., Wachinger, T. and Wigley, C., 2014. Making stores matter in a multichannel
world. Perspectives on retail and consumer goods, (3), pp.4-12.
Rubino, J., 2014. Bricks and clicks. CFA Institute Magazine, 25(4), pp.30-32.
Yeung, G. and Ang, K.L., 2016. Online Fashion Retailing and Retail Geography: The Blogshop
Phenomenon in Singapore. Tijdschrift voor economische en sociale geografie, 107(1), pp.81-99.