Digital Transformation and Emerging Technologies in Retail Stores

This assignment provides a detailed analysis of digital transformation and emerging technologies in retail stores. It explores the concept of digital technology in retail stores, its impact on customer experience, and its importance in enhancing sales performance. The key areas for change are identified, including digital marketing, store operations, and supply chain management. Additionally, the role of AI technology is discussed, including its optimization of pricing, rationalization of inventory, and customer engagement via communication systems. The major barriers to implementing digital technology are also addressed, including limited resources, budget allocation, and validation of investment. Finally, recommendations for digital transformation in retail stores are provided.

MANAGING
SUCCESSFUL
PROJECT

Table of Contents
Title: “To determine the impact of digital technology on business activity.” A case study on JS
Supermarkets....................................................................................................................................1
CHAPTER1: INTRODUCTION.....................................................................................................1
1.1 Aims and Objectives.............................................................................................................1
1.2 Scope and Limitation............................................................................................................1
1.3 Resources and Cost Consideration........................................................................................2
1.4 Gantt Chart............................................................................................................................3
1.5 Communication and Risk Register.......................................................................................5
CHAPTER2: LITERATURE REVIEW..........................................................................................7
2.1 Concept of digital technology...............................................................................................7
2.2 Different strategies by which JS Supermarkets can grow faster...........................................7
2.3 Role of digital technology in the business growth and innovation.......................................8
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
3.1 Primary Research................................................................................................................11
3.2 Secondary Research............................................................................................................11
CHAPTER 4: DATA ANALYSIS................................................................................................14
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................24
5.1 Conclusion..........................................................................................................................24
5.2 Recommendation................................................................................................................24
REFERENCES..............................................................................................................................26
APPENDIX 2: PERFORMANCE REVIEW................................................................................28
APPENDIX 3: QUESTIONNAIRE..............................................................................................30
.......................................................................................................................................................31
APPENDIX 4: PRESENTATION ................................................................................................32

Title: “To determine the impact of digital technology on business activity.” A
case study on JS Supermarkets.
CHAPTER1: INTRODUCTION
In the modern era, there have been immense advancements in technology. This has
changed the face of every industry and organisations are now able to provide ease and comfort to
customers by making use of various strategies associated with digital technology. With the rapid
use of digital technology, customers can now access information by just one click by way of
internet (Piaskowska, Nadolska and Barkema, 2017). By utilising the features of this emerging
technology, people can now book online tickets, make easy payments by using tools like e-
wallets etc. The present research is based upon conducing investigation to assess the impact of
digital technology in fostering the growth of small business enterprises and facilitating them to
come up with rapid innovations. In this regards, JS Supermarkets has been chosen to conduct the
research which is a small scale supermarket dealing in grocery and general merchandise articles.
This assignment primarily emphasizes upon use of digital technology so as to promote long term
growth of business and enhance the sustainability of enterprise.
1.1 Aims and Objectives
“To analyse the impact of digital technology in supporting small business growth and
innovation.” A case study on JS Supermarkets.
Objectives
 To identify the concept of digital technology.
 To evaluate different strategies by which JS Supermarkets can grow faster.
 To determine the role of digital technology in the business growth and innovation.
1.2 Scope and Limitation
This research is conducted based upon digital technology and its impact upon the
business growth of company and encouraging innovation across the organisational premises.
Scope of the research is generally concerned with determination of future opportunities that are
linked with the project for future course of time. This will assist JS Supermarkets to enhance
their business operations by implementing digital technology across the premises, thereby
increasing the trust and loyalty of customers and retaining them for a long duration of time in
future. In order to enhance the scope of this study, they need to assess and evaluate the impact of
1

executing strategies of digital technology which will assist the firm in gaining a strategic edge in
market over rivals. The major scope of this project is to analyse the various opportunities which
will assist in carrying out the project feasibly. This paper will aim to cover every aspect related
to formulation of digital technology within the company yet it is not possible for researcher to
cover every element of it. There can be a number of limitations such as lack of appropriate and
suitable funds for conducting the research. In addition to this, primary research involves
conducting research in a manner where information is collected by way of questionnaire. At this
time, some of the respondents may not pay the required extent of concentration which may
hamper the validity and reliability of research (Koch and Koch, 2018). Moreover, the
information collected from respondents can largely be subjective and influenced by personal
choice. This can prove to be a limitation for researcher while executing this project.
1.3 Resources and Cost Consideration
When a project is being executed, it is the prime responsibility of project maker to
acquire and arrange for the required resources. It is essential that enterprise procures required
resources such as technical, financial and human resources which are essential for carrying out
the work effectively. By optimal utilisation of such resources, company can easily gain a high
stake in market and enhance its overall business growth. In this regard, for successfully
implementing the digital technology within the organisation, JS Supermarkets should evaluate
the need of required workforce that will be needed to make use 0f this strategy to gain a
competitive edge in marketplace over rival companies (Connelly and et. al., 2018). As digital
technology is a concept that makes use of high-end techniques and systems, thus, JS
Supermarkets need to identify those personnel which are skilled, competent and capable of
executing this strategy. Besides this, technological resources such as required software and
hardware is also essential for JS Supermarkets to launch digital technology within market. Argos
will have to incur approximately 150,000 euros for executing the project.
Researcher also require certain necessary resources for feasibly conducting a research so
as to ensure that the study is conducted in a reliable and appropriate manner. It is essential that
investigator takes into account cost consideration so that study is conducted within the stipulated
budget allotted to research (Roberts and Grover, 2012). Researcher would need 8,000 Euros to
effectively conduct the research by way of primary and secondary sources.
2

1.4 Gantt Chart
Gantt chart is a pictorial documentation of the project which specifies the structural
manner in which it will be executed (Koch and Koch, 2018). This assists the researcher in
planning, organising and executing the project in a feasible manner so that the purpose of
conducting study is fulfilled.
3

4

1.5 Communication and Risk Register
Communication is one of the most crucial aspects within the premises of company which
assists in developing and formulating the project in an adequate and appropriate manner
(Connelly and et. al., 2018). Effective communication among the staff will help in rendering a
competitive advantage to company and also assists in determining the loopholes which may have
an impact upon the growth and facilitation of innovation within the enterprise. Optimum
communication and coordination in the organisation can easily ensure that the project is executed
in a desirable manner.
Also, there are various types of risks which may be faced by researcher while carrying
out the research. These are specified below:-
Basis Risk
Lack of funding The funds allotted for conducting research may fall short as it
generally takes huge amount of funds to carry out a study
such as cost of investigation by way of a questionnaire.
Technology This can be a risk for researcher as high level of technological
skills are required for being able to understand the concept of
digital strategy and conduct a research upon it (Onetti and et.
al., 2012).
Time Time allotted for conducting this research can also prove to be
a risk for researcher as the process of taking information from
5

respondents by way of questionnaire consumes a lot of time.
6

CHAPTER2: LITERATURE REVIEW
It is a type of review article and form of scholarly paper which includes the current and
previous knowledge, as well as theoretical and methodological contribution in a specific topic.
Reviews are found in academic journals or books that helps in presenting new research that is
very helpful for project works and dissertation reports. In this context, these review literature
present new research that describes the current study with the relevant topic and provide
effective context for readers (Piaskowska, Nadolska and Barkema, 2017). Here, in present
research, project-makers have extracted some articles and books for evaluating the concept of
digitalisation. This would also help in analysing its impact on JS Supermarket in enhancing its
growth and success as well.
2.1 Concept of digital technology
According to view point of Baller, Dutta and Lanvin, (2016), it has identified that digital
technologies refers to a wide concept under organisation. It is used to retool the business models
as well as processes for making operational activities more efficient. New technologies like
Artificial Intelligence, cloud computing, Internet of Things, chatbots and more, has give rise to
many innovations. It includes robotics and drone delivery, which enhance efficiencies of retail
operations. These innovations help in enhancing customer experience by providing them best
services. Under this process, for improving efficiencies of stores, JS Supermarket need to take
make changes in business model for new solutions. For this purpose, its management can use
artificial intelligence and chatboats for developing interaction with potential customers.
In order to compete online retailers, digital technologies provide various techniques to
offline stores. It includes omni-channel marketing strategy which considered as a modern supply
chain for increasing delivery process, through websites, social media and mobile apps. It helps in
delivering personalised brand messages and consistent experience via diverse channels such as e-
mail and social media campaigning (Berman, 2012). Here, chatbots is one of the example of
omni-channel trend which enables AI-based computer programs for stimulating customer
speech, ask questions and respond accordingly.
2.2 Different strategies by which JS Supermarkets can grow faster
As per views of Brynjolfsson and McAfee (2012), it has evaluated that in order to
develop successful digital transformation strategy, organisations must have clear and measurable
7

goals. They must receive continued support by implementation digital strategies from heads of
business units across the business. In context with retail industry, in order to survive tsunamis of
technology disruption, it is essential for organisation to adopt concept of digital transformation.
This would provide a means for competing with number of rivalries and enhance customer
experience more efficiently. Through investing in right digital technology, JS Supermarket can
lead to exceed customer real-life experience.
For digital transformation, this grocery firm needs to mainly focused on digital consumer,
as they are at the centre of grocery universe (Chourabi and et. al., 2012). These types of
customers are mostly willing to provide information related to their choice and place advance
orders before arrival in stores. For accessing such information, it is essential for respective
supermarket to make changes in business model. For this purpose, they can implement Artificial
Intelligence into business operations, it will alert management about which customer wants to
make interaction and place orders for commodities. This will aid to empower sale performance
digitally as well as continue to enhance shopping experience. In this regard, it is essential for its
IT department to make ensure that right and efficient digital tools like Artificial Intelligence, are
being made available to the right set of workers. They must understand how to work with this
technology and make best use for enhancing customer experience.
Due to rapid development of technology, shopping experience of people also enhances
continuously. People in this regard, increase their footsteps mainly in those stores, where they
get fast delivery services (Hair Jr and et. al., 2015). Therefore, with this assistance, another
strategy through which business of JS Supermarket can be grown faster is Omni-channel retail
strategy. It refers to an approaches towards sales and marketing operations, which provides
consumers with a fully-integrated shopping experience. As omni-channel is basically built on
multiple techniques of promoting and distributing services via physical stores, mobile apps and
websites. Therefore, it allows people to extract information about company's products and make
interaction through e-mail, phone, webchat and other social media platforms. By integrating
distribution, communication channels and promotion on the back end, store managers of JS
Supermarket can develop interaction with customers (Karimi and Walter, 2015).
2.3 Role of digital technology in the business growth and innovation
As per article given by Bob Violino, it has ascertained that in order to gain competitive
advantage and improve business process, organisations must implement digital technologies.
8

This would help in enhancing customer real-life experience and exceeding their level of
expectation also (Artificial intelligence, analytics help speed up digital workplace
transformation, 2019). With this assistance, JS Supermarket that deals mainly in grocery sector,
can bring AI digital technology in its business. It helps in speeding up the pace of workplace
transformation digitally in stores. Through geo-location or geo-fencing capability, this
technology also lead to determine what types of actions and choices, shoppers are taken in stores.
This would help in sending information or any type of recommendation for finding out right
products of their choice to customers, via IoT device (Internet of Things), shopper's smartphone.
In addition to this, another factor where role of AI technology can be evaluated in achievement
of business and success, is associated with voice command apps (Laudon and Traver, 2016). It
will give opportunity to store managers of JS Supermarket the ability to track customers in real
time and give information to access products as per their desires.
A focus on improving and enhancing customer experience is vital for business growth
and success. It contributes directly to gain customer retention for longer period of time. As when
people gain effective shopping experience then it increases chance that they will come back for
repeating purchase, under such stores (Newell and Marabelli, 2015). Therefore, through
implementing the omni-channel strategy, JS Supermarket also can develop effective interaction
with customers and identify their desires also. To develop this channel, it is essential for this
company to discover where its audience hang out and where they like to shop. Having a clear
idea about customers aid JS Supermarket in determining platform to reach them.
9

CHAPTER 3: RESEARCH METHODOLOGY
Research is the specific process or techniques which is used to identify, select, process
and analyse of information about a particular topic. Research methodology is a crucial part for
conducting project. It plays an important role in gathering information which provide support to
literature by selection of suitable methodology. There are simply talking about how a research is
completed scientifically. It provides a way to solve problems in logical and systematic way. This
section mainly based on different application which are effective or suitable for research to reach
at conclusion. It is the process which is used to collect information and data for the purpose of
making business decisions. In this methodology publication research, surveys, interviews and
other research techniques are taken to conclude current and historical information. It includes
two main concept for gathering, analysing and interpreting the result as Qualitative and
Quantitative research.
Qualitative Research: It is defined as a market research method that focuses on
gathering data by open ended and conversational communication. This research method
descriYou will need to record a presentation with a PPT display, where you analyse your research
project and discuss the main outcomes of the same project. This will need to be a maximum of 10
minutes presentation. The recording will need to be submitted to Academic Administration via
WeTransfer. bes so many terms such as meaning, concepts definitions, symbols and description of
things that focuses on human elements of the social and natural sciences. The aim of qualitative
research vary with the discipline background such as deeply understanding of human behaviour.
Mainly it is used by social science, political science and education researchers.
Quantitative Research: It is a systematic research and it is more exploitative, this type
of research is based on the collection of verbal, behavioural and observational data. It can be
interpreted in a subjective manner and has a huge scope. This types of research comes under the
numerical form such as statistics, percentage etc. It study deeply within the specific experiences
with the intention of analysing and exploring meaning through various aspects like visual based
data or text. This research produces information by the specific case studies and moreover from
any general conclusions. On the other hand it defined as the investigation of phenomena by
receiving quantifiable data and perform in the form of mathematical techniques.
10

3.1 Primary Research
It describes as a methodology which is used by researchers to collect data directly other
than depending on the previous research material is that involves in specific answers, issues,
questions, interview and surveys with individual or groups. The data of primary research is more
valuable because organization requires high validated data to make informed decision.
Therefore, many companies wants to gather data by first hand without any alterations.
3.2 Secondary Research
It involves in summary, collection and synthesis of existing research and it is the part of
primary research with include generation of data where secondary research uses primary research
sources of data for analysing the situations. According to the experts this research is very useful
which includes in book, journals, article and some particular issues in a specific manner. It also
involves in research materials such as research reports and documents which can be made by
publishers, websites and so on. Therefore, some government and non government data can be
used for the purpose of research. It has much more cost affectivity as compare to the primary
research that makes use of existing data. Secondary research helps to guide for selection of
correct data which reflects the proper way of structure in an organization. It has a lot of
knowledge about data which helps to identify the answer and reduces errors from the research
report. Many organization uses this research because it has a low cost and best knowledge skills
of the topic. Therefore, secondary research is easy to find data and applicable to apply company's
situations.
Under this present research, for making a project on digital technologies, researchers
have used both internal and external source to gather primary and secondary data. It includes
books, journals and articles which are extracted from internet access to conduct literature review.
While questionnaire technique is used to take feedback of respondents for implementing best
technology in stores of JS Supermarket. Here, 30 respondents are chosen on random basis from
stakeholders of respective company.
11

Questionnaire
Q1) Are you aware with concept of emerging technologies in retail stores? Frequency
 Yes 26
 No 4
Q2) Do you think digital technology help JS Supermarket in enhancing its
customer's experience?
Frequency
 Yes 25
 No 5
Q3) Is digital transformation essential in grocery for increasing sales
performance?
Frequency
 Yes 23
 No 7
Q4) Which key areas JS Supermarket needs to make changes for digital
transformation?
Frequency
 Digital marketing 10
 Digital store operations 10
 Digital supply chain 10
Q5) Which is the best suitable technology that JS Supermarket needs to
implement for improving operational activities?
Frequency
 Artificial Intelligence 14
 Mobile applications 8
 Cloud Technology 8
Q6) What is the main role of AI technology in enhancing growth and success
of business?
Frequency
 Optimisation of pricing 10
 Rationalisation of inventory and experimental retail 9
12

 Customer engagement via communication system 11
Q7) What are the main benefits JS Supermarket can gain after implementing AI
technology within stores?
Frequency
 Improve and enhance customer's real-life experience 12
 Upgrade system automatically 11
 Make store more accessible 7
Q8) What are the major barriers arise in implementing digital technology
within JS Supermarket?
Frequency
 Limited Resources 12
 Budget Allocation 8
 Validation of investment 10
Q9) Do you think JS Supermarket need to create change in its business models
for digital transformation?
Frequency
 Yes 18
 No 12
Q10) Provide recommendation to JS for implementing digital technology in
stores for enhancing customer experience...
13

CHAPTER 4: DATA ANALYSIS
Theme 1: People are aware with the concept of technologies in groceries
Q1) Are you aware with concept of emerging technologies in retail stores? Frequency
 Yes 26
 No 4
Interpretation: As digital technology is a wide concept today which not only provide benefits to
organisations in smoothing their operations, but also helps people in enhancing their shopping
experience. It has been interpreted from this above graph that 4 respondents out of 30, are
familiar with emerging technologies in retail stores. It includes robotics and IoT, that aid in
enhancing their shopping experience by delivering fast services. In addition to this, through
techniques like chatbots they make easy connection with organisations and extract information
about their products and services. While remaining 4 respondents didn't know much about same.
14
Yes No
0
5
10
15
20
25
30
Column J

Theme 2: Digital technologies enhance customer experience
Q2) Do you think digital technology help JS Supermarket in enhancing its
customer experience?
Frequency
 Yes 25
 No 5
Interpretation: As digital technology provide various benefits which help customers as well as
supermarkets in improving shopping experience. It has been interpreted from above graph that
only 5 respondents are not agreed with concept of digital technologies. They didn't think that it
will enhance customer experience in JS supermarket. While other 25 respondents are agreed with
them that emergence of digital technology proves beneficial for JS supermarket in enhancing the
customer experience. It includes computer billing and and QR codes, that aid in enhancing their
shopping experience by delivering fast services. In addition to this, through techniques like
15
Yes No
0
5
10
15
20
25
Column K

chatbots they make easy connection with organisations and extract information about their
products and services.
Theme 3: Digital transformation is essential to increase sales performance
Q3) Is digital transformation essential in grocery for increasing sales
performance?
Frequency
 Yes 23
 No 7
Interpretation: Today people are always awaited to enhance their shopping experience by
purchasing desired items through short delivery process. Therefore, to satisfy wants of them, it is
essential for organisations dealing in retail sectors like JS Supermarket to implement digital
transformation. As per above graphs, it has analysed that 7 respondents from 30 are in favour
with response about the digital emergence in grocery store. The digital marketing, digital stores
16
Yes No
0
5
10
15
20
25
Column G

can help to increase sales in grocery. Through these means of digital technology the purpose can
be fulfilled.
Theme 4: Areas for digital transformation
Q4) Which key areas JS Supermarket needs to make changes for digital
transformation?
Frequency
 Digital marketing 10
 Digital store operations 10
 Digital supply chain 10
Interpretation: For digitally transform business, it is essential for retail stores to identify
important key areas. It includes digital marketing, store operations, supply chain procedures and
more. Here, with feedback of 10 respondents out of 30, as shown in above graph, it has
interpreted that they are also in favour with digital marketing. Through this digitalisation, JS
17
Digital marketing Digital store operations Digital supply chain
0
1
2
3
4
5
6
7
8
9
10
Column J

Supermarket can bring awareness among customers about its business and influence them to
bring their footsteps under its stores. While other 10 users bring attention towards digital store
operations, which would help in enhancing shopping experience. Through this process, store
managers can easily track customers and make interaction with them for satisfying their needs.
Apart from this, remaining 10 respondents state that through digital supply chain, respective
company can deliver its products to right customers more easily.
Theme 5: AI is best suitable technology for groceries
Q5) Which is the best suitable technology that JS Supermarket needs to
implement for improving operational activities?
Frequency
 Artificial Intelligence 14
 Mobile applications 8
 Cloud Technology 8
18
Artificial Intelligence Mobile applications Cloud Technology
0
2
4
6
8
10
12
14
Column G

Interpretation: In order to improve operational functions under stores, retailers can implement
various technologies. It includes artificial intelligence, chatbots, mobile application, cloud
technology and more. Through these techniques, they can improve as well as manage business
functions more appropriately. In context with JS Supermarket as it deals in small business sector,
therefore, to adopt best suitable technology, its managers has conducted a survey on 30
respondents. As shown in above graph, it has interpreted that 14 users out of them, are in favour
with Artificial Intelligence. This technology helps in increasing efficiencies of other system of
stores, to provide best customer services. While other 10 respondents assist to adopt mobile
applications, which would help in providing information to customers on regular basis. It
includes
Theme 6: Role of AI in enhancing growth and success of business
Q6) What is the main role of AI technology in enhancing growth and success
of business?
Frequency
 Optimisation of pricing 10
 Rationalisation of inventory and experimental retail 9
 Customer engagement via communication system 11
19
0
4
8
12
Column E

Interpretation: Through this research, it has analysed that Artificial Intelligence plays an
important role in attainment of growth and success of business. It includes optimisation of
pricing, rationalisation of inventories and experimental, customer engagement and more. As per
the above graph it can be said that according to 10 respondents out of 30, believes that
optimising of pricing helps in offering products on reasonable price, helps in satisfying needs of
customers. On the other hand 9 respondents are in favour of rationalisation of inventory and
experimental retail, because this would help in managing inventories in stores as per demand of
customers. While remaining 11 respondents states that AI helps in developing efficiencies of
communication system. Through this system, respective company can develop effective
interaction with customers and identify preference of them more appropriately.
Theme 7: Benefits of digital transformation
Q7) What are the main benefits JS Supermarket can gain after implementing AI
technology within stores?
Frequency
 Improve and enhance customer's real-life experience 12
 Upgrade system automatically 11
 Make store more accessible 7
20

Interpretation: Today AI technology plays an important role in stores to enhance shopping
experience and engage customers with company's services. It has interpreted from this graph that
out of 30 respondents, 12 are believed that implementation of digital technology in JS
Supermarket stores, helps in improving and track real-life experience of customers at its stores.
While other 11 respondents states that implementation of AI in business, helps in upgrading
system in automatic manner as per changes in technologies. Through this process, efficiencies of
machines and services can be improved more appropriately. While remaining 7 respondents
states that it makes stores more accessible, where customers can easily find out products of their
choice. Thus, it would enhance experience and exceed customer satisfaction as well, through
retention of audience can be gained.
Theme 8: Barriers in digital transformation
Q8) What are the major barriers arise in implementing digital technology
within JS Supermarket?
Frequency
 Limited Resources 12
 Budget Allocation 8
21
0
4
8
12
Column C

 Validation of investment 10
Interpretation: For implementing digital technologies in business, every organisation face
various challenges and barriers. It includes limited resources, budget allocation, validation of
investment and more. In context with JS Supermarket, through feedback of 12 respondents out of
30, it has analysed that for this company major problems can arise due to limited resources. As it
deals in small sector therefore, respective company face difficulties in bringing resources like
financial, labour capital and more. While, other 8 users believe that allocating budget is the
major barrier in digital transformation, for JS Supermarket. Other than this, remaining 10
respondents give their response towards validation of investment, which impact on entire
profitability of business.
Theme 9: For digital transformation, change in business model is necessary
Q9) Do you think JS Supermarket need to create change in its business models
for digital transformation?
Frequency
 Yes 18
22
Limited Resources Budget Allocation Validation of investment
0
2
4
6
8
10
12
Column B

 No 12
Interpretation: Due to rapid changes in digital technology shopping experience of customers
are increasing consistently. It helps in reducing their purchasing time and delivering services in
less period. As per feedback of 18 respondents from 30, it has interpreted that in order to
digitally transform business, it is essential for JS Supermarket to make changes in business
model. This would help in allocating resources and budgets more appropriately as well as
optimise the same also. While other 12 respondents didn't go with same statement as they believe
that for digital transformation, its management needs to concern on other factors. It includes
provide training to staff members for making them familiar with new techniques. This would
help in working with new techniques more efficiently.
23
Yes No
0
2
4
6
8
10
12
14
16
18
Column B

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
From the above report, it has been concluded that digital technology is beneficial for
increasing efficient of an organisation in terms of improving their operational abilities. It consist
electronic equipments, machines and applications that utilise information in the form of numeric
code for provide desired outcomes. However, digital technology is beneficial for given
organisation as it facilitate to improve capabilities of operational aspects in terms of completing
different tasks in less duration with better outcomes. In addition to this, every business utilise
advanced technology in present scenario of market then it is required implement more effective
technology in operations for improving customer satisfaction which facilitate to garb more
profits share of market. Meanwhile, it involve to utilise more efficient technology in business
which provide support to increase quality of product or services in order to boost up sales and
profits of business respectively. Basically, it is very important to adopt more appropriate
technology which are suitable for particular business of given company including artificial
intelligence (AI) and omni channels. It is necessary to apply accurate strategies and methods
which are helpful top gain growth and success of business including Artificial intelligence which
improve efficiency of organisation to increase profitability. Omni channels are beneficial in
terms of improving direct interaction with customers in respect of analysing their actual desires
to fulfil them which results into increased clients for brand. Similarly, artificial intelligence
provide various benefits such as gain better insight, protect & control data, simplify business
process, reinvent & reinvest, modern collaboration and improve productivity.
5.2 Recommendation
Considering the above research, it has been recommended that digital technology should
be adopted by given organisation as it is very beneficial in terms of imp;roving overall efficiency
of business to achieve profits. It include various advance technologies which are suitable for
particular business in respect of boosting up productivity as well as profitability on regular basis.
However, it is suggested that management of company are required provide proper training and
learning for staff members so that they can use new technology in appropriate way for gaining
maximum outcomes from the same. Meanwhile, it is necessary to adopt effective strategies or
methods to implement the digital technology accurately. It consist to determine suitable
24

technology for business and analyse related opportunities for marketing, sales and operations.
Moreover, it is required evaluate that new technique is suitable for customer and make plan to set
up technology by applying desired business strategy which facilitate to gain optimum outcomes
from the same. At the other hand, it has been suggested to adopt technique of omni channels as
they are helpful in terms of establishing number of methods for promoting and distributing
services via physical stores, mobile apps and websites accordingly. It will provide support to
attract more customers towards brand along with retaining the present ones which helps to gain
better profits of business and achieving growth as well. It is suggested that advanced technology
should be applied in accurate manner with making employees capable to use them properly to
gain growth in business.
25

REFERENCES
Books and Journals
Baller, S., Dutta, S. and Lanvin, B., 2016. Global information technology report 2016. Geneva:
Ouranos.
Berman, S. and Marshall, A., 2014. The next digital transformation: from an individual-centered
to an everyone-to-everyone economy. Strategy & Leadership. 42(5). pp.9-17.
Berman, S. J., 2012. Digital transformation: opportunities to create new business models.
Strategy & Leadership. 40(2). pp.16-24.
Bharadwaj, A. and et. al., 2013. Digital business strategy: toward a next generation of insights.
MIS quarterly. pp. 471-482.
Biagi, S., 2012. Media impact: An introduction to mass media. Cengage Learning.
Brynjolfsson, E. and McAfee, A., 2012. Race against the machine: How the digital revolution is
accelerating innovation, driving productivity, and irreversibly transforming employment
and the economy. Brynjolfsson and McAfee.
Chaffey, D., 2015. Digital business and e-commerce management. London: Pearson Education
Limited.
Chourabi, H. and et. al., 2012, January. Understanding smart cities: An integrative framework. In
2012 45th Hawaii international conference on system sciences (pp. 2289-2297). IEEE.
Connelly and et. al., 2018. Shareholder influence on joint venture exploration. Journal of
Management, p.0149206318779128.
Edmunds, R., Thorpe, M. and Conole, G., 2012. Student attitudes towards and use of ICT in
course study, work and social activity: A technology acceptance model approach.
British journal of educational technology. 43(1). pp.71-84.
Hair Jr, J. F. and et. al., 2015. Essentials of business research methods. Routledge.
Jones, N., Borgman, R. and Ulusoy, E., 2015. Impact of social media on small businesses.
Journal of Small Business and Enterprise Development. 22(4). pp.611-632.
Jones, P. and et. al., 2014. An exploration of the attitudes and strategic responses of sole-
proprietor micro-enterprises in adopting information and communication technology.
International Small Business Journal. 32(3). pp.285-306.
Karimi, J. and Walter, Z., 2015. The role of dynamic capabilities in responding to digital
disruption: A factor-based study of the newspaper industry. Journal of Management
Information Systems. 32(1). pp.39-81.
Koch, B. J. and Koch, P.L., 2018. Joint venture survival in China: the importance of tangible and
intangible trust. Journal of Asia Business Studies.12(2). pp.173-192.
Lambert, S. C. and Davidson, R. A., 2013. Applications of the business model in studies of
enterprise success, innovation and classification: An analysis of empirical research from
1996 to 2010. European management journal. 31(6). pp.668-681.
Laudon, K. C. and Traver, C. G., 2016. E-commerce: business, technology, society.
Miller, M., 2012. B2B digital marketing: Using the web to market directly to businesses. Que
publishing.
Minelli, M., Chambers, M. and Dhiraj, A., 2012. Big data, big analytics: emerging business
intelligence and analytic trends for today's businesses. John Wiley & Sons.
Mithas, S., Tafti, A. and Mitchell, W., 2013. How a firm's competitive environment and digital
strategic posture influence digital business strategy. MIS quarterly. pp. 511-536.
26

Newell, S. and Marabelli, M., 2015. Strategic opportunities (and challenges) of algorithmic
decision-making: A call for action on the long-term societal effects of ‘datification’. The
Journal of Strategic Information Systems. 24(1). pp.3-14.
Nwankpa, J. K. and Roumani, Y., 2016. IT capability and digital transformation: A firm
performance perspective.
Onetti, A. and et. al., 2012. Internationalization, innovation and entrepreneurship: business
models for new technology-based firms. Journal of Management & Governance. 16(3).
pp.337-368.
Piaskowska, D., Nadolska, A. and Barkema, H. G., 2017. Embracing complexity: Learning from
minority, 50-50, and majority joint venture experience. Long Range Planning.
Roberts, N. and Grover, V., 2012. Leveraging information technology infrastructure to facilitate
a firm's customer agility and competitive activity: An empirical investigation. Journal of
Management Information Systems. 28(4). pp.231-270.
Ross, D. F., 2016. Introduction to e-supply chain management: engaging technology to build
market-winning business partnerships. CRC Press.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information
Management. 34(2). pp.65-73.
Schaupp, L. C. and Bélanger, F., 2013. The value of social media for small businesses. Journal
of Information Systems. 28(1). pp.187-207.
Setia, P. and et. al., 2013. Leveraging digital technologies: How information quality leads to
localized capabilities and customer service performance. Mis Quarterly. pp.565-590.
Sultan, N., 2015. Reflective thoughts on the potential and challenges of wearable technology for
healthcare provision and medical education. International Journal of Information
Management. 35(5). pp.521-526.
Thomas, H. and Cornuel, E., 2012. Business schools in transition? Issues of impact, legitimacy,
capabilities and re-invention. Journal of Management Development. 31(4). pp.329-335.
Vigdor, J. L., Ladd, H. F. and Martinez, E., 2014. Scaling the digital divide: Home computer
technology and student achievement. Economic Inquiry. 52(3). pp.1103-1119.
Westerman, G., Bonnet, D. and McAfee, A., 2014. Leading digital: Turning technology into
business transformation. Harvard Business Press.
Zikmund, W. G. and et. al., 2013. Business research methods. Cengage Learning.
Online
Artificial intelligence, analytics help speed up digital workplace transformation. 2019. [Online]
Available Through <https://www.zdnet.com/article/how-retailers-across-the-globe-are-
undergoing-digital-transformation-through-personalization/>.
27

APPENDIX 2: PERFORMANCE REVIEW
Working on this research, really give opportunity to me to understand the wide concept of
digital technologies. Through various researchers point of view and taking personal interviews,
I have analysed how such technologies aid retailers in achieving their growth and success of
business. Here, to conduct this project, I have worked under supervision of my seniors as it is
my first research. They have given me instruction and direction to complete this project in
given duration of time and obtain outcomes in desired manner.
Feelings: At initial stage I was expected that conducting research on concept of digital
technology, is much easy, especially when a person work with a highly qualified team. But
during allocation of task and activities, I have analysed that our team manager was much
frustrated. The reason behind this frustration, was appropriate behaviour of members, because
every person wants to do work in own manner. Therefore, it arise conflicts among group which
arise problems for completing activities in desired manner.
Evaluation: This incident has extremely challenging for me because I have to work in
collaboration with such an ineffective team. To gain efforts and contribution of each members,
team-managers has adopted some specific strategies. It includes democratic style of leadership
where every people is allowed to work in own manner, for completing their assign roles. In this
regard, I have too learnt from this incident about importance of leadership and management
skills. This would enhance my skills also to develop strategies for turning negative behaviour of
group-members into positive.
Analysis: I have analysed from such an incident that adoption of effective leadership styles is
the single way, to resolve conflicts among team-members. Therefore, in order to take more
challenging role and complete future projects, I have to develop my leadership and management
skills. Along with this, I have also analysed through observing the team how to conduct a
research, collect information and make interpretation in desired manner. It also enhances my
concept and academic skills related to subject knowledge.
Conclusion: Looking back on entire incidents and working experience with team-members, I
have concluded to complete a research, it is essential for a people to prepare mentally. As
working with different-different people may arise stress level, which directly impact on
effectiveness of outcomes as well. Through feedback of my mentors, I have recognised that in
28

order to give support to group-members, I have to understand the pressured which may arise
during completion of project. For this process, I need to develop my skills and abilities to
achieve goals and objectives of particular project, in given period of time.
Action Plan: In order to work under pressure and with such a team, where every person
belongs to different background, I have to take some management classes. This would help in
understanding how to manage a team and bring collaboration among them. Along with this,
through extracting articles of researchers and reading novels, I can develop my leadership skills
and strategies for resolving conflicts. This would give me opportunity to complete future
project in more appropriate manner.
29

APPENDIX 3: QUESTIONNAIRE
Questionnaire
Q1) Are you aware with concept of emerging technologies in retail stores? Frequency
 Yes 26
 No 4
Q2) Do you think digital technology help JS Supermarket in enhancing its
customer's experience?
Frequency
 Yes 25
 No 5
Q3) Is digital transformation essential in grocery for increasing sales
performance?
Frequency
 Yes 23
 No 7
Q4) Which key areas JS Supermarket needs to make changes for digital
transformation?
Frequency
 Digital marketing 10
 Digital store operations 10
 Digital supply chain 10
Q5) Which is the best suitable technology that JS Supermarket needs to
implement for improving operational activities?
Frequency
 Artificial Intelligence 14
 Mobile applications 8
 Cloud Technology 8
30

Q6) What is the main role of AI technology in enhancing growth and success
of business?
Frequency
 Optimisation of pricing 10
 Rationalisation of inventory and experimental retail 9
 Customer engagement via communication system 11
Q7) What are the main benefits JS Supermarket can gain after implementing AI
technology within stores?
Frequency
 Improve and enhance customer's real-life experience 12
 Upgrade system automatically 11
 Make store more accessible 7
Q8) What are the major barriers arise in implementing digital technology
within JS Supermarket?
Frequency
 Limited Resources 12
 Budget Allocation 8
 Validation of investment 10
Q9) Do you think JS Supermarket need to create change in its business models
for digital transformation?
Frequency
 Yes 18
 No 12
Q10) Provide recommendation to JS for implementing digital technology in
stores for enhancing customer experience...
31

APPENDIX 4: PRESENTATION
32