Running Head: ReportIntroductionBusinesses have already realized that digital engagement and innovation has a crucial impact onand they must use a different medium to engage with their customers in order to drive theconversation and maintain the relevance. But only a few businesses realize how swift thetransformational changes need to happen. Today, everything in the world is getting digitized andevery business needs to implement the strategies which pursue innovation so that before thecompetition disrupts their business model, they must implement the strategies. This report iswritten to respond to the research questions like the identification of the impact of a detaileddigitization on the contact in customer point of view and ameliorate the retail experience forchannel Australia, evaluation of the various strategies undertaken to digitize the retail experiencefor the customers, assessment of the anticipated impacts created by digitizing the retail sector,and the recommendations on required measures for improving the luxury retail experience andcreating inconvenience for the end users to make purchases. The methodology and findings areincluded in this report along with the discussion of the findings. The limitations of the researchare also included in this report ending with the conclusion of the report[ CITATION ElD11 \l 1033 ]. 2
Running Head: ReportResearch BackgroundThe research background exemplifies that how the advancement in the technologies and uses ofthe internet have increased the ways in which the industries like Chanel Australia, creates andmanages their business for the customers to purchase products and services. The ChanelAustralia manages an online store, and has multiple stores for improving the experience of theonline shoppers. The company has not only maintained a better relationship with their customerswith retention and loyalty, but has also improved the retail experience, which consequentlyimproves the satisfaction of the customers. 3
Running Head: ReportResearch AimThe aim of writing this research report is to identify the impact of retail digitization on increasingthe customer point of contact and improve the retail experience at Chanel, Australia.Research QuestionsThis part of the report is evaluated by designing objective to answer the research questionsdifferentiated in terms of primary and secondary. The primary question of this research report is:What is the effect of retail digitization on enhancing the customer point of contact andameliorate the retail experience at Chanel, Australia?The secondary questions which this research report is intended to answer are: How to ameliorate the retail experience for the customers and what strategies wereundertaken by Chanel Australia?What could be the anticipated impacts created through digitization of the retail luxurybrand on improving the online shopping experience and the management of customercontacts? And, What are the different measures recommended to ameliorate the luxury retail experienceand provide an ease to the end users to make purchases of the luxury brand services andproducts from Chanel, Australia?4
Running Head: ReportLiterature reviewThe new digital platforms are emerging with the technological advancements which acceleratethe business without losing the competitive advantage in the retail business. The increasedcompetition needs to engage partners, employees, and suppliers digitally in addition tocustomers, although the threat of the commoditization which is a big challenge for the business.The digital engagement means to the business and is important to understand as it is the initialpoint with a structured approach to assessing the majority of the digitization based on thecomprehension and not just the technology. To mitigate this impact, the business needs todevelop an end to end response and must think about their operations and business models todeliver the strategy. This strategy must be critical to the differentiation and innovation throughthe operating model and C-level leadership. The retail digitization creates a good experience forthe customers and would even engage the experiences with customers across channels to remainconnected with the luxury brand. The details on the how the retail digitization impact and themeasures and recommends for the retail industry are as follows: Identification of the effect of retail digitization on enhancing the customer point of contactand ameliorate the retail experience at Chanel, Australia There is an effect of retail digitization on enhancing the customer point of contact and amelioratethe retail experience at Chanel, Australia. The leading organization or industries like ChanelAustralia are not necessarily waiting for the complaint to the customer support, but using productprocesses to respond and reach out the customer's concerns via social media. The ChanelAustralia is implementing the practical strategies for boosting the revenue and delivering5
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