Digital Business Strategy and E-commerce Analysis

This assignment involves a comprehensive analysis of digital business strategy and e-commerce. It covers topics such as electronic commerce, customer relationship management, digital innovation, and the impact of demographic factors on access to the internet. The assignment also includes references to various research papers and articles related to digital business strategy and e-commerce.

Research Project

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................1
Background of the study..................................................................................................................1
Introduction .....................................................................................................................................1
Research Questions..........................................................................................................................2
Research Timeline...........................................................................................................................3
Literature Review.............................................................................................................................4
METHODOLOGY..........................................................................................................................7
RESULTS/FINDINGS .................................................................................................................14
DISCUSSION ...............................................................................................................................24
CONCLUSION .............................................................................................................................28
RECOMMENDATIONS...............................................................................................................30
APPENDIX 1:................................................................................................................................31
REFERENCES..............................................................................................................................34
.......................................................................................................................................................36

EXECUTIVE SUMMARY
Main purpose of preparing this project was to analyse significance of E-Commerce in
customer relationship management in context to B&M company. With the help of this tool
business entity can get a better opportunity to provide services and products to the customers.
There are different research methods such as qualitative, quantitative and data collection tool like
primary, secondary are undertaken for completion of this project. All these are important part for
the researcher to evaluate accurate response of the customers about the e-commerce in the
customer relationship management. E-commerce has revolved across enterprises which means
conducting all activities with the usage of internet. Therefore, it was essential for company to
apply such technology as more and more clients are making payments and buying products
electronically. One of the sector which has been affected more digitalisation is retail sector as
entire departments are interconnect to each other and execute activities in an effective and
efficient manner.
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Introduction
Background of the study
Digitalisation has helped businesses in getting over new insights of operating business
activities and as such, success is achieved in effective way. The opportunities provided by digital
technology had been wonderful for the organisation in carrying out operations in the best
possible manner and ensuring goals are accomplished with much ease. It is viable for firm as
several benefits have been imparted such as improvement in business processes, deploying
effective business models etc. In according to the study, nearly 91 % of employees' wants
changing processes to digitised way so that work may be streamlined quite effectually. In
relation to this, E-commerce has revolved around organisation which means conducting activities
through usage of internet basically on electronic network (Bharadwaj, El Sawy, Pavlou and
Venkatraman, 2013). Thus, it is important for business to implement such technology as more
and more customers are making payments and purchasing goods electronically. One of the
industry that is retail is much influenced by digital technology as all departments are interlinked
to each other and perform activities. Present study is based on B&M Company which is engaged
in retail business and sells quality goods to customers. In relation to organisation, importance of
E-commerce on firm will be highlighted in the research and as such, various objectives and aim
will be formulated to gain clear understanding of research.
Digital technology was more essential and useful part which was applied by the each and
every organisation with aim to maximise their turnover and sales within predetermined period of
time. Beside this, E-Commerce was significant tool of digitalisation which was followed by the
B&M company in order to improve customer relationship management approaches (Rekik,
Kallel and Alimi, 2016). A CRM solution for e-commerce companies supports in tacking
behaviour and communications of customers, storing information, determining high-value and
developing targeted campaigns. Thus, it was the key to set up loyal and long-term clients
relationships and overcome entire challenges by integrating the core customer centric activities
(Bach, 2014). Main purpose and objectives of this project is to identify the importance of e-
commerce technique in CRM. Thus, it was an effective approach to manage a businesses
interaction with actual and possible customers. It uses data evaluation regarding customers'
history with an organisation to enhance relationships between the company and customers,
generally emphasizing on customer retention and finally driving sales growth. Thus, CRM and

E-commerce both are important and significant aspects for the development and growth of the
enterprise.
2

Main reasons behind choosing E-commerce tool as a part of research project was to
analysis importance of the techniques in customer relationship management (E-Commerce,
2018). E-commerce is more essential and important part for the organisation to provide all
details about their products or services to the customers. It is also essential for the researcher to
collect information about the importance of E-commerce in customer relationship management.
(Ballings and Van den Poel, 2015).
Aim: To analyse significance of E-commerce in CRM (Customer Relationship Management) in
context to B&M Company
Objectives:
 To analyse meaning and concept of E-commerce driving success for business
 To assess relationship between CRM and E-commerce on B&M Company
 To assess significance of E-commerce in CRM
 To recommend and implement well-structured strategies of E-commerce for CRM
Research Questions
 What is the meaning and concept of the term E-commerce initiated as unfolding digital
technology?
 What relationship exists between E-commerce and digital technology on B&M
Company
 What is the significance of E-commerce in CRM for organisation?
Rationale
The rational behind taking this research is to provide useful insight of digital technology
that is providing business a way to achieve stated objectives in the best possible manner. For
effectively reaching to end of the research, retail sector is being studied thoroughly. The benefits
carried out by the research is that I'm able to assess kinds of modern digitised technologies which
are directly benefiting firm. Books, journals, literature and published articles are taken into
account for extracting information regarding secondary research quite effectively.
Research Timeline
The plan will be taken by researcher to accomplish study within 20 weeks-
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Activities /
weeks
1 2 3 4 5 6 7 9 1
0
11 1
2
13 1
4
15 1
6
17 1
9
20
Research
proposal
Aim and
objectives of
research
Conducting
Literature
Review
Selecting
methods of
research
Questionnaire
s and
interview
results
Arranging
data in proper
format
Conducting
Data analysis
Conclusion of
research
Providing
Recommendat
ions
4

Accomplishin
g project
entirely
Feedback
Finally
submitting
project
Literature Review
It is formulated to analyse impact of E-commerce on the business. Moreover, methods
have been deployed for implicating E-commerce for initiating processes or organisation.
Meaning and concept of E-commerce as unfolding technology
E-commerce is helping organisation in achieving goals in effective way. According to
Brinkmann (2014), various retailers are present in the industry which are accelerating growth of
business by deploying digitalised technology for attaining profits in the best possible manner.
Digital experiences are provided to customers which are achievable because of transforming
normal business operations in streamlined process by using digital techniques. Orders are made
by consumers and as such, they are based on digitalisation which helps to manage business
process by effectively handling orders with much ease. As per the views of Buckingham (2013),
E-commerce is buying and selling goods on the internet and helping firm to raise marketing of
goods and services and as such, business is able to sell off items and services by using electronic
network in effectual manner. The transactions are made by utilising digitalised technology and as
such, commodities are sold quite effectively.
As per the views of Fichman, Dos Santos and Zheng (2014), E-commerce is useful as it
imparts two benefits such as cost-effective goods and availability of large quantum of goods. In
relation to this, B&M Company has been continuously updating its techniques and achieving
new insights and success is accomplished by implementing modern technology in the business. It
is enhancing relationship with customers by initiating marketing and promoting goods.
According to Fitzgerald, Kruschwitz, Bonnet and Welch (2014), applications and E-commerce
websites are increasing day-by-day which are helping to inject sales by selling goods
electronically. Modern technology is benefiting organisation by imparting diversified channels
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such as E-commerce, E-marketing and related channels for garnering sales with much ease. The
way of doing business is also transformed by firm and as such, it is adopting new and efficient
methods and channels to enhance its customers' base and attaining revenue quite easily. Delivery
of goods are also getting faster because E-commerce solutions are helping organisation to
accomplish new orders and garnering profits.
Relationship between CRM and E-commerce
As per the views of Haight, Quan-Haase and Corbett, (2014), E-commerce has made
drastic change in the retail sector and providing new insights to business and helping in
accomplishing stated goals and objectives. E-commerce is useful for organisation as goods are
sold through use of internet, thereby saving costs of operating physical stores quite easily.
Neuman (2013), says that revenue has been increasing up to a high extent for the business as it is
adopting digital technology and to build brand identity in front of customers with much ease.
CRM is broad term which is essential modern business activity helping organisation to enhance
sales and maximising brand value by effectively maintaining relationship with new and potential
customers leading to broaden customer base.
However, Pagani (2013) says that business was benefited by E-commerce through virtual
selling but it had inculcated certain bad consequences and viewpoints by customers. It is evident
from the fact that customers were not at all happy with virtual shopping experiences due to
longer traffic found on websites leading to crashing, more time required to deliver products are
some of the main consequences of E-commerce leading to decline. The retailers are competing
with one another leading to decreased profits as new tactics are adopted by organisation leading
to more costs to garner customers in effective way. The online platform is used by implementing
extra customer support services for resolving queries of consumers, imparting hefty discounts
adding to overall costs and thereby reducing profits. However, customers prefer online shopping
as it saves time for purchasing goods and as such, firm gets benefit out of the same.
Significance of E-commerce in CRM
As per the views of Lewis (2015), E-commerce has changed way of doing business and
as such, organisation is required that modern technique should be implemented to get desired
results in the best possible manner. B&M Company is also under pressure to effectively use such
technology so that goods may be differentiated from that of rivals and as a result, sales may be
injected quite effectually. In order to accomplish this, proper and adequate research needs to be
6

conducted, competitors' analysis need to be made and solutions of E-commerce are needed as
well. This technology is benefiting organisation to drive towards success and good quantum of
profits are attained quite effectually. The retail sector is attaining sales and injecting overall
growth of country. According to Miller (2012), CRM will be improved because of
implementation of E-commerce helping to strive for strengthening and maintaining relationship
with customers in effective way. Moreover, it is helping to retain dedicated and hard working
employees with much ease.
In opinion of Smith and Wynne, (2017), E-commerce is helping organisation which were
accomplishing daily activities as per traditional methods incurring more costs and lesser benefits.
For retail organisation, it is required that it should provide user friendly experience on the
websites and helping customers' to buy goods by staying at their homes. B&M Company should
provide 24 hours service to customers to enhance their shopping experiences. Moreover, E-
commerce allows effectively to expand business operations of firm. Furthermore, applications
and websites are required to provide better user experience to customers. Thus, E-commerce has
been helping in maintaining relationship with consumers in effective way so that overall
customers may be satisfied and increased profits are attained by company.
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METHODOLOGY
Research methodology is a process used to gather relevant data and information for the
motive of making business decisions in an accurate manner. This methodology may cover
publication research, survey, interviews and many other research tools. All these are useful
aspects which is applied by the researcher in order to collect appropriate information and provide
this data to the company. So business is able to deal with difficult situation and achieve better
outcomes easily. In order to complete research methodology, research needs some approaches or
technique's which are determined as under :
Research design:The entire project is mainly relay on the research design which is
applied by the investigator for analysing the main impact. There are mainly three kind of
research design including descriptive, experimental and exploratory (Chaffey, 2015). According
to the research subject, descriptive design must be taken in the account of investigation as, it
support the business to collect appropriate amount of the information which benefited to the
company to maximise their sales and revenues.
Research philosophy: It is another important part of collecting information in an
accurate manner. This research philosophy divided into two parts such as Interpretivism and
positivism (Ross, 2016). In this report, Interpretivism philosophy will be followed because it
assist in evaluating the information in planned way. Another, positivism philosophy was not
suitable and appropriate for carrying out investigation. The research philosophy is required in
order to conduct research in the best possible manner. It will be required by researcher to
complete research and finding out conclusion by taking appropriate data and applying certain
vital concepts quite effectually (Research Philosophy. 2018). Appropriate data will be collected
by scholar to attain useful insight about the study in hand. In relation to this, positivism and
interpretivism will be used to evaluate research in effective way. This is required to have proper
understanding of the research topic of impact of digital technology in business activities.
Research Design-It is also important part of the research so that appropriate design may
be adopted to provide concrete results in effectual manner. Research design will be helpful for
attaining useful insight of current study on B&M Company. There are basically two types of
such design namely exploratory and descriptive research. The exploratory type of research
design is helpful in attaining new insights about what is happening in the current scenario and as
such, it provides solution to research questions posed and study can be easily evaluated with
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much ease. Descriptive method is used to provide clarity in relation to business situations (Wang
and et.al, 2017). The descriptive research will be utilised by researcher to analyse impact of E-
commerce on success of firm.
Data Collection: For gathering the information, there are fundamentally two approaches
which will be followed in the investigation. Primary and secondary methods are main approach
of data collections. Under primary research, survey, questionnaire will be prepared which will
support in gaining appropriate and proper information from the respondents (Dargah and
Golrokhsari, 2014). Another is secondary method in which research need to applied journals,
books and many other appropriate sources which will support the investigator to collect data
regarding E-commerce and customer relationship management which is highly required by the
enterprise. Along with this, it will also help in gaining appropriate information regarding how the
competitive edge can be achieved through E-commerce technique. But in this research,
investigator needs to recognise the proper and authentic information. Data collection is
important for analysing research in that way by which useful insights may be gathered quite
effectually. Mainly, there are two types of data used by scholar namely primary and secondary
data. Primary data is collected by researcher which is first handed data and is not used in
previous research. On the other hand, secondary data is taken in order to extract already
published data such as from books, journals, published articles and related data which is used in
previous researches (O'Leary, 2017). Primary data will be collected by providing questionnaires
and secondary data will be gathered as well.
Data Analysis: It is another appropriate and best aspects of methodology which will be
completed with the support of thematic investigation. In this research project, various number of
themes will be implemented which will assist in conducting the research in an effective and
efficient manner. The themes analysis will be created each and every questions as this help the
scholar or Assimilator in minutely evaluating the response of respondents (SB and Bala, 2014).
This methodology is used by the researcher to easily collect appropriate data and information
from the responses provided by the respondents. The data analysis is required in order to present
information in effective way. The qualitative data has no such method, however, it will be
transformed into useful information with ease. In current study, thematic analysis will be used by
scholar so that information can be extracted regarding impact of digital technology on B&M
Company quite effectually. Hence, reliability will be achieved by performing thematic analysis.
9

Data Sampling: It is an effective approach which is adopted to gather the sample
evidently has big implication on the valid conclusion of judgement drawn from that sample.
There are mainly two type of data sampling method such as random and stratified random
sampling. Both are useful but in this current research random sampling method is mostly used
because in which entire number of population has a similar or equal chances of being selected.
Another methods of sampling are probabilistic and non-probabilistic (Doherty, Shakur and Ellis-
Chadwick, 2015). Both are useful and essential for the investigator to analysis appropriate data
about the respondents response. In case of probabilistic, it is a qualitative tool which is applied to
measure viewpoints and chiefly stratified sampling and simple random approach are applied. In
case of non-probabilistic sampling is completed without size and calculation is taken. In actual
investigation of assessing effects of E-Commerce in customer relationship manageable and on
B&M organisation, simple random sampling will be utilized by learner by selecting 20
respondents and data can be gathered effectively and point of view will be analysed about
usefulness of E-commerce in an enterprise. The sampling is required which is used to select few
samples from the universe which will be representative of whole population under study.
Sampling helps to focus on sample in order to interpret views of large quantum of population.
There are two sampling methods such as probabilistic and non-probabilistic. Probabilistic is
qualitative technique used to calculate viewpoints and mainly, simple random sampling,
stratified sampling are used. On the other hand, non-probabilistic sampling is done without
calculation and size is taken. In present research of assessing impact of digital technology on
B&M Company, simple random sampling will be used by scholar by selecting 20 employees
and information can be collected in effective manner and viewpoints will be analysed regarding
usefulness of E-commerce in firm.
Limitations: This part of the methodology effects on the researcher while doing entire
investigation. It is for sure that research project will have certain limitations and it is normal. All
the same, it is critically essential for investigator to be striving to decrease the scope of
limitations end-to-end the research activity. Also, they require to provide the acknowledgement
of research boundary in conclusions section honestly. It is a typical dissertation that may linked
to the different points such as formulation of research aims and objectives, implementation of
data collection tool, sample size, lack of previous studies in the investigation field, scope of
discussion and many other (Lin and Wang, 2015).
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Ethical consideration: It is the main part of research methodology which should be used
by the investigator in order to keeping the information which are gathered from the respondents
privately so that there are less chances of developing mistakes and issue . Thus it will be reduced
effectively and efficiently which benefited B&M to gain competitive advantages easily. The
questions are developed that should be clear and they should not harm the feelings of others.
Therefore morals are significant to tell accurate of data so that whole operations and activities
are implemented in right direction (Turban and et. al., 2015). The ethical considerations are
required to be followed so that information may be attained by taking consent of people in
effective manner. In relation to this, confidentiality will be made with regards to data collected
from the employees of B&M Organisation so that data would be privately held. Furthermore,
data will be gathered by taking permission of workers quite effectually.
Primary and Secondary research by applying appropriate methods and tools.
Primary source is an effective tool in collecting original data via the perspective of
answering. In this questionnaire is state made in order to collecting proper and accurate
information for organising the research project in appropriate way (Maadi, Maadi and Javidnia,
2016). There are different sources of primary information such as historical and legal documents,
results of experiments, eyewitness accounts, statistical data, audio and video recordings, pieces
of creative writing, speeches, and art objects. On the other side secondary approach is effective
in collecting information from books, online sites, journals etc. in this past research projects are
plays vital role in giving a in-depth description regarding the particular area of research. There
are different problems which has a direct effects on the activities and functions of research which
are determined as under:
Cost: The potential cost or value of specified research project isn't high as in this
information has been collected via the perspective of 20 individuals who are applying digital
technologies like E-Commerce as to assumable data by their own contribution.
Ethical Issue: At the period of organising a research activity investigator faces various
issues and problems which has a direct effects on the wind up of the research work. Cost and
time are considered as main and real problem which requires to retained by investigator at the
period of leading a research report (Mao, Song and Yu, 2015).
Time Scale:
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12

Thus, all these methods are important and useful for the researcher to analysis accurate
information from the customers. Beside this researcher was followed different tools such as
primary data, descriptive design, themes analysis, questionnaire, simple random sampling
methods and many other technique's are used (Marinagi, Trivellas and Sakas, 2014). All these
are help the manager of B&M company to identified opinion and point of view of selected
respondents about the impact of E-Commerce in customer relationship management and on
business operations. Therefore, it will also assist the business entity to attract large number of
customers as well as achieve competitive advantages within predetermined period of time.
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RESULTS/FINDINGS
Q1) Does the concept of customers relationship management is beneficial for an
organisational growth?
Frequency
Yes 16
No 4
14
Yes No
0
2
4
6
8
10
12
14
16
16
4
Column B

Q2) The level of convenience offered by e-commerce to the business activities
of B&M?
Frequency
High convenience 15
Low convenience 5
15
High convenience Low convenience
0
2
4
6
8
10
12
14
16
15
5
Column B

Q3) What is the role of e-commerce within the current competitive business
environment?
Frequency
Necessary for Higher growth 8
Customers Satisfaction 5
Higher customers reach 7
16
Necessary for Higher growth
Customers Satisfaction
Higher customers reach
0
1
2
3
4
5
6
7
8
8
5
7
Column B

Q4) How CRM can help B&M to maintain an effective relationship with its
customers?
Frequency
After sales services 7
Discounts offers 6
Easy payment modes 7
17
After sales services Discounts offers Easy payment modes
5.4
5.6
5.8
6
6.2
6.4
6.6
6.8
7
7
6
7
Column B

Q5) Is any improvement in the relationship share between business and
customers?
Frequency
Yes 15
No 5
18
Yes No
0
2
4
6
8
10
12
14
16 15
5
Column B

Q6) What is the impact of CRM on organisational Sales and revenue? Frequency
Increase in sales 18
Decrease in Sales 2
19
Increase in sales Decrease in Sales
0
2
4
6
8
10
12
14
16
18
18
2
Column B

Q7) What is the influence of CRM on customers loyalty for B & M company? Frequency
Increase 17
Decrease 3
20
Increase Decrease
0
2
4
6
8
10
12
14
16
18 17
3
Column B

Q8) Which department of B&M company can be improved by the
management?
Frequency
Services 5
Customer care 10
Quality offering 5
21
Services Customer care Quality offering
0
1
2
3
4
5
6
7
8
9
10
5
10
5
Column B

Q9) What is the effectiveness of e-commerce in Customers relationship
management within the business?
Frequency
Online services 10
Easy Communication 5
Capturing global market 5
22
Online services Easy Communication Capturing global market
0
1
2
3
4
5
6
7
8
9
10
10
5 5
Column B

Q10) What are the mediums of e-commerce which are being used by B&M for
providing e-commerce facilities to its customers?
Frequency
Mobile Application 10
Social Media 5
Websites 5
23
Mobile Application Social Media Websites
0
1
2
3
4
5
6
7
8
9
10
10
5 5
Column B

DISCUSSION
Theme 1: The concept of customers relationship management is beneficial for an
organisational growth.
Interpretation: From the description of the above given report it has been concluded that
16 out of 20 respondents are agree with this statement that the concept of customers relationship
management is beneficial for an organisational growth. The concept of CRM is effective and
widely applied by small as well as large business enterprises to implementing friendly and good
relationship with their customers in respect to sustain them in context of business . 4 respondents
are not agree with the same as per their opinion CRM is not effective for developing the
operations of the firm.
Theme 2: High level of convenience offered by e-commerce to the business activities of B&M.
Interpretation: As per the above given report it has been concluded that 15 out of 30
people said that high level of convenience is offered by e-commerce to the business activities of
B&M. As a popular business organisation B&M is concern on expanding their business
operations at wide scale in respect to attaining higher competitive edge at market place. 5 people
have gone with the option of low convenience as per their opinion e-commerce is not providing
effective facilities to the operations of the firm.
Theme 3: E-Commerce plays different role in the attaining competitive advantage for firm.
Interpretation: From the above mentioned report it has been determined that E-
Commerce plays different role in the attaining competitive advantage for firm. 8 respondents
said that e-commerce facilities are necessary for the higher growth of firm, thus this kind of
activities are effective in capturing a wide area of market which create value in developing the
base of customers. 5 people gone with the option of customers satisfaction as per their view point
company is using e-commerce facilities as to providing effective and attractive facilities to its
customers and remaining people are select the option of higher customers reach.
Theme 4: B & M apply different CRM techniques to maintain an effective relationship with its
customers.
Interpretation: As per the above given report it has been analysed that as a popular
business organisation B&M apply different CRM techniques to maintain an effective
relationship with its customers. 7 out of 20 people said that after sales services are considered to
be the most effective tool for maintaining long term relationship with customers. 6 people select
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the option of discount offers as this is also an important element for managing customers
relationship and remaining people go with the option of Easy payment modes this is the most
attractive tool for customers.
Theme 5: An effective improvement can be seen in the relationship share between business
and customers.
Interpretation: From the above given project it has been analysed that an effective
improvement can be seen in the relationship share between business and customers. 15 out of 20
people are agree with this statement as per their opinion company is attaining growth through
developing effective relationship with their customers. 5 people are not in favour with the same
as per their opinion company is not putting any kind of efforts to maintain a good relationship
with their customers.
Theme 6: There is positive impact of CRM on organisational Sales and revenue.
Interpretation: As per the details of the above given graph it has been determined that
Customers relationship management is effective for increasing the sales and revenue of the firm.
CRM is considered as the most effective tools which is used by firm's in respect to handling long
term relationship with their customers. 15 out of 20 people said that CRM is effective in
increasing the sales of firm and remaining people are not agree with the same.
Theme 7: The influence of CRM on customers loyalty for B & M company is increasing.
Interpretation: According to the above given discussion it has been analysed that CRM
is appropriate for developing customers loyalty which create value in enhancing the operations
of B&M within the market place. 17 out of 20 people said that the loyalty of customers is
enhanced through the proper implementation of CRM activities within the work place. 3 people
are not in favour with the same as per their opinion CRM is not playing essential role n
developing the loyalty of customers.
Theme 8: Business area of B&M company can be improved by the management.
Interpretation: As per the above given report it has been concluded that there are
different area which are needs to be improved by the management of B&M. 5 people select the
option of service as per their opinion company needs to improve their services facilities in
respect to grabbing the attention of customers. 10 people said that company needs to improvise
customers care facilities and remaining select the option of quality offering.
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Theme 9: The effectiveness of e-commerce in Customers relationship management within the
business.
Interpretation: As per the description of the above given report it has been determined
that there are different effectiveness of e-commerce in Customers relationship management
within the business such as online services, easy communication and capturing global market.
Theme 10: There are different mediums of e-commerce which are being used by B&M for
providing e-commerce facilities to its customers.
Interpretation: From the above given report it has been evaluated that there are different
mediums of e-commerce which are being used by B&M for providing e-commerce facilities to
its customers. 10 people select the option of mobile application, 5 people go with social media
and remaining people go with websites.
The concept of E-commerce driving success for business
In the modern world, the activities of small as well as large business enterprise are based
on digitalisation, thus business firm's are widely concern on applying digital tools and
technologies in order to developing their business operations at global level. E-commerce is
consist to be a vast concept which plays effective role in exploring business operations at global
scale. e-commerce business is helping association in accomplishing objectives in powerful way.
Different retailers are available in the business which are acceleration development of business
by conveying digitalised innovation for accomplishing benefits in the most ideal way
(Michałowska, Kotylak and Danielak, 2015). Digital or computerized experience are given to
clients which are achievable as a result of changing ordinary business tasks in streamlined
process by utilizing advanced procedures. Requests are made by buyers and all things
considered, they depend on digitalisation which oversees business process by successfully
dealing with orders without any difficulty. E-commerce is purchasing and offering products on
the web and helping firm to raise showcasing of merchandise and enterprises and in that
capacity, business can auction things and administrations by utilizing electronic system in strong
way. The exchanges are made by using digitalised innovation and in that capacity, items are sold
viably.
Relationship between CRM and E-commerce
E-commerce is consist to be the essential tool of digitalisation which plays vast role in
developing the operations of the firm within a global scale. E-commerce has rolled out extreme
26

improvement in the retail sector and giving new experiences to business and aiding in achieving
expressed objectives and targets (Moghavvemi and et. al., 2017). E-commerce is valuable for
association as products are sold through utilization of online facilities, in this way saving cost of
operating physical stores are significantly easy. The income has been expanding up to a high
extent for the business as it is receiving computerized innovation and to build effective brand
image in the mind set of clients without any difficulty. CRM is a crucial term which is based on
the current business action that helps the business association to upgrade its deals and expanding
brand image by successfully maintaining relationship with new and significant buyers.
Significance of E-commerce in CRM
E-commerce has changed the method for working together and doing business like it is
required for a business to implement new and advance technologies as to enhancing their
business operations at wide scale. B&M Company is additionally under strain to successfully
utilize such innovation with the goal that products might be separated from that of opponents and
therefore, deals might be conducted effectively (Pt Joseph, 2015). With a specific end goal to
achieve this, appropriate and satisfactory research should be directed, contenders' investigation
should be made and arrangements of E-commerce are required as well. This technology is
providing advantages to the association to drive towards progress and great quantum of benefits
are achieved practically. The retail segment is achieving sales and growth general development
of country.
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CONCLUSION
Hereby it can be concluded that business is benefited by implementing digitalised
technology in the normal operations. It is useful for B&M Company to effectively attain stated
goals by selling goods on online basis and enhancing customer satisfaction quite effectually.
Hence, E-commerce is beneficial for injecting sales. From the above mentioned report, it has
been concluded that E-Commerce is more essential and useful part of the digital technology
which is used by the each and every company to save their time and cost. In this research, there
was use of different approaches of the research-methodology are used such as design,
philosophy, data collection, limitation, ethical consideration and many other. All these are
impacted on the business performance and profitability in a direct manner. Further, E-Commerce
assist the organisation to maintain customer relation for long duration. Beside this, investigator
prepared a questionnaire which help them to easily identify response from the customers about
the impact of digital technology on company and its effectiveness on business operations. In this
research selected sample size was 20 in which half of the respondents are prefer E-Commerce
because they said it is effective for saving time as well as cost also. E-commerce in CRM is more
essential and significant which is agreed by the different respondents out of total answering.
Main objective of the research is to assess relationship between E-Commerce and CRM which is
benefited to the organisation to gain competitive advantages as well as maintain long lasting
position at the marketplace. For achievement of this, researcher was followed primary method of
research which help them to evaluate customers response effectively.
Reflection on the effectiveness of research techniques.
Research is thoughtful to be the most important part in collecting information regarding
specific problem by applying scientific approach. Research Methodology plays an essential role
in executing research activities effectively. In this, data collection is completed which is known
as significant components and entire research activities work is based on that information which
is collected via the researcher. In this investigation work, both sources of information collection,
i.e., primary and secondary methods are used by the researcher in order to finish research
properly. In this research, Questionnaire is applied as the source of information collection and it
is collected by 20 respondents. All the data gathered by Questionnaire assist in carrying out
investigation further It covers fieldwork process like, selecting & asking questions from
answering, instructions for approaching, payments or rewards served to them . The activity of
28

questionnaire has different specific goals such as the information required should be
communicated in set of questions which can acquire be answered by answering, it should be
designed in such a manner that communicator are pleased, motivated to acquire consider in
interview & complete whole information, the questionnaire should seek to decrease the response
error.
Alternative research methodologies:
An another alternative research methodology can also be applied by investigator as to
collecting information which is interview. It is an important source to collect appropriate amount
of information from a limited number of people with face to face interaction is state completed
done as to analysing at the reliable and better outcome. This is costlier and time consuming
process in nature as compared to questionnaire. There are various substitute tools which
additionally followed to organise look into in a productive manner. For directing this
investigation, I have taken the tools for poll to acquire a perspective of respondents. There are
substitute aspects which are similarly accessible. Thus, these includes Interviews techniques
under which the investigator should direct research reply round from responsive without anyone
other and not via a survey.
29

RECOMMENDATIONS
From the above mentioned report it has been recommended that Digital technology in the
business operations and activities was highly important because with the help of this they can do
their operations in an easy manner. Company applied E-Commerce technique which aim to
maximise customer relationship management. It was also essential for them to achieve better
outcomes. To gain competitive edge B&M should apply social media, internet or online
marketing, mobile apps etc. All these are highly beneficial for the future growth and
development of company at international marketplace. Further, company should provide quality
in their products and services which should attract large number of the customers easily. Thus it
is beneficial and essential for the organisation to keep their better and strong image at market.
Another recommendation for the business entity to followed their own mobile application which
help them to easily invite different number of customer and gain better outcomes within
predetermined period of time.
Along with this, Company used Social media tool because in current era, it is more and
more use in day to day life. This tool support the B&M to provide their entire information and
data related to its services, products and many other to the customers in quick manner. Thus, all
these technology are useful and essential for the company to improve their performance and
profitability and maintain future growth and development easily.
Therefore, E-Commerce and many other technique's which are assist the business
organisation to easily accomplish their research objectives and identify customers feedback
about the specific research. It assist the business to overcome different issues which arise during
and after the research program. Feedback from the customers are benefited to the company to
maintain long lasting relationship with customers and attain desired objectives and gaols
systematically.
30

APPENDIX 1:
Questionnaire
Name:
Age:
Gender:
Email Id:
Phone Number:
Address:
Q1) Does the concept of customers relationship management is beneficial for an organisational
growth?
Yes
No
Q2) The level of convenience offered by e-commerce
High convenience
Low convenience
Q3) What is the role of e-commerce within the current competitive business environment?
Necessary for Higher growth
Customers Satisfaction
higher customers reach
Q4) How CRM can help B & M to maintain an effective relationship with its customers?
After sales services
Discounts offers
Easy payment modes
Q5) Is any improvement in the relationship share between business and customers?
Yes
No
Q6) What is the impact of CRM on organisational Sales and revenue?
Increase in sales
Decrease in Sales
Q7) What is the influence of CRM on customers loyalty for B & M company?
31

Increase
Decrease
Q8) Which business area of B&M company can be improved by the management?
Services
Customer care
quality offering
Q9) What is the effectiveness of e-commerce in Customers relationship management within the
business?
Online services
Easy Communication
Capturing global market
Q10) What are the mediums of e-commerce which are being used by B&M for providing e-
commerce facilities to its customers?
Mobile Application
Social Media
Websites
Q11) Any recommendation for B&M to attain competitive edge within the market place.
Questionnaire
Q1) Does the concept of customers relationship management is beneficial for an
organisational growth?
Frequency
Yes 16
No 4
Q2) The level of convenience offered by e-commerce to the business activities
of B&M?
Frequency
High convenience 15
Low convenience 5
Q3) What is the role of e-commerce within the current competitive business Frequency
32

environment?
Necessary for Higher growth 8
Customers Satisfaction 5
Higher customers reach 7
Q4) How CRM can help B & M to maintain an effective relationship with its
customers?
Frequency
After sales services 7
Discounts offers 6
Easy payment modes 7
Q5) Is any improvement in the relationship share between business and
customers?
Frequency
Yes 15
No 5
Q6) What is the impact of CRM on organisational Sales and revenue? Frequency
Increase in sales 18
Decrease in Sales 2
Q7) What is the influence of CRM on customers loyalty for B & M company? Frequency
Increase 17
Decrease 3
Q8) Which business area of B&M company can be improved by the
management?
Frequency
Services 5
Customer care 10
Quality offering 5
Q9) What is the effectiveness of e-commerce in Customers relationship Frequency
33

management within the business?
Online services 10
Easy Communication 5
Capturing global market 5
Q10) What are the mediums of e-commerce which are being used by B&M for
providing e-commerce facilities to its customers?
Frequency
Mobile Application 10
Social Media 5
Websites 5
Q11) Any recommendation for B&M to attain competitive edge within the
market place.
34

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