Research Proposal on Digital Technology Impact

The proposed study aims to investigate the impact of digital technology on the distribution value chain model of independent feature films in the UK. The researcher will collect primary and secondary data through surveys and journal articles, respectively. A thematic analysis will be used to interpret the collected data. Ethical considerations such as taking reliable information from authentic sources will be ensured. The study aims to provide insights into how digital technology is transforming the customer experience in film distribution.

RESEARCH
PROJECT

Background- Digital technology has positive impacted on the retail sector. Now, every firm is
focusing on improving their sales by implying advanced techniques. Matalan is one of the well-
known British fashion as well as home ware retailer based in Knowsley, UK. It has 217 stores
across the nation. For increasing their sales, it introduced Click and Collect service that was liked
by customers. As there were many benefits associated with it, one of the major one was positive
impact on sales. Following study consists of the research which has been conducted on analysing
its impact on several operation of Matalan.
Title- Success of Click and Collect in Matalan
Research Aim- To analyse the impact of Click and Collect services on sale: A study of Matalan
Objectives:
 To assess the impact of Click and Collect Service on sales operations
 To investigate success of the strategy for sales
 To provide recommendation for improvement of the service
Rationale:
This project research will facilitate in exploring as well as observing present aspects of
business related to business environment. Furthermore, scholar is able to analyse pros and cons
of digital technology on the business. As Click and Collect service has postively impacted sales
operation of Matalan. Identification of reasons for adopting this strategy in business is
investigated. Also, problems faced while implementing this service in practical aspects are
determined. Apart from that, investigator is aware of retail sector and benefits which digital
technology can provide to the business.
Gantt chart:
For scheduling several tasks and to track their progress in conduction of research against
the deadline of time which is provided for project, following is the Gantt chart for all steps which
will be followed in investigation:

Literature Review:
According to Kehoe and Mateer, (2015) it has been observed that retailers have relapsed
all the advantages that can be achieved through combination of online as well as in-store
Scheduling 1th
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Framing aim
of the study
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objectives
Assessing
previous
literatures
Choosing
appropriate
research
methods
Formulation
of proposal
Collecting
data through
questionnaire
Recording
data
Analysis of
data
Discussion as
well as
drawing
conclusion
Editing
according to
need and
final
submission

shopping. Encouraging customers for adopting the habit of buying online and collecting it later
from store is very important as it can be beneficial for both buyer and seller. Every retailer is
taking interest to provide such kind of services whether it is for groceries, clothing, fashion and
accessories. It has been expected that click and collect market of UK is expected to grow by 78
percent by 2020 which is up to 8.2 billion pounds (Why retailers are pushing you to click and collect
when you shop online, 2017). It has created intense competition in retail market and has facilitated
in shifting customers from price to convenience.
Lapoule and Colla (2016) has asserted that buyers are liking online as well as picking up
in store as it usually offers them instant gratification and saves their cost of delivery. It provides
a sense of immediacy which traditional system of home delivery cannot beat. Depending upon
typesof goods which they buy and cost of delivery can be high. This pick up facility helps
customers or avoiding problems which are related to unprofessional services of delivery.
Customers seek it as a convenient option as they can collect their purchase during lunch hours or
while on the way for home.
According to Parise Guinan and Kafka, (2016) this type of shopping does not provide
them tactile purchasing which means touching all those products which one is going to buy.
Neither they are able to check quality or assess colour, size and style which can be done prior
before leaving the store. Problems might be easily resolved in store and also its return can
processed at that time, if products are not in accordance to what customers have ordered.
Roggeveen, Nordfält and Grewal, (2016) has asserted that several retailers are now
leaving traditional practice of price wars at online medium as they have recognised importance
of getting connected with buyers with the help of numerous channels as well as touch points.
Click and collect is known to be a natural progression for encouraging customers for going back
at those physical stores
Research Methodology
Research Design- It is a structured framework of several procedures which are conducted
in the research. It comprises of all methods that can be adopted for data collection to
achievement of results. It delivers essential information that can provide acknowledgement of
the type of study which can be implied and problems which are related in conducting this
research and formulating hypothesis with its variables. These can be dependent or independent

one. For this investigation, researcher will adopt descriptive design. In this, he will be exploring
various theories and principles which are related to a particular scenario.
Research Philosophy- Scholar in the following research will follow interpretivitism
philosophy as he will conduct analysis of all patterns of observations as well as interpretation of
related information that has to be gathered from several secondary or primary sources according
to the need. After this, he will form his own theory which would be derived from all existing
one.
Research Approach- The researcher will opt forinduvtive approach as he study several
theories as well as principles for deriving information from them. It involves collection, analysis
and interpretation of data from different kind of sources. Also, scholar will get in-depth
theoretical knowledge which would be important for the research.
Data Collection- It is very important to accumulate data from various origins. The
scholar will use both secondary and primary sources for collecting information regarding
research topic. For primary data, scholar will conduct surveys and will make questionnaires to be
filled by respondents. While, for secondary data, researcher will collect it from many journals,
books or online sites.
Sampling- This is the process of selecting specific set of data on which investigation will
be conducted. Sampling conducted by scholar will be on the basis of his convenience in
accordance to the time and resources available . Random sampling will be used by scholar
Data Analysis- Collected data will be interpreted through thematic analysis in which
several themes will be formulated and interpretation of data will be done accordingly.
Ethical Consideration- While executing this research, there are some special
considerations which scholar will definitely follow such as taking information which is
completely reliable and has been taken from authentic sources. Respondents will be informed
regarding goal of the research for getting their honest response.

REFERENCES
Books and Journals
Kehoe, K. and Mateer, J., 2015. The impact of digital technology on the distribution value chain
model of independent feature films in the UK. International Journal on Media
Management. 17(2). pp.93-108.
Lapoule, P. and Colla, E., 2016. The multi-channel impact on the sales forces management.
International Journal of Retail & Distribution Management. 44(3). pp.248-265.
Parise, S., Guinan, P. J. and Kafka, R., 2016. Solving the crisis of immediacy: How digital
technology can transform the customer experience. Business Horizons. 59(4). pp.411-
420.
Roggeveen, A. L., Nordfält, J. and Grewal, D., 2016. Do digital displays enhance sales? Role of
retail format and message content. Journal of Retailing. 92(1). pp.122-131.
Online
Why retailers are pushing you to click and collect when you shop online?. 2017. [Online]. Available
through: <http://www.abc.net.au/news/2017-08-30/click-and-collect-why-retailers-are-
pushing-shoppers/8856504>