Digital Empowerment & Brick&Mortar Performance

This qualitative research project aims to identify the impact of digital empowerment of consumers on the performance of brick-and-mortar businesses. It will explore the factors motivating consumers to prefer online purchases over in-store shopping, and analyze whether this shift contributes to the decline of physical retail outlets. The study will utilize interpretivism philosophy with thematic analysis method, interviewing 10 experienced managers from the industry.

RESEARCH PROJECT
(The impact of digital empowerment for consumers and its effect on
brick mortar business)

Table of Contents
PROJECT TITLE.............................................................................................................................1
INTRODUCTION...........................................................................................................................1
Background of the study.........................................................................................................1
Aim and Objectives................................................................................................................1
Rationale of the study.............................................................................................................2
LITERATURE REVIEW ...............................................................................................................2
Digital empowerment.............................................................................................................2
Factors motivate consumers to buy products online rather than retail stores.........................3
Impact of digital empowerment of consumers on brick and mortar business outlets............3
Gap in literature......................................................................................................................4
METHODOLOGY..........................................................................................................................4
TIMELINE.......................................................................................................................................6
LIMITATIONS................................................................................................................................7
EXPECTED OUTCOME................................................................................................................7
BIBLIOGRAPHY............................................................................................................................8
APPENDIX......................................................................................................................................9

PROJECT TITLE
The impact of digital empowerment for consumers and its effect on brick mortar business.
INTRODUCTION
Background of the study
Digitalisation has changed the scenario of business drastically. Now, consumers do not
prefer to buy products from brick and mortar business outlets. They like to buy goods and
services through digital network or online sites. In order to sustain in the market for longer
duration and for generating high revenues, companies are now taking support of mobile
applications. These devices support the firm in conducting business more efficiently and making
strong connection with consumers (Brick-and-Mortar Retailers Must Innovate to Flourish in a
Digital World. 2016). E-commerce has enhanced competition in the market and it creates trouble
situations for brick and mortar business outlets. The aim of implementing these technologies is to
improve operational process and gain attention of mass audience. These digital technologies
support the firm in providing quality services to customers and expanding its operations across
the world. Consumers are the life blood of business, their attitude and perception towards the
firm can influence its overall performance to great extent. Digital empowerment of consumers
forces companies to implement these digital technologies in the workplace and make effective
coordination with clients through these applications (Kent and et.al., 2018).
Present study is based on brick mortar business. The main aim of the firm is to provide
satisfactory goods and services to consumers that can fulfil their needs. Current study will
discuss impact on digital empowerment of consumers on brick and mortar business outlets.
Furthermore, it will explain the factors that motivate consumers to buy products online rather
than retail stores.
Aim and Objectives
Aim
“To identify impact of digital empowerment of consumers on business performance of brick
mortar business.”
Objectives
 To understand conceptual framework of digital empowerment.
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 To analyse the factors that motivate consumers to buy products online rather than retail
stores. To identify impact of digital empowerment of consumers on performance of brick mortar
business.
Research Questions
 What is the meaning of digital empowerment?
 What are the major factors that motivate people to buy products online rather than retail
stores?
 Does digital empowerment of consumers contributing to failing brick mortar business?
Rationale of the study
The main reason of conducting this study is that from last few decades, sales of brick
mortar business is getting down. However, the chief cause of this issue is digital empowerment
of consumers. Researcher aims to find out the reason of this problem and how digital
empowerment of consumers impact on the brick mortar business performance (Huang and et.al,
2015). It is an interesting area and scholar has huge interest in digital technologies; thus,
researcher has selected this topic for the research. In addition, there are huge data available on
the topic so, it would be easy for the researcher to collect accurate data on it and complete this
study in an effective manner. These are the reasons of selecting this topic for the research.
LITERATURE REVIEW
Digital empowerment
As per the view of Olson, (2015) consumers have high power to influence the business
performance. They use digital technologies such as mobile application, social networking sites
etc. that help them in getting high quality products at reasonable prices. Through digital
technologies, they become able to fulfil their needs. Digital empowerment is the way that is
changing demand of consumers and business has to implement innovative ideas in order to meet
with this demand. Leong, Jaafar and Ainin, (2018) stated that digital empowerment is the way of
communicating well with consumers and understanding their needs and requirements. It is the
way that supports the retail business in providing satisfactory products and services to consumers
and retaining them in the firm for longer duration. Mobile technology has changed the traditional
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purchase process (Lamberton and Stephen, 2016). Earlier to this, people were used to go to
several stores in order to buy any product or services but now, they have power to compare
different brands and then finally make their choice. Internet supports the consumers in gathering
vast data about their needed products and then making their purchase decision. They get various
offers through these digital technologies or platform that supports them in getting high quality
product with easy process. It is time saving option for the people where they can get facility of
free home delivery as well.
Factors motivate consumers to buy products online rather than retail stores
According to Krasonikolakis and et.al., (2018) consumer buying behaviour is influenced
by the social interaction with other buyers. Digital platform is the medium that allow consumers
to know the perception of one user about products of the company. If one person is giving
positive review on the site, then it will make others positive and they will experience its products
and services whereas if there is negative review, then it will change mind of consumers and they
may move to other brands (Blázquez, 2014). Online shopping now has become the biggest
threats to the physical retail outlets. People like to buy goods online because it saves their time
and money as well. They easily compare other brands and then buy particular product. Online
features such as review of others, product assortment etc. has given power to the consumers to
make their buying decisions.
Digital empowerment are influencing habits and expectation of the clients. With the help
of online technique now people are able to check availability of the products and making their
buying decision. This enhances their expectation and they become loyal towards the firm.
As per the view of Lamberton and Stephen, (2016) there are many companies which have
no physical stores at some specific locations. These are highly reputed brands and consumers
want to get its products. But to unavailability of retail stores, they take support of digital
techniques that help them to get their desired products in minimum time.
Impact of digital empowerment of consumers on brick and mortar business outlets
As per the view of Blázquez, (2014) with the increasing e-commerce business has created
trouble for the brick and mortar business outlets to great extent. People are finding its convenient
way to buy any products and services (The Impact of Digital Technologies on Innovations in
Retail Business Models, 2013). This saves their time and they get benefits by purchasing goods
online. This has affected business outlets to great extent. Now, people are not taking much
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interest in buying products through retail stores. This has reduced sales of these outlets. Digital
empowerment is beneficial for the consumers, they can pay for their services online and can get
home delivery option. Apart from this, digital empowerment helps them in comparing products
of the firm with other brand. That supports in making sound buying decision. But due to
increasing interest of digital shopping, it is affecting profitability of the physical outlets. Huang
and et.al., (2015) argued that digital empowerment does impact on the brick and mortar business
outlets. It is because there are many people who do not trust on online shopping. They like to buy
products from retail stores. Increasing digital frauds have developed fear in the mind of
consumers and still they have faith in shopping from retail stores.
Customer interaction plays significant role in the business unit. Digital empowerment
helps consumers in interacting well with the company. Technological advancement allow
consumers in creating open environment where individual can get more detail about the firm ad
its products. Entities are using online forms this helps ion identifying the effective of products
and knowing views of consumers about the firm.
According to Kent and et.al., (2018) digital empowerment has enhanced expectation of
consumers to great extent. Now people want more effective delivery options and they look at the
quality of the products. This has created issues for the physical outlets, because now they have to
provide more benefits to the buyers so that they feel satisfied. This sometimes increases cost of
the business and entity fails to sustain in the market for longer duration. Retail stores of brick and
mortar business have to pay salaries to employees, have to pay rent of the stores etc. In such
condition, their liabilities are high and if they offer additional benefits to the consumer, then it
affects their budget.
Olson, (2015) Leong, Jaafar
and Ainin,
(2018)
(Lamberton and
Stephen, 2016)
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Sub topic 1:
Digital
empowerment
Broadband and
Digital
Technologies
have significant
impact on the
Distribution and
Exhibition of
Motion Picture
and Television
Content
Concerned study
reported 33%
variance in urge
to purchase and
61.7% in the
impulse
purchasing
aspects.
In the recent
times, customers
and marketers
lay high level of
emphasis on
using digital,
social media and
mobile
technologies.
Krasonikolakis
and et.al.,
(2018)
Blázquez, 2014 Lamberton and
Stephen, (2016)
Sub topic 2:
Factors motivate
consumers to buy
products online
rather than retail
stores
Findings of the
study presents
that price
comparison is
one of the main
factors which
affect assortment
satisfaction.
439 respondents
entailed that
there is a need to
re-define in-store
shopping
experience.
Further,
emphasis is also
placed on
creating an
integrated
experience
among channels.
Digital, social
media marketing
and mobile
technologies
helps in
developing
awareness
among the
customers
regarding
offerings.
Blázquez, (2014) Huang and
et.al., (2015)
Kent and et.al.,
(2018)
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Sub topic 3:
Impact of digital
empowerment of
consumers on brick
and mortar
business outlets
Mobile and digital
technologies
assist in
developing link
with the
customers.
By doing
assessment, it
has identified
that in fashion
stores limited
focus is placed
on the usage of
innovative in-
store
technologies.
Digital
technologies
have significant
impact on sales.
Gap in literature
The literature review contains some gap as in the current study, researcher has focused on
digital empowerment but does not involve aspect for companies those which are implementing
digital technologies in their workplace (Blázquez, 2014).
METHODOLOGY
Research philosophy
There are various types of research philosophies: interpretivism, positivism, realism etc.
All these have unique characteristic and use in different types of investigation. The current study
is based on impact of digital empowerment on brick and mortar business. For that, scholar has
taken support of interpretivism philosophy (Stanley and et.al, 2015). This assists the researcher
in developing understanding about the digital empowerment and how this affects operations of
brick and mortar business. It is qualitative in nature thus, use of this method is appropriate and
support in finding accurate results to the entity.
Data Collection methods
There are many methods to collect information about the topic. Primary and secondary
are two major techniques. In the primary data collection sources, researcher gathers details by
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own and use real facts about the topic. On other hand in the secondary data collection sources,
the scholar takes support of already available information (Lee and Jarvik., 2014). Qualitative
research uses questionnaire and interview techniques in order to know reality about the subject
matter. Quantitative researches use standardised methods and involve statistical tools as well as
numbers in order to develop understanding about the topic. In the present research, scholar
implies quantitative method of data collection. Researcher has more interest in finding the
situation of brick and mortar business. This helps the scholar in finding emotional aspects and
perception of people about digital empowerment (Bøe, Hognestad and Waniganayake., 2017).
Data collection tools
Use of interview technique is considered as the most effective method of data collection
in the qualitative investigations. Semi structured interview supports researcher in gathering real
detail about real situation of brick and mortar business due to digital empowerment.
In the present study, researcher has applied interview technique and has involved those
participants in the investigation who can give better information about the impact of digital
empowerment on brick and mortar business (Anney, 2014). The main benefit of using interview
technique in the qualitative type of researches is that in this, scholar can ask pre-arranged
questions about digital empowerment and its impact on brick and mortar business with the
participants.
Sample
Samples in the current study can be employees of the company who are working in brick
and mortar business outlets and it can be those managers who have good knowledge and
experience about the field (Chatrakul Na Ayudhya, Smithson and Lewis., 2014). In the present
study, researcher will take interview with 10 managers. They are the appropriate sample because
they analyse the company performance and factors that impact on the overall performance of
business outlets. Thus, they can give better detail about impact of digital empowerment of brick
and mortar business outlets.
Data Analyses
Data analysis is the most important part of research project that supports scholar in
reaching the final results. In the qualitative studies, scholar applies thematic analyses method. By
using graphs and charts, individual can present data in an effective manner (Stanley and et.al.,
2015).
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TIMELINE
Activities 1st
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
Week
10th
Week
Selection of
research topic,
framing of aim
and objectives
Reviewing the
earlier
literatures
Selection of
research
methods
Completion of
research
proposal
Data
collection
through
questionnaire
Recording of
collected data
Data analysis
Conclusion
and
recommendati
8

ons
Edition and
final
submission
LIMITATIONS
There are three major limitations acknowledged by the researcher. It is essential for the
scholar to pay special attention on the given issues so that study can be completed on time.
 Past researches have given different views about impact of digital empowerment on brick
and mortar business. Some studies are reflecting positive impact and other are reflecting
negative impact. Thus, it creates confusions and sometimes misunderstanding develops
during interview session.
 Sample size in the present study is small.
 Limited period of time is another major limitation in the present study because in such
limited period, it can be difficult to prepare interview questions, take permission from
concern authorities etc.
EXPECTED OUTCOME
This investigation will help the researcher in improving research skills. It will support in
identifying uses of research methods and justification of choosing different methods in various
research projects. Current study will be beneficial for the scholar in developing their technical
and communication skills. As in the present investigation, individual will have to conduct
interview with managers and will have to coordinate with them so that they can share their views
effectively. This will support in raising communication skill of the researcher. Moreover, it will
help the investigator in conducting future studies.
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BIBLIOGRAPHY
Books and Journals:
Anney, V. N., (2014). Ensuring the quality of the findings of qualitative research: Looking at
trustworthiness criteria.
Blázquez, M., (2014). Fashion shopping in multichannel retail: The role of technology in
enhancing the customer experience.International Journal of Electronic Commerce. 18(4).
pp.97-116.
Bøe, M., Hognestad, K. & Waniganayake, M., (2017). Qualitative shadowing as a research
methodology for exploring early childhood leadership in practice. Educational
Management Administration & Leadership. 45(4). pp.605-620.
Chatrakul Na Ayudhya, U., Smithson, J. & Lewis, S., (2014). Focus group methodology in a life
course approach–individual accounts within a peer cohort group. International Journal of
Social Research Methodology. 17(2). pp.157-171.
Huang, R. & et.al., (2015). The impact of brand experiences on brand resonance in multi-channel
fashion retailing. Journal of Research in Interactive Marketing. 9(2). pp.129-147.
Kent, A. & et.al., (2018). Branding, marketing, and design: experiential in-store digital
environments. In Fashion and Textiles: Breakthroughs in Research and Practice (pp. 275-
298). IGI Global.
Krasonikolakis, I. & et.al., (2018). Store layout effects on consumer behavior in 3D online
stores. European Journal of Marketing.
Lamberton, C. & Stephen, A. T., (2016). A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing. 80(6). pp.146-172.
Lee, C. I. & Jarvik, J. G., (2014). Patient-centered outcomes research in radiology: trends in
funding and methodology. Academic radiology. 21(9). pp.1156-1161.
Leong, L. Y., Jaafar, N. I. & Ainin, S., (2018). The effects of Facebook browsing and usage
intensity on impulse purchase in f-commerce. Computers in Human Behavior. 78. pp.160-
173.
Olson, P., (2015). An Examination of the Effects of Broadband and Digital Technologies on the
Distribution and Exhibition of Motion Picture and Television Content (Doctoral
dissertation, Ohio University).
Stanley, S. & et.al., (2015). Swimming against the Stream?: Mindfulness as a Psychosocial
Research Methodology.Qualitative Research in Psychology. 12(1). pp.61-76.
Online:
Brick-and-Mortar Retailers Must Innovate to Flourish in a Digital World. 2016. [Online].
Available through <https://www.entrepreneur.com/article/281364>
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APPENDIX
Section A
One: Title
impact of digital empowerment for consumers and its effect on brick mortar business
Research objectives
Aim
“To identify impact of digital empowerment of consumers on business performance of brick
mortar business.”
Objectives
 To understand conceptual framework of digital empowerment.
 To analyse the factors that motivate consumers to buy products online rather than retail
stores.
 To identify impact of digital empowerment of consumers on performance of brick
mortar business.
Research questions
 What is the meaning of digital empowerment?
 What are the major factors that motivate people to buy products online rather than retail
stores?
 Does digital empowerment of consumers contributing to failing brick mortar business?
Two: Reason of choosing this project
 It is an interesting area and scholar has huge interest in digital technologies; thus,
researcher has selected this topic for the research.
 there are huge data available on the topic so, it would be easy for the researcher to
collect accurate data on it and complete this study in an effective manner. These are the
reasons of selecting this topic for the research.
Three: Research approach and Methodologies
 Scholar has taken support of interpretivism philosophy, It is qualitative in nature thus,
12

use of this method is appropriate and support in finding accurate results to the entity.
 Quantitative researches use standardised methods and involve statistical tools as well as
numbers in order to develop understanding about the topic. In the present research,
scholar implies quantitative method of data collection. Researcher has more interest in
finding the situation of brick and mortar business. This helps the scholar in finding
emotional aspects and perception of people about digital empowerment
 In the qualitative studies, scholar applies thematic analyses method. By using graphs
and charts, individual can present data in an effective manner
I confirm that the project is not work which has been or will be submitted for another
qualification.
Student signature............
Date........
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