Impact of Retail Digitization on Customer Point of Contacts and Retail Experience

Running head: PROFESSIONAL PROJECT
Professional project
Name of student
Name of University
Author note

1PROFESSIONAL PROJECT
Table of Contents
Chapter 1: Introduction................................................................................................................................3
1.0 Research background.........................................................................................................................3
1.1 Research rationale..............................................................................................................................3
1.2 Research aim.....................................................................................................................................4
1.3 Research objectives...........................................................................................................................4
1.4 Research questions............................................................................................................................4
Chapter 2: Literature review........................................................................................................................5
2.0 Retail digitization..............................................................................................................................5
2.1 Establishing contacts with the customers and improving consumer experience................................6
2.2 Conceptual framework.......................................................................................................................8
3.0 Research philosophy..........................................................................................................................8
3.1 Research approach.............................................................................................................................9
3.2 Research design.................................................................................................................................9
3.3 Data collection.................................................................................................................................10
3.4 Sampling technique.........................................................................................................................10
3.5 Data analysis....................................................................................................................................10
3.6 Limitations.......................................................................................................................................11
3.7 Ethics...............................................................................................................................................11
Research timeline......................................................................................................................................11
References.................................................................................................................................................13

2PROFESSIONAL PROJECT
Impact of retail digitization on increasing customer point of contacts and improving retail
experience
Chapter 1: Introduction
The research is done to focus on the impact created due to digitization on increasing the
customer point of contact and improve the retail experience for making the customers find
convenience while shopping the luxury brand products.
1.0 Research background
The research background demonstrates how the use of internet and implementation of
information technology have enhanced the ways businesses are managed and created
convenience for the customers to purchase products and services. The company considered here
as the case study is Chanel in Australia, which has multiple stores and manages an online
website too for improving the customers’ online shopping experiences (chanel.com, 2018). It has
not only influenced maintaining good contacts with the customers, but also has enhanced the
retail experience to ensure customer satisfaction as a whole.
1.1 Research rationale
The research rationale is the research problem associated with the topic. Without
digitization, the luxury brands will not be able to keep proper contacts with the customers and
this may even lead to decline in sales and profit for the companies (Verhoef, Kannan & Inman,
2015). To overcome these kinds of issues, it is important for the luxury brands like Chanel to
make sure that digitization is facilitated to manage connections with the customers and make
them informed about the new products and services that have been launched in the market.

3PROFESSIONAL PROJECT
Without the use of internet and implementation of information technology, it will be difficult to
provide the customers with better customers’ services regarding their response to queries and
providing them proper solutions to the questions asked by them (Rapp et al., 2013).
1.2 Research aim
The aim of the research is to determine the impact of retail digitization on increasing the
customer point of contact and improve the retail experience at Chanel, Australia (Cao & Li,
2015).
1.3 Research objectives
 To identify the impact of retail digitization on the customer point of contacts and
improving retail experience for Chanel, Australia
 To evaluate the various approaches undertaken to digitalize the retail experience for the
customers at Chanel, Australia
 To assess the probable effects created by digitizing the retail sector and providing
convenience for the customers while making purchases of the luxury brand products
 To recommend necessary measures for enhancing the luxury retail experience and
creating convenience for the customers to make purchases
1.4 Research questions
What is the impact of digitizing the retail sector on the retail experience of the customers at
Chanel, Australia?
How could the various approaches undertaken by Chanel improve the retail experience for the
customers?