The Digital Landscape: Impact of Online Shopping on Traditional Stores

This report discusses the impact of the huge growth in online shopping on traditional high street stores and explores the critical aspects for saving physical stores. It also examines the merits and demerits of new technology in the retail industry and discusses the future aspects of supermarkets. Additionally, it highlights the ethical considerations related to location-based marketing.

The digital landscape

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Impact of huge growth in online shopping on the traditional high street store,.....................3
Critical aspects for saving physical or traditional stores........................................................3
Merits and De-merits of new technology...............................................................................4
Future aspects of the supermarket..........................................................................................6
Ethical considerations related with location based marketing...............................................7
CONCLUSION...............................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
The term E-commerce marketing is explained as those practices which is used for
promotional tactics for drive traffic towards online store and then convert those traffic into
paying customers. For convert traffic into potential customer’s digital landscape perform an
important role as this helps to collect name for websites, social-network, e-mail and mobile
device that attract customer for purchase products from online store (Yang, Shi and Yan, 2016).
In the world of business and competitive market technology is one of the most smarter
techniques which helps to obtain and hold high position in market by approaching a large base of
customer through digital mediums. Moreover, this report highlights on huge growth of online
shopping and advantages or dis-advantages of technology. In the last, supermarket of future and
ethical consideration to consider location based marketing will also include in this report.
MAIN BODY
Impact of huge growth in online shopping on the traditional high street store,
Basically, there are two methods that is related with purchase of products and it includes
online and offline shopping methods. In the previous time that is with less time of digital era
depends upon offline store or traditional high street store and according to this method an
individual visits a store to purchase products. This also ensure buyer about products with use of
tangible elements before buying decision in online shopping on traditional high street store.
There are new methods to track products perform an important role but as it is stated that
organization target customer of a particular location through using their personal data. But
according to present scenario, online shopping method is an era that is impacting on traditional
store because most of the buyers are focused towards purchase of products from commercial
website and social media because it is easy and convenient for them to overview and select
products from their convenient place and time. It results that supermarket not bound themselves
but they must enhance market area to complete all task in proper manner. Further, another issue
that inventory management system must not be flexible because it rises cost of organization due
to inappropriate product management system. Online shopping lets customers to review
thousands of items in one place and pay for from the comfort of their houses. This has affected
offline retail companies to stay in the competition with other retailers as well as online stores.
Online looking (or e-tail from electronic retail or e-shopping) is a sort of e-commerce which
permits customers to directly purchase products and services over the web through a virtual
store. A number of the leading online stores recently in Asian nation are Amazon, Flipkart, Snap
deal, Homeshop18, Myntra and so on.

Moreover, within China new form of retail marketing is generated and also started to take place
in the market. The major advantage of this marketing is that this is combined of both offline and
online marketing and it is easily identified in retail stores of Alibaba. Company is well-known
for their online market place and they also leading the market with use of advanced technology
factor (van Velthoven, Cordon and Challagalla, 2019). In order to manage balance between
online and offline shopping that helps to increase sale of products in market. This results that the
future is in total domination of E-commerce business and it work as the key of digitalization
which undertake all digital methods to save the traditional high street store. It generally impacts
in having:
 Decrease in customer Loyalty
 Online reviews
 Online engagement
 Turning websites
Critical aspects for saving physical or traditional stores
Some of the key aspects for to save physical or traditional store are as follow:
 Smart Mirror- The term smart mirror refers to an augmented reality room that fits and
demonstrate products on customer through use of photorealistic methods. In the context
of Alibaba, management is focused to induce and place this mirror at their supermarket
store in order to provide effective virtual experience to customers. Similarly, from
perspective of physical store smart mirror method allow the stores to show new
collection of products within minimum waiting time.
 Buying online in store- Shopping or purchase of products is one of the most important
task that is performed by individuals for fulfil of their needs and wants in proper manner.
In the present scenario, there are different task performed by store management to
enhance their product sale (Mohan and Ali, 2019). Alibaba develop buying from online
store in unexpected and creative ways to adopt digital methods. Hema is a retail store that
is operated Alibaba and it is one of the most method of buying products from online store
to purchase grocery is a creative manner.
With understand of the above store this is understand that the key to save traditional store as
people also love shopping from high street is to erase all the lines between online and offline
store through adopting digital techniques such as use of smart phone, augmented reality, buying

from online store etc. in order to manage balance between online and offline shopping that helps
to increase sale of products in market.
Merits and De-merits of new technology
Retail shopping is changing with rapid speed and it determines that most of the stores are similar
and website. On other side, some of website are like store that change everything to shop
products. Some biggest technology is mention as follow that impact on retail store.
Bluetooth low energy beacon- The step of Bluetooth low energy is appear more effective
because this move the world one step closer towards universal internet connectivity. This is built
with specifications which is developed and maintain through Bluetooth SIG (special interest
group).
 Advantage- BLE utilize low power consumption and it results that battery life of system
is long and this helps an individual and organization to save environment by using low
power resources and consumption (Liu and Zhang, 2015). Another advantage of BLE is
that this offer security to the individuals with use of 128 bit AES algorithms and it
determine encryption take place only between master and slave device.
 Dis-advantage- Higher data or information is complex to transfer because it only
support maximum 2Mbps data rate. The range for long distance wireless communication
is too low and also only work within LOS that is not sufficient for approaching
customers in wide area.
Facial recognition- It works as a system that is related with biometric technology and this is
used for mapping facial features of an individual to store and verify its identity (Kuper, 2020).
Specifically, facial recognition is a combination of mathematical analysis and artificial
intelligence.
 Advantage- Security through biometric system is the main benefit of facial recognition
and this is used by stores for identifying and then offering control system to an
individual. Shopping from Smartphone and smart mirror is an example of facial
recognition system.
 Disadvantage- The major drawback of facial recognition is that system is less reliable
and efficient as compare to other security devices. This is because expression,
illumination and hardware capabilities of performance system is less effective.

Robot assistant- The growing popularity within robotic automation provide a wide range of
different sectors that is looking for constant years. Stores such as Alibaba are more focused to
invest in technology.
 Advantage- The major benefit related with cost effectiveness is that there are no lunch
breaks and holidays are required (Kuper, 2017). So by arranging proper shift time
allocated for robotic automation aids to formulate appropriate repetitive cycle to
perform all program and operations in an organized manner.
 Disadvantage- The initial investment that is required for the implement of robotic
system is too costly. This is because the cash flow of organization is sustaining and this
impact on owners of traditional store to manage long term stability in market.
Smart mirror- In the present scenario, each device is updated and smart such as TV, Speaker,
watch and many more. So smart mirror is also required by organization to attract more number
of individuals. Further, it is a two-way mirror with induce of an in-built display behind the glass.
Some advantage and disadvantage of smart mirror are mention as follow:
 Advantage- There are various advantages relates with smart mirror and in the context of
shopping. It is related with improving customer experience through providing experience
of new products. Moreover, each individual is easily attracted with technology and their
use to enhance sale of products by using technology.
 Disadvantage- Lack of human interaction is the major drawback and this define that due
to spend of time on online features. This is complex for customer to convenience for
purchase of products and it refers individual require human interaction in order to gain
suggestion and feedback from associates.
Auto checkout- Successful utilization of check out system differentiate a retailer from rival
organization (Kuper, 2017). So self-checkout system is the key for retail success specifically for
grocery store, retail outlet and supermarket.
 Advantage- Cost of space for the specific checkout counter that take place in store is
less and it also results that the auto-check out is usually faster as compare to registers.
It works as an advantage for organization. On the other side, reduce in time-period is
another advantage of auto checkout system.

 Disadvantage- In context of the kiosk system, self-service is basically used in food
retail and clothes selling store. Usually, cost to implement the auto-check Kiosk
method is more that impacts on sale of products specifically at time of bulk-purchase.
Future aspects of the supermarket
In the present scenario, competition among supermarket or retail industry is increasing
with rapid speed. This define there are different challenges faced by supermarket either they are
giant players such as Alibaba or small traditional store. Customer centric approach is one of
the most important aspects that is related with future supermarket. This is important because it
supports an organization to fulfill all needs and wants of customers through understanding all of
their needs and wants. With adoption of behavior such as customer-centric mindset starts with
understanding of nuances in human terms. Customer-centric strategy fundamentally generates a
mindset to align company products in an organized manner for delivering high value to its
customer (Gordini and Veglio, 2017). This results sale is increased by supermarket through
providing unique factors related with sale. Multi-channel and convenience shopping is another
element that is included in the superstore because this helps to retain and sustain customers in
superstore for longer period. Also convenience shopping system helps to perform all work in
proper manner because it divides all of the products with an appropriate distribution system.
On the other side, retail or supermarket store also face challenges because they are a lot
of products sold by organization. So this impacts on the management system as it is difficult to
manage all products at bulk level due to which sometimes massive aspects are faced by
management. Therefore, management must not have limited within physical walls even they also
focus on different areas that are open for opportunity (Goldman and et. al., 2020). This define
organization focus on all those perspective that reduce barrier for organization to perform their
work in proper manner. It results that supermarket not bound themselves but they must improve
market area to complete all task in proper manner. Further, another problem that inventory
management system must not be flexible because it increases cost of organization due to
inappropriate product management system.
Ethical considerations related with location based marketing
Location refers to a place from where an organization manage and perform their
functions specifically deal with customers (Lee and Pae, 2018). In the context of location, how,
who and when specifically, all ethical considerations perform an important role to manage work

at an accurate place. This define location is a valuable piece because it helps an organization to
target their customers in an organized manner (Lee, 2018). Approximately, there are 60% user
are attracted towards those locations from which this is easy to buy all the products in minimum
time period. Further, location based advertising states that accountability of activities is
important to monitor because it helps to induce continues based marketing of products that aids
to enhance market area. Location based marketing is an important feature and it is identified as a
popular tool for evaluate of all consumer habits and preferences that is related with particular
geographical areas (Chen and et. al., 2017). Further, new methods to track products perform an
important role but as it is stated that organization target customer of a particular location through
using their personal data. So it is not ethical because Alibaba and other organization pay
monetary amounts to purchase user personal information, Therefore, data protection act plays an
important role because this helps user to avoid notifications related with their location to not
encrypted about their location.
CONCLUSION
With the analyses of above report it is concluded that E-commerce perform an important
role for an organization to manage their work in an organized manner. This define digital
landscape and automation technologies perform an important role for the current organisation to
manage operations in E-commerce industry. On the other side, advantages and dis-advantages
related with technology is also understand to select most appropriate technology for performing
operations of retail market. In the last, by analyse of all ethical considerations related with
location organisation select most appropriate place for performing their operations in a
systematic manner.

REFERENCES
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