Data Insights Report: Digital Disruption Impact on Retail Sector

This report provides a comprehensive analysis of digital disruption within the retail sector, focusing on its impact on businesses like Morrisons. It explores how digital techniques are transforming operations, customer expectations, and the overall business model. The report delves into the role of data as a crucial business tool, examining its influence on marketing strategies, customer service, and anticipating market trends. It further discusses the types of job opportunities emerging in the retail industry and the essential skills required for success, such as customer service, interpersonal skills, and decision-making abilities. The report also includes the design of an online research questionnaire and a discussion guide for face-to-face interviews with professionals, along with an evaluation of the questionnaire for improvements. The analysis highlights the need for businesses to embrace digital disruption to gain a competitive edge and adapt to evolving customer needs, emphasizing the importance of data-driven decision-making in the modern retail landscape. Finally, the report underscores the need for businesses to adapt to digital transformation to stay competitive and meet evolving customer needs.

Data insights CW2

Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
Digital Disruption........................................................................................................................3
Impact of digital disruption on respective sector with focus on the role of data as a business
tool...............................................................................................................................................4
Discuss types of job opportunities within the sector and skills required for successful career in
the respective sector....................................................................................................................5
Design an online research questionnaire ....................................................................................6
Design a discussion guide that can be used during face to face interview with a professional. .7
Evaluate the questionnaire and suggest necessary corrections to make improvements and
make process more effective.......................................................................................................8
Recommendation.......................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In corporate world, there are several digital techniques that are adopted by business
professionals in order to run organisation in an efficient manner. However, this techniques are
essential but also disrupt current business functions (Chimoni, Pitta-Pantazi and Christou, 2018).
Digital disruption refers to the change while higher use of digital techniques affect the existing
value proposition of goods and services at market place. Here, continuous evolution in digital
world has bring several changes in the operations of an organisation that will further influence
expectations of customers. In the current report Morrison has been taken into consideration that
is a supermarket giant of UK. It provides a detailed information about digital disruption and its
impact on employment opportunities. Here, skills required to work in this field also discussed in
present report. In addition, a questionnaire has designed in present report. Further, it comprises a
guide for face to face interview with industry professionals. Lastly, it includes necessary
suggestions in order to make necessary corrections to attain predefined objectives.
Main Body
Digital Disruption
It refers a transformation in existing business practices that occur due to enhancement in
digital techniques. It is analysed that evolution is important for growth but it also put adverse
impact over existing functions (Ferreira Lopes and Cross, 2016). Here, development of new and
advance technology may disrupt present business practices of an industry. It not only affects
organisational performance but also significantly affect expectations, values of customers. As per
the current trend, most of the companies use advance techniques to attract more number of
buyers and stay in competition for longer run. They do not give due importance to needs, desires
of customers and adopt evolutions that may change existing brand image of organisation at
market place. It also creates a threat for traditional business practices.
Here, digital disruption occurs due to higher innovations such as bid data, automations,
machine learning and more. These approaches also affect customer’s experience, behaviour and
put a significant impact on overall society within country. It is analysed that this disruption
brings a shift in digital strategies at individual, organisational ,as well as industry level.
However, it affects overall society, existing business performances but it is important for
organisations to undertake digital disruption in order to get competitive advantage and stay

within industry for longer run. It provides an opportunity to organisation to meet with the needs
and requirements of existing and new customers in better manner and make them enable to
survive at competitive market place for longer run. For instance, retail industry is highly affected
with higher use of technology (Jadoun, Verma and Riaz, 2018). Now, companies focus to
provide online shopping facilities to customers to get higher competitive advantage. In addition,
they also use effective approaches of digital marketing to attract more number of buyers. There
are several retailers within UK such as TESCO, Sainsbury that are using highly innovative
techniques to earn higher profit margin. It is analysed that the business model of e-commerce
giant Amazon is based on higher innovation. This enhancement is necessary to meet with current
trends but on the another side also disrupted traditional methods of selling through physical
stores. In context of Morrisons, managers of organisation also make effective use of new and
advance techniques with an aim to grab the attention of customers. They use digital platforms to
advertise their products at wide level that is essential to increase in sales and profit margin.
Therefore, digital disruption affect existing business model, approaches, values of
organisation as they need to make changes in existing methods. In addition , it also influence
expectations, behaviour of customers within an industry. However, it is crucial to meet with the
current tend and provide better services to consumers in order to retain them for longer run.
Impact of digital disruption on respective sector with focus on the role of data as a business tool
Impact of digital disruption:
In retail sector, there is higher impact of digital disruption has been witnessed that is
crucial to provide enhanced services to customers. Now, use of smart phones, devices provide
necessary information to retailers about needs, requirements of buyers that further help to
prepare appropriate marketing strategies (Jamin and Yabukarski, 2017). As per the recent trends,
individuals seek for more personalized services thus it is essential for managers to stay aware
with their needs and desires. With digital technology, managers are able to get necessary data
that has been entered by customers while placing an order. This data & information is helpful to
prepare effective strategies in order to provide better experience to customers.
It is analysed that data is a crucial business tool that plays a major role to meet with the
needs of end users in an effective manner. In current digital era, it is significant to collect
necessary data and information from market. It helps to cater the needs of end users in a
significant manner by providing them products and services as per current trend. With the help of

data, retailers of UK are also able to make anticipations about future requirements , trends that
will provide them huge competitive edge over rival firms. In addition, data helps to make proper
utilization of available resources that will reduce enhance the options of business growth and
success (Muller, Mérillat and Jäncke, 2016). Data provides several facts, statistics which further
help retailers to understand the recent trend prevailing at market place.
It is analysed that digital disruption also put adverse impact on overall industry by
changing current business practices, model and values. With digital disruption, existing
companies that are working with traditional business model will highly affected. Digital
evolution will reduce down their existing sales and profit margin. Therefore, digital disruption is
a crucial approach that also has some negative impact. It helps an entity to cater the needs of
customers in better way but also bring several changes in existing business model, approaches
prevailing within industry. Here, data plays a major role in organisation as it makes managers
enable to prepare appropriate marketing & promotional strategies that is crucial to ensure long
term growth and success of organisation.
Discuss types of job opportunities within the sector and skills required for successful career in
the respective sector
Retail industry within UK is growing with rapid rate that is creating several job
opportunities within sector. It is analysed that retail sector contribute 5% in overall GDP of
country and generates huge source of revenue for people. Morrisons is a retail giant of UK that
significantly contributes in overall economic development. Different types of job opportunity
within retail industry are given as under:
Sales associate: These people are responsible to driven higher sales and revenue for the
products and service of organisation (Neville and van der Zande, 2020). They prepare effective
strategies to attract more number of customer and increase in sales and profit margin of
company. It is the duty of sales associate to maintain long term relationship by providing them
better services and overwhelming experiences.
Store manager: It is the another important job type within retail industry. Under this role,
individual need to ensure the operations of whole store in an efficient manner. They are required
to keep control over the activities of store so that predefined business objectives can be achieved.
Here, store managers need to manage several activities at a time to ensure effective functioning
of store.

Advertisement and marketing manager: Individuals can also work as an advertisement
& marketing manager within retail industry. For this, they require to prepare appropriate
strategies and policies to enhance the presence of organisation at market place. Nowadays, they
also need to use digital approaches along with traditional marketing practices to attract more
number of buyers.
There are certain skills are required to perform above stated job roles in significant
manner. These capabilities are given as under:
Customer service: It is analysed that both a store manager and sales managers have to
interact with customers (Tsugawa, Ikeda and Arita, 2017). For this, they need to have effective
customer service skills in order to meet wit the needs and requirements of buyers in an efficient
manner. It will help individual to provide better experiences to consumers that is essential to
retain them for longer run.
Interpersonal skills: Here, it is crucial to have better interpersonal skills in order to work
in retail industry. It helps employees to understand current market trends and provide products &
services to customers as per their requirement. Further, it is more crucial for a store as well as
sales manager as it will make them enable to interact with buyers in more effective manner.
Decision making skills: This skill refer to the capabilities of an individual to take
appropriate decisions on timely basis (Wang and Chen, 2019). In order to perform various job
roles, it is essential to have good decision making capabilities. For this, they are required to
analyse several factors and then take take an appropriate decision.
With above discussion, it is seen that there are numerous job opportunities are prevailing
within retail industry that can be avail by an individual for career growth and enhancement.
There are several skills also required to present in an employee to perform various roles and
responsibilities associated with these job roles.
Design an online research questionnaire
Questionnaire is a way to collect necessary information from respondents in order to
reach at meaningful conclusion. There are 20 respondents has been consider for present report.
Questionnaire for this purpose is given as under:
1. Are you aware with the concept of digital disruption?
 Yes

 No
2. How practice of digital disruption affect the overall retail industry?
 Positive impact
 Negative impact
 Neutral
3. In your opinion, how concept of digital disruption influence the performance of Morrisons?
 Positive impact
 Negative impact
 Neutral
4. Does digital disruption affects job opportunities in current market?
 Yes
 No
5. According to you, what is the impact of digital disruption over business?
 Keep existing customers highly satisfied
 Change in requirement of consumers
 Provide new options to customers.
Design a discussion guide that can be used during face to face interview with a professional
Face to face interview with industry professionals provide a detailed information regarding the
use of digital disruption within retail industry. It will further help to analyse awareness among
people about digital disruption and their perception regarding its impact over job and career. For
this purpose, some questions are prepared that are given as under:
Question 1: Could you discuss the Bricks and motor stores movement with emergence of stores
such as Morrisons that also provide online platform for grocery and other items:
Analysis: There are several companies in UK that are providing online shopping
facilities. In 2013 Morrisons associated with Ocado which is the largest online platform of
groceries at global level. This partnership make company enable to provide better online services
to customers in timely manner. Here, main objective of Morrison is to remain ahead in
competition through omni channel of marketing.
Question 2: What are the impacts of digital disruption over the functions of Morrisons?

Analysis: The use of new and advance digital techniques have been transformed current
functions of organisation. Now, it is using digital platforms rather offline mediums to promote its
product at wide level (Wen, Ma and Fry, 2018) . In addition, company uses effective tools to
collect data and information regarding current market trends & provide products to customers
accordingly. For this, HR department is required to formulate several training and development
strategy to ensure enhancement in the skills and potential of employees so that they can
coordinate with digital disruption within organisation.
Question 3: What are the expectations of business executives for transformation in digital
scenario?
Analysis: In the retail industry, to gain higher competitive advantages, different digital
techniques such as big data, analytics and algorithm are being used by companies. These are
essential to monitor changes in purchasing habits of customers and also allows industry
professional to make necessary predictions about future trends. With this, employees will be able
to provide better personalized and customized experiences to customers.
Question 4: In your opinion, what role an application plays in digital transformation process?
Analysis: Here, process of digital transformation brings higher engagement of employees
in organisational activities that is essential for business growth and success. There are several
internal as well as external communication channels are used in digital transformation process
that also helped employees to develop appropriate competencies to coordinate with evolution in
technology.
Evaluate the questionnaire and suggest necessary corrections to make improvements and make
process more effective
Response of 20 respondents have been gathered through questionnaire that will further
help to make necessary interpretations and draw meaningful conclusion. Analysis and
interpretation of above stated questionnaire are discussed below:
Q1. Are you aware with the concept of digital disruption?
a) Yes 15
b) No 5

Interpretation: It is analysed that there are 15 respondents out of 20 are well aware with
the concept of digital disruption. On another side, rest 5 respondents do not have any idea about
the same concept.
Q2) How practice of digital disruption affect the overall retail industry?
a) Positive impact 8
b) Negative impact 8
c) Neutral 4
Interpretation: From the response, it is interpreted that 8 respondents are in favour of
positive impact of digital disruption on overall retail industry. There are respondents as per
whom digital disruption negatively affect overall industry. Rest 4 respondents admit that it
neither put any positive nor any negative impact on retail industry.
Q3) In your opinion, how concept of digital disruption influence the
performance of Morrisons?
a) Positive impact 10
b) Negative impact 5
c) Neutral 5
Interpretation: It is monitored that digital disruption approach put positive impact on the
performance of Morrisons as per the majority of respondents. 10 respondents are in favour of this
fact while another 5 respondents consider that it negatively influence company and its overall
performance. As per rest 5 respondents, digital disruption will put no impact over the
performance of Morrisons.
Q4) Does digital disruption affects job opportunities in current market?

a) Yes 12
b) No 8
Interpretation: With above data, it is interpreted that there digital disruption affects
existing job opportunities at market place it is admit by 12 respondents out of 20. Another, 8
respondents admit that it put no impact on job opportunities in market.
Q5) According to you, what is the impact of digital disruption over
business
a) Keep existing customers highly satisfied 7
b) Change in requirement of consumers 7
c) Provide new options to customers. 6
Interpretation: It is analysed that there as per 7 respondents digital disruption help
company to satisfy existing customers. On another side, another 7 respondents consider that it is
essential to change in requirements of customers. Here, it is said by rest 6 respondents that digital
disruption will generate new opportunities for customers.
Recommendation
However, digital disruption is essential and play a major role in overall growth of
company but managers are required to evaluate its impact over customers, existing business and
overall society. It is crucial to ensure well being and growth of overall society and economy.
Further, organisations should focus to generate several job opportunities in order to create
a source of revenue for individuals. It will help to improve their living standard that will further
benefited overall economy.

CONCLUSION
With above discussion, it is monitored that digital disruption is bringing several
transformation in business world that also affect overall society. These impact can be positive or
negative and need to analyse in an effective manner. Discussion has been carried out about role
of data in current scenario and various job options available in retail sector. Here, data has been
gathered from respondents through questionnaire in order to know their perception and undertake
necessary improvements. Moreover, digital disruption is crucial and need to adopt by
organisation in order to get higher competitive advantages.

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