Implementing Digital Transformation: A Case Study on Morrison's Retail

This research project analyzes the stages of digital transformation within the retail sector, focusing on Morrison's as a case study. The report begins by defining digital transformation and its importance, highlighting the need for businesses to adapt to technological advancements. It explores the key drivers behind digital transformation, such as changing customer expectations and the need for a strong online presence. The project outlines the aims, objectives, and research questions, including the benefits and challenges of digital transformation. The methodology section details the research philosophy (interpretivism), data collection methods (primary and secondary), data analysis techniques, ethical considerations, and sampling strategies. It discusses the use of questionnaires and interviews for data collection, as well as the various methods of data analysis. The report also examines the importance of ethical considerations in research and the different sampling techniques employed. Overall, the report provides a comprehensive overview of the digital transformation process and its implementation in the retail sector, using Morrison's as a practical example.

RESEARCH PROJECT

Table of Contents
LO 1.................................................................................................................................................3
P1 Research proposal which define aims and objectives.......................................................3
P2 Approach in research methods and conduct primary and secondary research ...............11
LO 2...............................................................................................................................................11
P3 Primary and secondary research with using appropriate tools and techniques with access,
cost, ethical consideration....................................................................................................11
P4 Implication of analytical tools for research findings and data........................................12
LO 3...............................................................................................................................................16
P5 Communicating and demonstrate appropriate research project......................................16
LO 4...............................................................................................................................................21
P6 Reflection of effectiveness..............................................................................................21
P7 Alternative research methodology..................................................................................21
REFERENCES .............................................................................................................................22

Title: "To analyse the stages that adopted by organisations to implement digital
transformation"
LO 1
P1 Research proposal which define aims and objectives
Background
To analyse the stages of implementing digital transformation into retail industries first it
is necessary to define digital transformation. It is the process of converting the activities and
operations of the business by adopting digitization which helps to accelerate the sales volume
and growth of the company. As per the case study of Morrison, it is the fourth largest chain into
retail sector industries. The vision of a chosen business is to make something different and better
than ever. This aim will be gain by implementing the digital transformation into their business
and marketing activities. There are various factors which are influencing the marketing in
Morrison's as economical, political, environmental, technical and social in which technological
factor affects the business in strong manner (Singh and Hess, 2017). The modern retail sectors
must transform its business to adapt the technological advancement and process required in
today's digital environment. In 2012, Morrison's launched its first website using digital
technology which is known as "Morrisons cellar". It is offering there products and services
online. Currently, chosen organisation also deal with Amazon to furnish their goods. Morrisons
is maintaining a good relationship with their consumers by providing the best customer services.
Key drivers of digital transformation in retail sectors are the germinating expectations from the
channel of digitalisation and the requirement to physical experience. To discover the four core
competencies of customer experience as purposeful leadership, brand values, employee
engagement and customer connectedness, utilisation of digital technology is required (Hansen
and Sia, 2015).
Rational
To implement the digital transformation into marketing activities is essential as
technology had a wide and strong impact on all marketplaces. In which online retailing has one
of the most increasingly modification. Many other retail industries are using websites to attract
more customers towards their business and to increase the sales volume. In addition to this, new
generations are shopping through online rather than go to outlet (Kranz, 2016). So it is necessary

to implement the digital transformation in their business to compete the rival level. As
Morrison's is also using their website to grow their business. Furthermore, in today's market,
customers are focus point for the industries. Companies who assist the consumers in increasing
their knowledge and provide education about the products and services are gaining more benefits
rather than other firms. There are many other additional advantages of implementing the digital
transformation into business as it improves the efficiency level, decision making process,
customer satisfaction, profitability, decreased cost, increase innovations and improved silos. But
company also require focusing on developing its online stores. It is important to implement the
digitalization in business activities as it helps to increase the business efficiency, automation of
operations, business security and employee monitoring (Chanias and Hess, 2016). There are
various stages to implement the digital transformation in business. With the using of digital
technology as cloud and mobile, companies are facing threats from modern information
technological solutions. It is required to shift a company from old age management practice too
dynamic set-ups. It also includes the changes and alterations in environment and culture of the
company. It typically considers aspects of customers, competition, data, innovation and value of
the enterprises. If a company need to gain success then it is needful to implement the digital
transformation. For this, business has to follow different steps as establish new process of
business, find out the key technologies, create a talent pool and explain a roadmap. It includes
present, formalized, strategic, converged, adaptive and business as usual. The digital maturity
requires engagement of governance, people, leadership, operations, customer experience, digital
literacy, data analytics and technology integration (Demirkan, Spohrer and Welser, 2016).
Reasons for research
It is an essential process to implement the digital transformation in retail sectors as it is
beneficial in different ways. If company is not conducting any research about the digital
transformation then it will fail. There are various reasons of failing the digitization as lack of
consensus, focus, resistance to modification, lack of pace, talent deficit, integration woes and
lack of continuity. Morrison's was facing all these complexities in their business that is why it is
conducting the research on analysis of stages to implement the digital transformation in their
business activities (Tamm and et.al., 2015). As there are many benefits of digital transformation
in business but in the other hand, there are drawbacks of transformation as well. Digital
technology has changed not only business activities as well it has changes our lives as well. It

impacts on our lives in three different criteria as information overload, constant distraction and
anxiety of social media (Henriette, Feki and Boughzala, 2015).
Aims and objectives
Aims : "To analyse the stages to implement digital transformation in retail sector industry"
- Case study on Morrison.
Objectives:
 To define digital transformation?
 To assess the importance of transformation? To implement the digital transformation into retail sectors?
Research question:
 Explain the digital transformation?
 What is the benefits of digital transformation in retail sectors?
 How to implement the digital transformation in Morrison?
Timeline and activities
Activity 1st
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7th
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8th
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9th
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Determining
topic of
research
Analysing
literature
review
Drafting
methodologies
Determied
research
Proposal

Designing
question and
conducting
research
Arranging
records and
information
Interpretation
and analysis of
collected data
Conclusion
and discussion
Final report
and
submission.
Literature review
Concept of digital transformation
As per the view of Demirkan, Spohrer and Welser (2016), Digital transformation is the
process of converting the activities and operations of the business by adopting digitization which
helps to accelerate the sales volume and growth of the company. Strategy of digital
transformation consider two different aspects as growth driver and operational improvement. It is
required for customer influence, employee influence and constant pace of creativity and
innovations. Concept of Digital marketing in business is very useful. Digital marketing is not
only used in techno sector but is also helpful for businesses for opportunities and benefits. It
improves business profit, company process, engage talented employees in the company. It helps
to connect with customers where ever they are. New digital technologies like mobiles,
computers, etc. attract customers directly that matters in revenue.
Henriette, Feki and Boughzala (2015) stated that Businesses work more effectively when
they use these technologies correctly. Software application improves data and make it more

powerful. Business information security is a big problem these days. Hackers hack customers
and companies information, but with the help of technology we can protect these informations.
We should remain up to date about these digital securities. Technology in business is a
necessity. Technology in business made it easier to reach global market. In this way technology
in business made living worthwhile. Technology has made various improvements in the business
world.
According to Singh and Hess (2017), Digital technologies have changed business
working. Technology in businesses create new business models and customers experience. Its
strategy is to maximise the business benefits. A successful digital strategy needs functional team
with leadership, marketing and IT members. Technology used by business is a tool for
innovation and not as end goal. Technology reduces human error. Components of digital
transformation are customer integration, employee training, process optimization and product
transformation. These all components are connected to intelligent system. Kranz (2016) stated
that There are 5 several steps of this transformation in which fundamental step is to gain
innovative and creative experience and ideas of business models, next is to develop digital DNA,
third is to adapting modified technological advancement, then decisions making on the base of
data and last is to co-create the new patterns. Company has to face various challenges regarding
to transformation as it has to change the culture and environment, keep the strategy in mind
always, to develop the collaboration between different departments of the organisation, proper
allocation of all resources. As per the view of Grishikashvili, Dibb and Meadows (2014) Digital
maturity has different level. First level is no maturity, second is conceptual, third is defined,
fourth is integration and fifth is transformation. Tasks of digital transformation are divided into
contrary parts as run new apps, develop new apps, manage requirements, project management,
check concept, product development, innovation management, consultation and integrate new
apps. Digital technology is important for business operations. Whether it's a small business or
large, technology has both monetary and non monetary benefits helps to meet customers demand.
Technology in business allows employees to work efficiently and be more productive which
results in business efficiency. Chanias and Hess (2016) argued that Technology helps in decision
making process by keeping track on financial resources, market conditions, and customer needs.
With help of these technologies you can get these informations very easily and quickly.
Technology has made it easier to communicate with people anywhere in the world. For example

video and voice calling through cellphones. It also helps in promoting your brand and conveying
messages directly to the customers. Technologies like smart phones which provide any
information and services at anytime and anywhere. With the help of smartphones information
can be received and send easily with the help of emails or messages. Growing of digital
technology in businesses has the capacity to research new opportunities which allow them to stay
one step ahead to their competitors. Berger (2015) explored that Internet also allows business to
enter into a new market. Technology saves time and money by performing many tasks which
were performed by employees. By these employees can focus on other work which increases
productivity. Thus, technology is necessary for success asv many activities in business depends
on it. Without technologies organisation will fail to accomplish its goals.
Assessing the benefits of transformation
According to the Singh and Hess (2017) Digital technology has increased the level of
depression and reducing physical activities of employees and workers of an organisation. It is the
reinvention of a business through implementing the technological advancement to better the
performance level of employees. It is the hot and fresh topic in the today's market. It assists in to
improve the work efficiency. There are many reasons which can slow down the or harm the
efficiency level in which one of the most cause is manual data entry. But digital transformation
eliminates these bottlenecks by providing different styles of facilities as it helps in replacing the
legacy process. It also improved tghe decision making process. Companies are able to take
advantages from artificial intelligence systems. Lydon and Garcia (2015) argued that All
industries sin retail sectors want to increase the sales volume with providing the highest level of
customer satisfaction. Social media is one of the best way to connect the business to their
customers online and also able to gather information regarding to customers preferences and
requirements. Through digital transformation, companies are capable to raise their sales volume
and level of customer potentiality. In addition to this, Through digital transformation, companies
can connect with customers 24/7 even longer which builds customer's loyalty and strong
relationship. Mobile makes it is easy and simple. Customers can search the products of the
company anytime from anywhere which is done through digital transformation process only. As
increased sales volume, company will also gain higher margin of profitability. When a company
is capable to make better decisions than it will automatically provide benefits.

As per the view of Singh and Hess, (2017) Digital transformation is the change in the
business strategy, operations, products, marketing etc. by using digital technologies. Digital
transformation in the retail sector looks at the challenges and opportunities faced by retailers to
meet customers' satisfaction and their increasing demand. UK companies are now adopting the
benefits and opportunities provided by the digital technology to all areas of the businesses.
Digital transformation reduces cost per transaction which results in savings and increase in sales.
Transformed retail businesses make themselves more responsive in this digital world. Piercy,
(2016) argued that Adopting technology and using to improve business encourages creativity and
innovations. Transformation allows you to manage, use and extend the reach of the organisation.
Companies that have digital transformation increases sales and are more profitable as compared
to normal industry competitor. For example augmented reality allows an employee to install new
devices which receives step by step guidance to complete task. Retailers can make customers to
stick to their product/brand by providing rewards and points on purchases made through wallets.
These types of promotions through digital transformation can have a great impact on customers
buying cycle.
The process of implementation of the digital transformation into retail sectors (Morrison's)
According to Dapp and Slomka (2015) Digital technology is the fast forward growing
activities that always keep the strength and weaknesses along with it also makes the proper
changes and fast forward decision making approach. Apart from that, it also makes the proper
changes and implementing new policies and services. As per the Grishikashvili, Dibb and
Meadows, (2014) radical changes in the business landscape demand that enterprises relock their
business models. Add innovation is the long lasting performance which makes the proper
implementing process and long lasting effectiveness. It is the long lasting performance in order
to meet the company issues and effectiveness. According to needs and effective growth oriented
and most effective process that makes the proper implemented process suggested Hansen and
Sia, (2015). Moreover, digital transformation is a conscious movement from point solutions that
provides better solution and customer experiences. Morrisons will get good customer loyalty and
growth in terms of making good task oriented performance. Being, apart from that. It also helps
to take the better customer satisfaction approach in order to meet the actual buyers' faith and
loyalty towards the company. Digital technology is always become the most fruitful and
motivated and long lasting performing level of work. In spite of that, it brings new better

growing and long lasting effective marketing tool for the company. Through company get very
specific and long lasting performance making task process. Over all, it brings new advantageous
and effective process task performance suggested by Hess and et.al., (2016).
In the context of retail sector when they marginal enhancement and rethink processes. It
helps to connected engagement enabled by meaningful application of technology. Overall, it
brings new various matter of growing customer attraction towards the business activities.
Implementation of digital technology includes meaningful technology that affect the business
growth and challenging factor. They connected with some elements that is useful that is
innovation, intelligence, new value preposition and streaming processes, reduce cost and
improve efficiencies across the transactional cycle by transforming. Overall, it brings new better
effective growth in order to take the best advancing growth channel in order to meet the
customer growth suggested by Lam and et.al., (2017). With more leading and transforming and
effective working process.
Transforming more than just sales channels today. Morrisons needs to make digital
environment to attract customer towards its services. Overall, it also helps to take the new
effective services and growth for the business environment. On the other hand, it is more
necessary to keep the market senior checked and well updated about the new services. Digital
technologies in store which is magically appreciated and long lasting effects on the business
activities. Moreover, it also helps to take the best approachable and long lasting effectiveness
that makes the proper process.
As according to the Lydon and Garcia, 2015. It has been seen that Digital transforming is
the best approachable and transforming in marketing activities. Through company can easily take
the better opportunity to make things better. Retail organisations currently taken advantage of
investments they had made earlier to understand specific market segments and geographical
better. It also helps to take the better fast forward making task and making good skills and
knowledge. Moreover, it brings new better growth manner and fast forward services to take new
better advancing growth. Besides, you also required to take the new advancing new knowledge
making performance. In terms of marketing retail sector shifts to customer behaviour. After the
introducing digital technology growth it makes good impact on the behaviour of customer
preference that makes the huge hike to the business ideas suggested by Piercy (2016). It always
makes effective growth and long charging effectiveness that makes the proper effective growth.

Transforming the retail marketing functions is essentially about understanding the
customer greater details and also get connect with them directly through messages and e-mails.
According to Singh and Hess (2017), Customer service is the another greater impactful
factor which influenced by digital thermoforming. Sometimes new or backward customer will
not get the proper idea of making transactions or some extra things. Besides, brings new better
growth.
According to next process of thing where new things has introducing new proper
effective decision making approach. Moreover, it brings new better effective growth and taking
new better option. Moreover, it digital transforming is also gives negative influences process that
makes the proper changing and effectual process making task. Overall, it brings the new edge of
marketing as well company customer oriented. Digital informing process will surly given new
marketing activities.
P2 Approach in research methods and conduct primary and secondary research
With respect to collect more effective information and data, it is important to use
different tools and techniques. In order to meet with aims and objectives, it is essential to take
different types of information. It will help to collect two kinds of data such as primary and
secondary. As results, it will aid in gathering more relevant results. Functioning also ascertained
to complete aims and objectives. Beside this, without undertaking data analysis researcher unable
to gather proper research. As results, investigation ascertained to certain questions regarding
digital technology. In this way, 20 sample size has been taken from Morrison employees.
LO 2
P3 Primary and secondary research with using appropriate tools and techniques with access, cost,
ethical consideration
Primary and secondary information consider with appropriate tools and techniques which
includes following elements that helps to maintain creative results: Cost: In the present research, around £650 undertaken that help to collect more relevant
information in the whole program. On the basis of this amount, researcher consider whole
program in creative way.

 Access: Furthermore, access element also assists to make effective result at workplace to
collect more systematic work performance in the business. It assists to analysis creative
results in business.
 Ethical consideration: Ethical consideration also useful perspective that consider follow
all rules and regulations regarding collection of data.
P4 Implication of analytical tools for research findings and data
Research approaches: There are two types of research as quantitative and qualitative. The focus
is on questions, characteristic, data analysis and credibility. Choice of methods depends on
research question, goals, beliefs, skills, funds and time scale. There are various differences
between both of these methods regarding to find out the research problem, purpose of
investigation, collection of data, interpreting and evaluating the data (Dapp and Slomka, 2015).
Purpose of qualitative research is yo understand the social interactions while quantitative is
related to find out the cause, effects and then to create predictions. Qualitative is affiliated to
words and objects while quantitative is attendant to numbers and statistics. Experimental studies
are included into quantitative and non-experimental studies are enclosed into qualitative
research.
Research design: It is the framework to identify the problems facing in investigation of case
study. There are various research design as exploratory, descriptive, experimental and evaluation
research. It provides the direction about sample and population which will be used in
investigation. There are different factors which affects selection of research design as nature of
problem, purpose, experience, interest and principles. There are two different criteria of
credibility as internal and external validity (Lam and et.al., 2017). True, Quasi and pre designs
are the part of experimental research design while descriptive, development, correlation and
survey are the sub division of non experimental research design. Morrison's is using descriptive
research design to identify the stages of implementing digital transformation in there business. It
is widely used research design. There are six steps included in descriptive design as identify the
problem, literature review, selecting appropriate source, collecting relevant data, analysing and
conclusion of the report. In addition to this, there are descriptive design can be categorized into
two parts as longitudinal and cross sectional (Singh and Hess, 2017).