Research Project: Digital Technology and Business Activity

This research project investigates the impact of digital technology, particularly e-commerce, on business activities, focusing on the retail industry and B&M retail as a case study. The project aims to analyze the concept of e-commerce, its relationship with customer relationship management (CRM), and its importance in driving organizational success. The research explores the evolution of e-commerce, its influence on customer behavior, and its role in enhancing sales and profitability. The literature review covers the concept of e-commerce as an emerging digital technology and its implications for business processes and marketing. The project also addresses the importance of e-commerce in customer relationship management, offering insights into how businesses can leverage digital platforms to improve customer experiences and achieve their objectives. The research employs a structured approach, including research questions, objectives, and a rationale for the study, to provide a comprehensive understanding of the subject matter.

Research project
Project title: “The impact of
digital technology on business
activity”

TABLE OF CONTENTS
Project title: “The impact of digital technology on business activity”............................................1
Background of study.......................................................................................................................1
Research Questions..........................................................................................................................2
Literature review..............................................................................................................................2
Methodology ...................................................................................................................................6
Timeline of research........................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

Background of study
Digital technology has emerged as important tool for business enterprises which enabled
to drive their business success. The opportunities and advantage imposed by digitalisation for
business has crosses all age groups and span of industries. Digital transformation is analysed as
accessible and viable for all enterprise because it simply refers to improvement of business
processes, engaging talent employees across the organization and driving new and profitable
business models (Bharadwaj and et.al., 2013). According to study, 91% percent of people states
that employees in organization wants transformation because they believe digital technologies
have the potential to effectively transform the way people work within their business enterprise
but the 43% of business work are completely satisfied with their organization current business
location. E commerce is also analysed as form of digital technology and model that enables
organisation to conduct business over an electronic network and typically the internet.
Considered as wide range of online business activities for the products and services (Haight,
Quan-Haase and Corbett, 2014). It involves various communication channels or advertisement
media which is based digitalised system such as internet, E commerce websites and TV channels
etc. Drastic change in digital technology has influence business enterprise that needs to be
achieved management for completion of business operations. Large number of population in
countries have moved towards buying and payment of products which possible through E
commerce (Buckingham, 2013). Technology has improved the process, sales and profitability of
business in order to attain business objectives. Retail industry is widely affected by this
implementation of digital technology in business activities such as finance, marketing,
production, promotion and operations. In order to accomplish present research project, Scholar
has selected B&M which is now a pioneer in variety retailer in the UK. Company believes in
selling top branded product at great prices. In order to raise business, various promotional
channels have been used by organisation (Fitzgerald and et.al., 2014). This study will intend to
provide understanding about the importance of E Commerce as digital technology in driving
success of organisation. For making research more reliable and appropriate aims and objectives
are formulated scholar which also provides direction to carry out research.
Aim: To access the importance of E-Commerce in customer relationship management in the
context to retail industry- A study on B&M retail
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Objectives:
 To analyse the concept of E-Commerce as emerging digital technology.
 To ascertain relationship between E-Commerce and customers relationship management
of B&M retail
 To understand the importance of E- Commerce in customer relationship management to
B&M retail.
 To recommend and suggest strategies for effective implementation E-Commerce for
CRM
Research Questions
 What is the concept of E commerce as emerging digital technology?
 What is relationship between E-Commerce and customers relationship management of
B&M retail What is importance of E- Commerce in customer relationship management to B&M
retail.
Rationale of research
The reason behind selection of this research topic is continuous use of digital technology
by companies with very high pace. For completion of research, there are various of retail sector
in which I have created by interest. I have achieved various benefits from selection of this topic
as I will be able to attain understand about various kinds of digital technologies which are used
by organisation to attain profits. I have considered various literatures, books and journals in
order to carry out secondary research for completion of literature review effective and gathering
relevant information on the basis I will be able to accomplish objectives my research project.
Study has provided support in development and comprehending skills which is beneficial for
carrying out research. However, I will be able to increase my knowledge by taking an analysis
of various important literatures and articles of scholars.
Literature review
The term literature review posses two specific important elements. In this, the perspective
of researchers have been discussed in order to analyse how E commerce can success of
business. Secondly various important methods have been explored to demonstrate the
implication of E commerce on the business processes and marketing of products and service.
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Concept of E-Commerce as emerging digital technology
As E commerce technology continuously evolves, customer perception and experience is
becoming increasingly essential to the conversion of sales. According to Cook, (2017), there are
various retailers in economy which are currently planning in order to create and sustain the
value of customers through delivery of sophisticated digital experiences which deliver their
order more effectively, blend physical and digital capabilities and continuously simplify ordering
procedures of ordering more quickly, blending physical and digital experiences which delivers
various orders more effectively, blend physical and the digital business capabilities as well as
simplification of ordering procedures. As per the view of Colombo, Croce and Grilli, (2013), E
commerce has prevailing digital technology is mainly used to raise the marketing of products and
services which are offered by organization to their employees. This major important business
procedure has intended to provided more growth to organisation. Usually it is interlinked with
buying and selling of products and services over the internet or carrying out various important
transaction involving the business transfer ownership or the important rights which are used to
improve goods and services through the computed mediated business networking.
Electronic commerce has raise the values for organisation to achieve its business growth
and recognition. Driving of sales and increase in profitability will be resulted through
implementation E commerce websites and application that needs to be utilized by organisation
to attain success in business operations. Further, Retail sector has been contentiously emerged as
pioneer among all other industries because it has continuously increased its contribution towards
growth of economy.
As per the view Berman, (2012), there two reason continuously increasing presence of
people on E commerce such as Availability of wide range of products and low cost. In
comparison with other retail B&M has been emerged as widely recognised business enterprise in
retail because it has continuously adopted change in business processes and applied new media
channels for improvement of marketing and relationship with customers. There are various
products offered by B&M to customers such as Clothing, Accessories, electronic item and other
products that needs to be attained by management.
As per view of Beetham and Sharpe, (2013), E commerce application and websites are
also increaser continuously and have developed their relationship with retail business enterprises
for selling their products and services in order to deal with perception of customers. Technology
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has increased opportunities for organisation to attain success by providing various other channels
such as social media, E commerce, internet marketing and telecommunication sector etc. High
rate of growth has also increased opportunities for business enterprise to sustain in market as
emerging leader. Pertaining to improvement of business structure, organisation has also
improved its ways of doing business. They aim to provide high growth rate in market and
delivery of products that remain at workplace. Moreover, the Existing delivery for these
important efforts have easily translated towards the online retail of products along with the
major retail and delivery business enterprises exploring the ways through which they can
incorporate digital and future E commerce solutions. The faster delivery times along with the
growing number of online shoppers across the world has directly encouraged more online
purchase in the future.
Relationship between E-Commerce and customer relationship management
According to John Walker, (2014), E-commerce a revolutionary change in the field of
retail industry. From the starting of the 21st century the retail industry gradually started to
operate from a new medium i.e. Electronic commerce or E-commerce a new marketing tool that
serve the company products\services through using a network of World Wide Web (www.),
strong communication network which connect customers from all the world. This new trend in
the field of business has gather many potential customers, which increases the revenue of the
firm, this leads the retailing industry to adapt new technologies to expand its business, build up a
brand image, increase the sale graphs in cost effective manner. With the passage of time E-
commerce became the important area of retail industry , this provide platforms to many new
start-ups and business such as, Amazon, Bonbons etc. Customer relationship management is
important business activity which helps in getting high sales and increasing brand recoginition in
market. Ecommerce is important tool that help company in communication and retaining
previous customers. Relationship with customers can be maintaining that needs to be maintained
effectively.
With the increasing trends of e-commerce Retail sector start depending more over the Social
media marketing initially it boosted up the sale in a cost effective way but with passage of time it
start generating harmful effects. The virtual shopping experience of the people was not satisfied,
problems like site crash, longer durations of shipment lack of tangible existence are the key
elements of declining e-commerce (Clarkson and et.al, 2013). The retailers are facing high levels
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of competition on online platform with increase the cost of production in business i.e. by
additional employing of customer support services for your company because unable to interact
with your customer may make customers to switch from your brand, adding to this offering of
heavy discounts are reducing profit margins of the company, further many parts of the world are
not familiar to online platforms Despite of numerous online brands retail industries still serves to
be in a market being a first choice many consumers.
Importance of E- Commerce in customer relationship management
According to the view of Schaupp and Bélanger, (2013), the e commerce is growth is on the
increase and it has also placed immense pressure on retailers like B&M to differentiate
themselves and also deliver superior shopping experience online. This will help the business
enterprise to remove these pressure by carrying out customized research of market, competitive
insights and brands with host of tactical and strategic market research, competitors analysis
and E commerce content business solutions. Electronic commerce has raise the values for
organisation to achieve its business growth and recognition. Driving of sales and increase in
profitability will be resulted through implementation E commerce websites and application that
needs to be utilized by organisation to attain success in business operations. Further, Retail sector
has been contentiously emerged as pioneer among all other industries because it has
continuously increased its contribution towards growth of economy. Below given point will
clearly determine the important E commerce in driving success to organization.
Customer relationship management will be improved through E commerce because
company will be able to manage effective relationship with previous customers and also try to
retain them at workplace. Highly potential employee will provide great deals in order to meet
their requirements.
According to Pagani, (2013), E commerce business has become as best available option for
business aspirants to develop better business world and also getting success within the future
than a traditional mode of business operations . For retail business, company's E-commerce
website is considered as competitive advantage that will boost up their business. Further, ()
stated that it is important for retail enterprises because it is user friendly and provided new face
to business enterprise in market. It helps organization to identify customers needs and provided
opportunities to meet their requirements by providing them shopping m, making choice and
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purchase of products from the E commerce websites by simply sitting home during the free
time. This has also become an ideal method to take the brand from traditional brick and mortar
store to a new and innovative brand. By offering effective and qualitative products 24 hours a
day along with the online consumer service, blogs and social media,. No longer is the business
M&S as one singular store along with an online presence of their business which can be the
home of their products and general home of B&M business operations. It mainly allows the
organisation to fully expand the products which ranges without worrying about the home of
company operations. E commerce allows B&M to full expand products and serveries in market
In addition to this. Miller, (2012) have conveyed that organization is required to fully expand the
products and services without having worry about the moving location or worrying about the
being able to expand the business. Use of E-commerce websites and other application have been
considered as important to raise increase financial resources and customers in market. This
major reflective in market which has improved its business to remove business. Achievement of
high growth in market has been required to intend the advantage such as increase in customers
base of company. B&M also retained its business in market through marketing of its products
and service on their websites and other important E commerce websites and channels. It helps in
raising sales of products and services in over market. Highly effective business operations tends
the economy growth of retail business enterprise. In contrast to this, E commerce have provided
various impacts on business through analysis of various important business information that
needs to be undertaken by management.
Methodology
Research methodology is termed as process used to investigate and collection of data in
order make corrective business decision. Methodologies of research includes qualitative and
Quantitative methods and tools that will be used by investigator to research effectively. In
present context, Scholar has carry out research to access the importance of E-Commerce in
driving business success in the context to retail industry (Brinkmann, 2014). B&M retail
business enterprise is selected for completion of research project and analysis of importance of
digital technology on business operations. Moreover, there are appropriate digital technology has
been used by organisation for promotion of products and service in market.
Below given are important research methodologies such as:
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 Research Philosophy: It is also considered as research philosophy that needs to be used
by scholar for completion of research and collection of reliable data efffectively through
application of various important concepts. Data will be effectively gathered by
investigator and modified methods used to solve the questions of research (Jones and
et.al., 2014). In this context, it has been specified that exploratory and the qualitative
research design will be used for understanding the proposed study to assess the
importance of E commerce in driving success to business in retail industry. Qualitative
research is required because there are various investigation has been undertaken on this
topic.
 Research Design: This is considered as outline of various important activities that will
used by scholar in present study on B&M retail. There are two important method of
research design such as exploratory and descriptive research design (Silverman, 2016).
Exploratory research is valuable for identification of what is currently happening in
order to seek the insights for asking questions and pointing out the case. In this,
descriptive research design method is used by scholar which is helps to potrary an
accurate profile of person, business events and situations. It helps in assessing clear
picture of the business phenomena on importance of E commerce in driving growth and
success of business.
 Sampling: Most important method of data collection which used for selection of sample
size from large number of population. Sampling is quantitative research methodology
which involves statistical calculation for getting an appropriate number of candidates
from population (Fichman, Dos Santos and Zheng, 2014). In this, there are basically two
methods of data collection such as probabilistic and non probabilistic sampling.
Probabilistic sampling involves qualitative method of data collection which is based on
calculation such as random sampling, stratified and systematic sampling. Further, Non
probabilistic sampling involves qualitative methods in which size is selected without
any calculation. In the research, scholar will use Simple random sampling method
because it is easy to use and requires fewer efforts and time for calculation as well as
selection of sample size from population. By using simple random sampling method in
which each member of population is equally likely to be chosen as sample. Further, 20
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employees of B&M retail have been selected by scholar because they will provide
complete information about application of E Commerce in organisation.
 Data collection: (Neuman, 2013) has provided completed understanding that qualitative
research includes widely stated and important questions related to the E commerce and
its important, have driving business success. Descriptive data helps to understand the
attitudes and Experience of organisation. Scholar has also made different between both
qualitative and Quantitative research and if the researcher desire to make standardized
comparison and measurement relationships in terms quantity between the variable and
accounting for variance. Primary and secondary data collection method is used by
researcher to collect data on topic. Primary method involves collection of data through
interviews, questionnaire, survey and observation etc. Questionnaire will be used by
scholar to collect information in this research project. Secondary data will be collected
by using Articles, journals, books and research paper in order to get qualitative
information.
 Data analysis: There is no separate method for the analysis of qualitative data. Data
analysis helps the scholar to transform collected data in to useful information. This
information can be easily to the users to through application of effective method of data
analysis (Taylor, Bogdan and DeVault, 2015). In present study, thematic analysis
method will be used by scholar which involves representation of data in the form charts
and diagrams which tends to make the research more reliable.
 Ethical consideration: there are various important ethical issues have arise within
research that needs to be considered by scholar such informed consent and
confidentiality of data (Lewis, 2015). In this research project, research has collected data
by taking consent supervisor of employees of B&M. The Research will also take consent
of employees from whom they will collect information.
Timeline of research
Following plan will be undertaken by the researcher to accomplish study with the period
of 20 weeks such as:
Activities / 1 2 3 4 5 6 7 9 1 11 1 13 1 15 1 17 1 20
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weeks 0 2 4 6 9
brief outline
proposal
Writing
research aim
and objectives
Literature
review
Research
methods
selection
Questionnaire
and interview
Arrangement
of data in
structured
format
Data analysis
Research
conclusion
Recommend
ation
Accomplishm
ent of whole
project.
Taking
feedback
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Final
submission
CONCLUSION
From the above research, it has been concluded that digital technology plays an
important role in driving success to business enterprise in every sector. E commerce technology
continuously evolves, customer perception and experience is becoming increasingly essential to
the conversion of sales. B&M also retained its business in market through marketing of its
products and service on their websites and other important E commerce websites and channels.
It helps in raising sales of products and services in over market.
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