Digital Technology Impact on Marketing: A Case Study of Sainsbury's

This report investigates the usage of digital technology for marketing and communications in the retail industry, focusing on a case study of Sainsbury's. The research aims to examine the impact of digital technology on marketing and communications, analyzing its role in the UK retail context, evaluating the challenges faced by Sainsbury's, and assessing the implemented digital marketing strategies. The report reviews literature on the role of digital technology, challenges such as limited budgets and lack of IT knowledge, and strategies like social media and influencer marketing. The methodology involves both primary and secondary data collection, employing a quantitative research approach with frequency distribution analysis. The study concludes that digital technology significantly contributes to business growth and employee performance, highlighting the importance of adopting these technologies for future success. Desklib provides access to similar reports and solved assignments for students.

RESEARCH PROPOSAL

Table of Contents
Title..................................................................................................................................................3
Research Aim ..................................................................................................................................3
Research Objectives.........................................................................................................................3
INTRODUCTION...........................................................................................................................3
Overview of the topic..................................................................................................................3
Research rationale.......................................................................................................................4
LITERATURE REVIEW................................................................................................................5
Role of digital technology in marketing and communications in context of UK retail industry 5
Challenges faced by Sainsbury's of using digital technology for marketing and
communications in the retail industry.........................................................................................5
Digital marketing and communication strategies implemented by Sainsbury's within the retail
industry........................................................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................7
Data collection............................................................................................................................7
Methodology...............................................................................................................................7
Qualitative or quantitative...........................................................................................................7
Analysis an result........................................................................................................................8
Sampling.....................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

Title
An investigation into the usage of digital technology for marketing and communications
in the retail industry.
Research Aim
To examine the impact of digital technology on marketing and communications in the
retail industry. A case study on Sainsbury’s
Research Objectives
 To analyse the role of digital technology in marketing and communications in context of
UK retail industry
 To evaluate the challenges faced by Sainsbury's of using digital technology for marketing
and communications in the retail industry
 To assess digital marketing and communication strategies implemented by Sainsbury's
within the retail industry
INTRODUCTION
Overview of the topic
Digital technology plays a very important role in improving the performance of
marketing and communication with the retail industry. With the help of digital technology, the
business operations can be improved with best quality of products and services in the business
market (Hole, Pawar and Khedkar, 2019). It helps in streamlining and tracking the processes of
the business, maintaining the flow of data, and managing employee contacts and records
effectively. Digital technology helps in improving the experience of customers and offers them a
personalised buying experience at the time of buying products and services of the company. It
helps the company in selling their products through online portals and websites to the customers
who are unreachable for the business. It also helps in speeding up the process of sales increment
and the process of manufacturing of quality products and services in the competitive retail
industry. Digital technology help the company in creating effective strategies related to business,
changing the working culture and provides better customer and employee service (Ritz, Wolf and
McQuitty, 2019). This makes the work of employees easy and smooth by learning new and
advanced technology usage in the retail industry. Adopting digital technology mainly helps in

motivating employees to become more productive and efficient for providing value to the
potential customers.
The selected organisation in the present research is Sainsbury’s which is considered as
the second largest supermarket chain in the UK which is headquartered in Dury Lane, London
(Pencarelli, 2020).
Research rationale
The main aim of conducting this particular research is to gain an understanding about the
importance of digital technology in the business organisation for improved marketing and
communication within the retail industry. Digital technology make the process of selling
products and services of the company by the use of online platform in order to reach out to more
number of customers (Fernando, and et. al., 2019). While carrying out this particular study, the
researcher achieves two major objectives which are known as personal and professional
objectives. In context of personal objectives, the researcher will get to know about the concept
and impact of digital technology for improved marketing and communication within the business
organisation. This helps in achieving new growth and job opportunities in their career and in
dealing with the new usage of digital technology. On the other hand, in context of professional
objectives, the researcher will attain skills and knowledge related to digital technology impact on
the services of marketing and communication for the customer. This helps the researcher in
making strategic plan for gaining success in the company within the competitive business
environment.

LITERATURE REVIEW
Role of digital technology in marketing and communications in context of UK retail industry
As per the view of Pantano and Vannucci (2019), digital technology plays a significant
role in enhancing the marketing and communication within the retail industry of the UK. With he
changing technology, it is important for every business to adopt digital; technologies in their
business so that they improve their functioning of operations. Technology has provided
businesses with different channels of marketing of products and services in the market to the
target customers so that they develop high growth. Digital channels help business organisation in
engaging and connecting with more number of customers in the market for sale of quality
products and services delivered by them. It helps in improving the working capability and
efficiency of employees to work in a more productive manner (Hänninen, Kwan and Mitronen,
2021). Digital technology helps in satisfying customers to remain with the business in the long
run for better services and quality in the business market effectively.
Challenges faced by Sainsbury's of using digital technology for marketing and communications
in the retail industry
As per the view of Katsikeas, Leonidou and Zeriti (2019), there are several different
types of challenges that Sainsbury's face while using digital technologies for better marketing
and communication among customers. Limited budget is the major challenge that company face
at the time of implementing digital technologies in the business as advanced technology is quote
expensive and requires more amount of money. Lack of knowledge related to IT is also a
challenge for the company that results in decreasing the morale an motivation of employees to
work in a productive manner in the business. Adopting change for new processes and tools is a
challenge for the company because accepting changes is difficult for employees as they are not
familiar with the concept and new operation system (Donthu and Gustafsson, 2020). Changing
needs of consumers also considered as a key challenge for the business which result in decreased
profitability and revenue in the business in the competitive market.
Digital marketing and communication strategies implemented by Sainsbury's within the retail
industry
As per the view of Liu, Perry and Gadzinski (2019), there are different kinds of digital
marketing and communication strategies that help Sainsbury's in improving their overall

performance and productivity in the business market. Social media marketing is an effective
marketing strategy that helps in promoting company's products and services to the customers in
the market. This helps in reaching out to large number of audience for sale of quality products
and services by capturing large share in the market. Influencer marketing is also a strategy that
helps business organisation in attracting potential customers for purchasing the particular product
of the company at the given price (Saura, Palos-Sanchez and Correia, 2019). Build better
relations with customers is considered to be a communication strategy that helps in gaining the
trust of customers for buying the specific product of the company for high growth. Providing
training to employees is also an important strategy of communication which results in improving
their knowledge and skills related to new technology used in the business for promotion of
products and services.

RESEARCH METHODOLOGY
Data collection
Data collection is an important part of the research methodology which helps the
researcher in collecting and analysing information related to the topic in an appropriate manner.
There are mainly two methods that the researcher use collecting data on the given topic and are
defined as primary and secondary methods (Zangirolami-Raimundo, Echeimberg and Leone,
2018). The researcher will use both primary and secondary data collection method for carrying
out the present research in a proper manner.
Primary
Primary method will be used by the researcher in the research because this helps in collecting
first hand data with the help of questionnaire.
Secondary
Secondary method will also be used by the researcher for conducting the research for collecting
detailed and precise information on the selected topic in an effective manner.
Methodology
Research methodology is an effective approach that helps the researcher in identifying,
processing, selecting and analysing information collected on the given topic. This method helps
in checking the reliability and validity of the gathered data by the researcher related to the topic
in an effective manner (Walker, Lin and McCline, 2018). This helps in providing clear
justification related to the research methods so that they carry out the research on the topic in a
more effective and precise manner.
Qualitative or quantitative
There are mainly two methods for conducting a particular study in an effective manner
and are defined as qualitative and quantitative research choice methods (VanKooten, 2019). For
conducting investigation on the topic, the investigator will focus on using quantitative research
method. Quantitative research will be helpful in deriving accurate and correct results while
conducting the research related to topic in a proper manner. This method includes numerical
information related to the topic and results in achieving the research aim and objective more
precisely.

Analysis an result
Data analysis consists of various methods which are defined as thematic analysis,
frequency distribution analysis and so on (De Hertogh, 2018). For conducting the investigation
in an effective manner, the investigator will use frequency distribution method. The reason for
choosing this frequency distribution analysis method in the present investigation is that it helps
in analysing the results related to the topic.
Sampling
Sampling can be classified in two parts which are defined as probability sampling and
non-probability sampling (Ross and Call-Cummings, 2020). For conducting the investigation,
the researcher will use probability sampling method. This method will be more effective in
getting reliable and valid results on the topic. The researcher has selected 30 managers of
Sainsbury's for collecting information through survey method.

CONCLUSION
It has been concluded from the above gathered information that digital technology plays a
prominent role in acknowledging high growth and success in the business in the future. Digital
technology helps in enhancing the performance of employees in the company for achieving the
predetermined goals of the business. The researcher will be using quantitative research method
for carrying out the research project in an appropriate and effective manner. This method is more
is more reliable in gathering accurate and authentic results related to the research topic.

REFERENCES
Hole, Y., Pawar, M.S. and Khedkar, E.B., 2019, November. Omni channel retailing: An
opportunity and challenges in the Indian market. In Journal of Physics: Conference
Series (Vol. 1362, No. 1, p. 012121). IOP Publishing.
Ritz, W., Wolf, M. and McQuitty, S., 2019. Digital marketing adoption and success for small
businesses: The application of the do-it-yourself and technology acceptance
models. Journal of Research in interactive Marketing.
Pencarelli, T., 2020. The digital revolution in the travel and tourism industry. Information
Technology & Tourism, 22(3), pp.455-476.
Fernando, H.A., and et. al., 2019. Effect of Ramadan fasting on weight and body composition in
healthy non-athlete adults: a systematic review and meta-analysis. Nutrients, 11(2),
p.478.
Pantano, E. and Vannucci, V., 2019. Who is innovating? An exploratory research of digital
technologies diffusion in retail industry. Journal of Retailing and Consumer Services, 49,
pp.297-304.
Hänninen, M., Kwan, S.K. and Mitronen, L., 2021. From the store to omnichannel retail: looking
back over three decades of research. The International Review of Retail, Distribution and
Consumer Research, 31(1), pp.1-35.
Katsikeas, C., Leonidou, L. and Zeriti, A., 2019. Revisiting international marketing strategy in a
digital era: Opportunities, challenges, and research directions. International Marketing
Review.
Donthu, N. and Gustafsson, A., 2020. Effects of COVID-19 on business and research. Journal of
business research, 117, pp.284-289.
Liu, S., Perry, P. and Gadzinski, G., 2019. The implications of digital marketing on WeChat for
luxury fashion brands in China. Journal of Brand Management, 26(4), pp.395-409.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. Organizational
transformation and managing innovation in the fourth industrial revolution, pp.86-103.
Zangirolami-Raimundo, J., Echeimberg, J.D.O. and Leone, C., 2018. Research methodology
topics: Cross-sectional studies. Journal of Human Growth and Development, 28(3),
pp.356-360.
Walker, B.B., Lin, Y. and McCline, R.M., 2018. Q methodology and Q-perspectives® online:
Innovative research methodology and instructional technology. TechTrends, 62(5),
pp.450-461.
VanKooten, C., 2019. A research methodology of interdependence through video as
method. Computers and Composition, 54, p.102514.
De Hertogh, L.B., 2018. Feminist digital research methodology for rhetoricians of health and
medicine. Journal of Business and Technical Communication, 32(4), pp.480-503.
Ross, K. and Call-Cummings, M., 2020. Reflections on failure: teaching research
methodology. International Journal of Research & Method in Education, 43(5), pp.498-
511.