Research Project: Digital Technology & UK High Street Retail Changes

This research project investigates the impact of digital technology on the British high street retail environment, focusing on the challenges faced by traditional retailers due to the rise of online markets. It employs both qualitative and quantitative approaches to analyze data, revealing that digital innovation and high-speed data are major drivers behind the shift from offline to online retail. The study examines the role of digital technology in the UK retail market, identifies the challenges faced by British street retailers, and evaluates the positive and negative impacts of this technology. It also highlights future concerns for street retailers and suggests strategies for adapting to the changing market, such as embracing online retailing to remain competitive. The research emphasizes the importance of understanding emerging technologies and their significance for retail companies in the UK, providing insights for street retailers to develop effective strategies and navigate the competitive landscape.

Research Project
Technology, Digital and the changing face of the British
high street retail environment.
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Abstract
This research is based on the overcome of the digital technology in the high street retail market of the UK
which has made a cause to quit the market by regular retailers. It has qualitative and quantitative both
approaches to collect and analyze data appropriately. The research outcomes have defined that digital
innovation and high-speed data is the major cause behind the overtaking of online retail on the offline
market.
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Acknowledgment
All of the research is conducted under the guidance of the teacher and I am thankful for this to resolve my
issues and queries time by time. All of the friends and college mates have supported me in the
implementation of the research in an appropriate manner.
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Contents
Abstract............................................................................................................................................2
Acknowledgment.............................................................................................................................3
Section 1: Introduction....................................................................................................................5
Section 2: Literature review.............................................................................................................7
Section 3: Methodology.................................................................................................................11
Section 4: Discussion and evaluation............................................................................................15
Section 5: Conclusion and recommendation.................................................................................23
References......................................................................................................................................25
Appendices....................................................................................................................................27
Appendix 1- Questionnaire........................................................................................................27
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Section 1: Introduction
Background
Upgraded utilization of versatile innovation has driven on the retail market and impacted to the
organizations to use in the promoting and offering of items in the focused-on advertising. Presently, the
greater part of the supermarkets which are identified with retail advertising currently utilizing these
advanced versatile applications to upgrade their deals by holding clients. Web-based social networking
stages as Facebook is additionally created it for advertising and offering purposes which are likewise
utilized by the retail association to advance their items and deals too. The digital advancement has
become one of the greatest achievements of the UK market as there has been a great change which took in
the marketplace (Fernie, et. al., 2015).
The technology is very important aspect at the present time as the changing market needs have to be
managed in the effective and appropriate manner, therefore the introduction of digital technology is
playing a vital role. Advancement in the technology has an influence on the street retail to hold its reality
in the market. It is basic for the organizations which are working in the retail market to have their own
retail outlets to hold this culture later on also. Street retail outlets are a fascination for guests which have
helped the organizations to offer out their items so it is fundamental to hold these business sectors later on
also. Utilization of online services are consistently increasing in the buying and offers of the items in the
market has motivated to the retail association to be found on online deals channel just because of its lower
operational cost (Wrigley and Lambiri, 2014).
Aims and objectives
Aim
The prime motives on which the research will be concerning are the challenges and issues which is been
faced by the British street retailing companies in the UK with the digitalization in the market.
Objectives
 To examine the role of digital technology in the UK retail market at the present time.
 To determine the challenges faced by British street retailers.
 To understand the positive and negative impact of digital technology in UK market.
 To evaluate the future concerns which street retailers need to understand.
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The significance of the study (About the project)
The subjective project is very necessary as with the help of this the understanding about the digitalization
which has been taken place in the UK market. The recent changes in the street retail originations are very
important to understand as the introduction of the digital technology has been entirely changed the
operations and has increased the challenges for them. The learner and the reader here will understand
about the fact that the street retails in British is facing “n” number of the problem to carry out its
operations and activities as with the changing technological aspect in the market. The study is required to
be done as because it is helping in understanding the latest and emerging technology and its significance
to all the retail companies in the nation. With the help of this, the street retailers can also be able to
manage and handle the facing challenges. Therefore, it can be analysed and determined that the people of
the society are to getting more indulged in the changing trends of the market. The study is having several
sections which will be aiding the learner to enhance and develop their conceptual skills and traits. With
the help of this, they can be able to perform more effectively and they can develop their personal and
professional skills (Wrigley and Lambiri, 2015). This study will also help the street retailers to make
appropriate strategies and can get into online retailing which will be aiding them to perform well in the
competitive market scenario.
Reason for selecting the topic
At the present time, there is a great need of technology is playing an essential and vital role which will be
aiding in gathering several informative data and information which is very necessary at the present time.
The major reason for the choosing this topic is to create awareness about the need and significance of
digital technology which is very important to be considered. The street retailers have to get to develop
new and effective strategies to meet the market needs and changes. Therefore, it is very necessary for the
researchers to initiate, that is the main reason for choosing this particular topic to carry out the work and
the research in the smooth and effective way.
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Section 2: Literature review
According to Digital high street advisory board (2015), Britain has developed its infrastructure in which
different telecommunications companies are providing high-speed data transfer services to its targeted
market. Itis the reason behind enhancement and dependability of the digital technology in the UK. This
whole report is based on the development of infrastructure of connectivity in the whole UK which has
helped in the economic growth as well. This report is relevant to the research topic due to its dependency
and relevance to the digital technology and networking which the key factor of the research topic. High
data transformation and connectivity has provided medium to communicate faster. High-speed data is the
basic need of the application which is used in the digital sales and marketing. It is found by the report that
high-speed data UK government is ambitious to provide high-speed data from the year of 2010 which is
significant in the economic growth of the country so they have developed a fixed line and mobile
broadband infrastructure (Wrigley and Lambiri, 2014). All of these changes in the networking and
connectivity in the UK has led in the development and improvement in the digital technology, marketing
and sales which has negatively affected ion the high street market and culture of the UK.
Figure 1: High street attraction
Source: Digital high street advisory board (2015).
Dean and Harrington (2014), has implemented a research on the changing face4 of the retail in the
context of Europe. This research has contained a proper section on the topic of technology in which
innovative change in the technology has been defined by the authors. It has defined the use of Radio
Frequency Identification Technology use by Zara in their outlets to provide code to its garments. In the
series of regular changes, the organisation has led to use more innovative change in the business to
enhance possibilities to gain more profits and revenues. Augmented reality is another innovation which is
developed and used by different organisations in their retail outlets to provide a 3D review of wearing
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clothes, boots and eyeglasses. Now this augmented reality is used and provided by the organisation on the
website which has helped them to introduce their products effectively to customers (Dennis, et. al. 2012).
Mobile technology is also explained by the authors in their research which is the contemporary trend and
reasons behind the decline the interest of the organisation to use Brick and mortar concept to sell their
products in the targeted market. Enhanced use of mobile technology has led on the retail market and
influenced to the companies to use in the marketing and selling of products in the targeted market. Tesco
has developed its e-stores in the year 2013 which has provided a great relief to its targeted market to go
for its retail outlets located in markets. Now, most of the grocery stores which are related to retail market
are now using these digital mobile applications to enhance their sales by retaining customers (Kasriel-
Alexander, 2016). Social media platforms as Facebook is also developed it for marketing and selling
purposes which are also used by the retail organisation to promote their products and sales as well.
Figure 2: Change in retail sales and volume in UK
Source: to Wrigley and Lambiri (2015)
According to Wrigley and Lambiri (2015), the financial crisis of 2008 has developed significant effect on
the retail organisation and compelled them to make changes in the trading style. Most of the retail
organisation are having own stores in the high street of the UK which puts a financial pressure on them as
well. It has a high investment to have an outlet in the UK high streets and also enhances the operational
cost of the company which is significant to maintain by the company. Financial crisis has put huge
negative effect on the organisations and some of the retail companies have left to continue their retail
stores as Jane Norman, C&A, Principles, Zavvi, MFI, Woolworths etc. are the companies which has shut
down their retail outlets from the high street market of the UK in the duration of financial crisis. Financial
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crisis and innovations have led the organisation to make changes and adopt a new way to sell their
products in the targeted market (Wrigley, et. al. 2015). It is analysed that digital technological innovation
in the sales and marketing has less operational cost as compare to the brick and mortar concept.
Barrett (2015), advancement in the information and communication technology has produced challenge in
front of the retail markets. It has led to making changes in the retail marketing and selling of the products
which are essential. This is a report produced by the Mayor of the London in the year of 2015 till to this
time many organisations has forwarded to use digital marketing and sales channels. Enhanced use of
smartphones and tablets has effected on the retail organisation to develop their own websites and
applications by which they can manage their business activities in the targeted market ( Wrigley and
Lambiri, 2015). Enhancement of digital technology has created a negative effect on the retail high street
market of the UK.
According to England (2013), the high street retail market in the UK has a huge significance in the
context of the history and culture. It is essential to protect this market for an upcoming generation. The
report which is developed by English Heritage London has provided different aspects which are affecting
negatively on the retail high street business. Technological development has made challenges for the
retail high street market to retain its existence in the market. It is essential for the companies which are
working in the retail market to have their own retail outlets to retain this culture in the future as well.
High streets retail outlets are an attraction for visitors which have helped the companies to sell out their
products so it is essential to retain these markets in the future as well. This research has focused on the
significance of the history and culture in the UK and retains it in the future (Turner and Gardner, 2014).
Brick and mortar concept help to enhance endorsement of the retail organisations in the properties which
can help them to get financial support in negative market situations. It is the highest capital value market
of Europe which contains almost Pound 227 Billion in the UK.
According to Hall (2017), high streets of the UK are always in the trends of the UK people for purchasing
purposes. This report is highly relevant to this research paper it is providing a glimpse of the high street
culture of the UK which is significant to have to develop a research in an appropriate manner. It is
analysed by the report that high streets are always in the central attraction of the businessman and retail
companies to sell out their products. Different retail markets are developed in the history of the UK for
retail selling and purchasing of products. It is a most common public asset which is used in the sales and
purchasing purposes in the UK. It is also significant due to its potential to provide employment to the
localities in the different job roles as per the requirements (Fletcher, et. al. 2016). Change in the customer
behaviours is also is the major factor which has led the retail organisation to make changes in the business
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and trading style. Online retail business has affected hugely on the retail brick and mortar concept which
is explained in the report. The increase in online sales has created a compulsionfor the retail organisation
to establish their own retail online platform to sell out their products in the targeted market. Most of the
retail organisation which has their retail outlets on the high streets of the UK is using unified retail which
has helped them to entertain both types of consumers market online and offline (Fernie and Sparks,
2014). It has developed a trend to have a presence in both online and offline channel which has provided
many opportunities to the retail companies to gain profits and revenues. But increased use of online
platforms in the purchasing and sales of the products in the market has inspired to the retail organisation
to be based on online sales channel only due to its lower operational cost (Wrigley and Brookes, 2014).
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Section 3: Methodology
The methodology that is being utilized to lead the best possible research alludes to the examination of the
whole market with a portion of the predefined and required points and destinations. There are two
principle ventures in the entire methodology of the examination that can be characterized as the procedure
of information accumulation and also an investigation of the assembled information. This procedure of
information gathering and examination bolsters in making a substantial inference and furthermore makes
the improvement of a comprehension concerning the chose theme. This backing in portraying that the
nature of the assembled information will make an immediate impact on the results of the examination
technique and with a specific end goal to draw critical outcome, there is a necessity of the proper
strategies for the information gathering.
Inductive-deductive methodologies
The research methods are the techniques and ways which are aiding the investigators to carry out the
study in more ethical and practical way. The approach of the exploration is one of the critical viewpoints
that must occur in the study. With its best possible use, the information social event should be possible in
a required and wanted way. This thing is critical for the specialists. Two sorts of methodologies are being
utilized as a part of the investigation i.e. deductive and inductive approach.
The Inductive approach is the kind of strategy where the beginning of the data is done from the wide idea
of the chosen angle which will prompt précised and particular idea. This will bolster specialists to get data
and in addition information in a deliberate frame. This sort of approach is advantageous for a look into
similarly as with its help, subject's principle center esteem is accomplished in all around oversaw and the
legitimate way (Yom, 2015).
The Deductive approach is considered as one of the strategic methods that consider the idea of the opted
thing which is beginning from the idea which is exact and later goes to the chose concentrate's wide
perspective. It is additionally one of the important methodologies and must be considered. The substantial
impact of this approach is there on the undertaking.
In this investigation, there is the utilization of the deductive approach with the goal that the gathering of
the information is done in a wide way and furthermore comprehended in required and viable way. It is
helpful and steady for the examinations to accomplish openness and dependability (Tracy, 2012).
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Different methods
Data analysis
The qualitative technique is the sort of information which is accumulated and has been deciphered by
making utilization of discernments and topics. The gathering of data is done and is being confined
specifically. It is offering backing to the examiners to lead ponder in an orderly way. This sort of strategy
is supporting the examination to accomplish legitimate investigation as the best possible organization of
work is there and through this examiner will make conveyance of the comprehension of the information
and data in a fitting way. It is imperative and fundamental for the exploration as the arrangements of the
subjects depend on the theme choice (Silverman, 2018).
The examination is based on a quantitative way is considered as another strategy being used by the
scientists; here the information investigation is finished with the usage of the numeric devices. The
connection, mean, mode, relapse and middle are considered as a few devices that scientists make
utilization of to make an investigation of data and information which is gathered with the help of auxiliary
assets. This sort of thing is having complex nature as different things are there that must be worried amid
the investigation.
In this administration venture, utilization of qualitative information is there likewise with its help,
information can be gotten in required and proper way. The age of topics is there and according to the
subjects, elucidation of information is being finished (Bazeley and Jackson, 2013).
Research philosophy
The research philosophy of the examination is being considered as the primary angle which is being
thought about by the scientists during the time spent examination. The examination will then get support
and help from information which gathered by analysts with the help of theory. Two sorts of philosophy
are present which can be used by the examiners resemble positivism and interpretivism (Hughes and
Sharrock, 2016). The positivism is the kind of rationality that is used when there is the use of the logical
way to deal with the examination. The interpretivism is the sort of approach where the general public's
observation is being mulled over with respect to the subjective point. In this, the interpretivism reasoning
is been used with the goal that the management of the examination is done in a wanted and required way.
Research design
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