Strategies for Shaping and Implementing Digital Transformation in the Retail Value Chain

Abstract

This study investigates the critical role of digital transformation (DT) strategy and the adoption of new technologies on the outcomes of food and non-food retailing companies, their sustainability, growth and profitability. Companies are increasingly adopting new technologies and integrated work systems in an effort to formulate and implement a successful DT strategy or improve an existing one. By digitalizing their processes, companies are achieving significant operational improvements and enhance business performance, while improve the relationship between three key pillars, technology, human resources and company structure. These components essentially shape the organizational context of companies that, together with the adoption of new technologies, master data and products, contribute immeasurably to the implementation of a successful digital transformation. Information systems are now an integral part of retail companies which vary depending on their size, type of activity, needs and financial capabilities. However, research in this area is limited, mainly focusing to a limited extent on the technologies they use. This study aims to develop a holistic approach to DT strategy. It aims to investigate how it is formed and implemented within a company, how it affects its internal and external environment and finally how it develops the company’s performance outcomes, which subsequently reshape or improve the DT strategy. The research uses a qualitative methodology, including a comparative analysis of case studies through interviews with executives specialized in digital transformation, in six retail companies operating in different sectors of the wider industry. The findings reveal that the strategic integration of DT and integrated work systems are vital to enhance interoperability, sustainability, business performance, cost reduction, productivity gains, better governance and more efficient resource allocation in order to achieve business excellence. This study highlights the importance of a holistic approach to DT strategy, driven by information systems and innovative technologies, positioning companies as leaders in their sustainable evolution within an industry characterized by constant and rapid change.

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