Digital transformation: an analysis of opportunities for retailers

Abstract

In this study, the opportunities and challenges for retailers in the course of the digital transformation were examined from three perspectives: the retailer perspective, the customer perspective, and the platform perspective. The first chapter provides a historical overview of the development of retail, followed by a definition of key terms and a characterisation of the study's subject. Furthermore, the first chapter also derives the guiding research questions for the subsequent chapters. Chapter two presents a survey of 243 LOORO owners from 26 cities in Germany, aimed at understanding why the LOOROs are hesitant about their digital transformation. For the analysis, the study applied a structural equation modelling approach and used the Stimulus-Organism-Response model as a theoretical framework. In the third chapter, the perspective shifts from the retailer to the customer. For this purpose, 1,139 customers were surveyed in four studies on various technologies (e.g. mobile payment, live stream shopping) and their willingness to use or continue using them. The two studies on mobile payment, in particular, expand the existing research to include comparative analyses with existing payment alternatives. From a theoretical perspective, the Technology Threat Avoidance Theory is also used to shift the theoretical perspective from almost exclusively negative feedback loops to positive ones. The third study in Chapter 3, Self-Service Technology, is the first to examine trust in self-service technologies and the different perceptions based on the level of experience. The fourth study in Chapter 3 on live-stream shopping is the first study in Europe on this new service and provides the first theoretical and practical implications for existing research from a European or German perspective. All studies in Chapter 3 were analysed using a structural equation model and other statistical methods for group comparisons (e.g. age, gender, experience). In the fourth chapter, there is another change of perspective. In this case, platforms are analysed as intermediaries or service hubs between the connected retailers and customers. The focus here is particularly on so-called local shopping platforms. These were examined by means of content analysis and telephone interviews. Regarding the content analysis, 149 websites were analysed. In addition, 26 local shopping platform operators were interviewed during the outbreak of the coronavirus pandemic to understand the impact of this pandemic on the platforms. The final study in the fourth chapter compares the results of German LSPs with Chinese LSPs. The results were analysed using Hofstede's cultural dimensions. This study also extends the existing findings in the area of the platform economy with regard to the influence of culture on the service offering. The empirical results were used to derive strategic recommendations for retailers in Chapter 5.