The Influence of Digital Transformation on the Retailing Value Chain
George Cosmin Tanase
Romanian Distribution Committee Magazine, 2019, vol. 10, issue 3, 30-34
Consumers have traditionally made purchase decisions at the store shelf, giving institutional retailers great power to learn about and influence behaviors and preferences. With the rise of e-commerce, mobile shopping, and most recently smart technologies, new competitors threaten this long-standing supremacy. Depending on the importance of the new sources of value creation (in different purchase situations), stationary retailing may prevail as an important interaction point in a multichannel decision journey. However, increasing diffusion of branded-product platforms including connected devices and online retail platforms is shifting this authority to new players. For the parties involved in this multilayered competition, acknowledging the changes and actively managing their position in the evolving eco-systems is crucial.
Keywords: Digitization; retailing; customer interface; brands; consumers; platforms (search for similar items in EconPapers)
JEL-codes: L81 M31 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:rdc:journl:v:10:y:2019:i:3:p:30-34
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