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Is the Demise of Traditional Retailing Aggrandized?


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1 Marketing Consultant, London, United Kingdom
     

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The purpose of this research paper was fo explore the future of traditional (physical) retailers with an optimistic bias. The aim was to review and analyse the relevance of physical retailing and present a case for its survival and growth. The research methodology involved study of cases of transformation of traditional retailers into multi-channel retailers and reasons behind online retailers opening a physical storefront. A cross section of literature (business and academic) and data pertaining to traditional and online retail was analysed and interpreted within the framework of academic theories to build a case for traditional (physical) retail's survival and growth.

The research is limited in its scope and interpretation due to its exploratory nature and lack of empirical data (primary research). Nevertheless, it contributes to the limited body of work on opportunities for and competitive advantages of traditional retailers in an era of rapid growth of online retail. The study provides a positive picture for owners and managers of traditional retail firms in terms of the opportunities, experiments and innovations undertaken across markets enabling them to consider the transformation of their own stores into a more consumer-oriented retail establishment to compete with aggressive online retailers.

The study is relevant and original in terms of its aim to provide an optimistic scenario for traditional (physical) retailers by analysing transformation undergoing in various retail markets. The study found that there were ample data, cases and initiatives across markets suggesting a resurgence of traditional retailers into entities embarking on omni-channel retailing by leveraging technology and learning from online retailers.

The study concludes that traditional physical retailers can survive and grow in the era of internet and mobile (competing with online retailers), by leveraging 'technology' to redesign their (operations) business model from consumer's perspective and adopt a multi-channel (O20) retail model to cater to the needs of the new age consumers.


Keywords

Traditional Retailer, Online Retailer, Traditional Retail, Modern Retail, Omni-Channel, Multi-Channel, Kirana Stores, Delivery, Amazon, Consumers, Technology.
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  • Is the Demise of Traditional Retailing Aggrandized?

Abstract Views: 263  |  PDF Views: 2

Authors

Shrawankumar Roongta
Marketing Consultant, London, United Kingdom

Abstract


The purpose of this research paper was fo explore the future of traditional (physical) retailers with an optimistic bias. The aim was to review and analyse the relevance of physical retailing and present a case for its survival and growth. The research methodology involved study of cases of transformation of traditional retailers into multi-channel retailers and reasons behind online retailers opening a physical storefront. A cross section of literature (business and academic) and data pertaining to traditional and online retail was analysed and interpreted within the framework of academic theories to build a case for traditional (physical) retail's survival and growth.

The research is limited in its scope and interpretation due to its exploratory nature and lack of empirical data (primary research). Nevertheless, it contributes to the limited body of work on opportunities for and competitive advantages of traditional retailers in an era of rapid growth of online retail. The study provides a positive picture for owners and managers of traditional retail firms in terms of the opportunities, experiments and innovations undertaken across markets enabling them to consider the transformation of their own stores into a more consumer-oriented retail establishment to compete with aggressive online retailers.

The study is relevant and original in terms of its aim to provide an optimistic scenario for traditional (physical) retailers by analysing transformation undergoing in various retail markets. The study found that there were ample data, cases and initiatives across markets suggesting a resurgence of traditional retailers into entities embarking on omni-channel retailing by leveraging technology and learning from online retailers.

The study concludes that traditional physical retailers can survive and grow in the era of internet and mobile (competing with online retailers), by leveraging 'technology' to redesign their (operations) business model from consumer's perspective and adopt a multi-channel (O20) retail model to cater to the needs of the new age consumers.


Keywords


Traditional Retailer, Online Retailer, Traditional Retail, Modern Retail, Omni-Channel, Multi-Channel, Kirana Stores, Delivery, Amazon, Consumers, Technology.

References