Technology adoption in the sphere of Retail Communication- A critical evaluation study

Abstract

Purpose: To study the limitations in the existing retail communication across the channels, and evaluate new technology platforms that are emerging in the sphere of retail communication.

Methodology: This is an exploratory study which is conducted involving sample respondents from the population of retail industry.

Findings: Organisations across industries are leveraging different platforms for building effective and uniform mode of communication across the retail channels.

Practical Implications: – The results of the study imply that the retail industry in spite of various limitation, because of the emerging competition from the e-commerce they are forced to adapt to digital innovations.  

Originality/Value: The study identifies that conventional retail organisations are tying up e-commerce widely as they help in quickly adapting to technological innovation and communication to reach the end mile consumer with ease and convenience.

Article Classification: Research Paper