The objective of this thesis is to analyze the new strategic opportunities that digital is bringing to the current traditional retailers.
Berman defines retailing as “the business activities involved in selling goods and services to consumers for personal, family, or household use. It is the last stage in the distribution process”.
With the very fast growth of digital and the new ways of buying product online, the retail concept needs to be review due to the changes that these new technologies are bringing to consumers.
The objective of most of the companies it to reach a point where the company is sustainable. In order to do that, they need to innovate.
Since a few years, we assist to a mobile revolution which is is completely reshaping the retail industry with a fast growing number of people using everyday their phones to buy products.
This Thesis has for objective to explore the opportunities that these new technologies are bringing to the retailers, and how these retailers are going to adopt the new technologies in their business model in order to keep their business healthy.