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Implementation of Digital Technology in Business - B&M Retail

University: UKBC College London

  • Unit No: 11
  • Level: Undergraduate/College
  • Pages: 4 / Words 1102
  • Paper Type: Minor Case Study
  • Course Code: R/508/0522
  • Downloads: 942
Question :

A research proposal is produced that clearly set of the manner in which questions based on the theme “The impact of digital technology on business activity” will be addressed through literature review.

  • Design a research proposal for B&M Retail that laid down the plan for achievement of objectives.
  • Evaluation of different methodology and research approaches and methodology selected will be justified.
Answer :
Organization Selected : B&M Retail

Background of study

Digital technology has emerged as important tool for business enterprises which enabled to drive their business success. The opportunities and advantage imposed by digitalisation for business has crosses all age groups and span of industries. Digital transformation is analysed as accessible and viable for all enterprise because it simply refers to improvement of business processes, engaging talent employees across the organization and driving new and profitable business models (Bharadwaj and, 2013). According to study, 91% percent of people states that employees in organization wants transformation because they believe digital technologies have the potential to effectively transform the way people work within their business enterprise but the 43% of business work are completely satisfied with their organization current business location. E-commerce is also analysed as form of digital technology and model that enables organisation to conduct business over an electronic network and typically the internet. Considered as wide range of online business activities for the products and services (Haight, Quan-Haase and Corbett, 2014). It involves various communication channels or advertisement media which is based digitalised system such as internet, E commerce websites and TV channels etc. Drastic change in digital technology has influence business enterprise that needs to be achieved management for completion of business operations. Large number of population in countries have moved towards buying and payment of products which possible through E commerce (Buckingham, 2013). Technology has improved the process, sales and profitability of business in order to attain business objectives. Retail industry is widely affected by this implementation of digital technology in business activities such as finance, marketing, production, promotion and operations. In order to accomplish present research project, Scholar has selected B&M which is now a pioneer in variety retailer in the UK. Company believes in selling top branded product at great prices. In order to raise business, various promotional channels have been used by organisation (Fitzgerald and, 2014). This study will intend to provide understanding about the importance of E Commerce as digital technology in driving success of organisation. For making research more reliable and appropriate aims and objectives are formulated scholar which also provides direction to carry out research.

Aim: To access the importance of E-Commerce in customer relationship management in the context to retail industry- A study on B&M retail


  • To analyse the concept of E-Commerce as emerging digital technology.
  • To ascertain relationship between E-Commerce and customers relationship management of B&M retail
  • To understand the importance of E- Commerce in customer relationship management to B&M retail.
  • To recommend and suggest strategies for effective implementation E-Commerce for CRM
    • What is the concept of E-commerce as emerging digital technology?
    • What is relationship between E-Commerce and customers relationship management of B&M retail
    • What is importance of E-Commerce in customer relationship management to B&M retail.

Research Questions

Rationale of research

The reason behind selection of this research topic is continuous use of digital technology by companies with very high pace. For completion of research, there are various of retail sector in which I have created by interest. I have achieved various benefits from selection of this topic as I will be able to attain understand about various kinds of digital technologies which are used by organisation to attain profits. I have considered various literatures, books and journals in order to carry out secondary research for completion of literature review effective and gathering relevant information on the basis I will be able to accomplish objectives my research project. Study has provided support in development and comprehending skills which is beneficial for carrying out research. However, I will be able to increase my knowledge by taking an analysis of various important literatures and articles of scholars.

Literature review

The term literature review posses two specific important elements. In this, the perspective of researchers have been discussed in order to analyse how E commerce can success of business. Secondly various important methods have been explored to demonstrate the implication of E commerce on the business processes and marketing of products and service.

Concept of E-Commerce as emerging digital technology

As E-commerce technology continuously evolves, customer perception and experience is becoming increasingly essential to the conversion of sales. According to Cook, (2017), there are various retailers in economy which are currently planning in order to create and sustain the value of customers through delivery of sophisticated digital experiences which deliver their order more effectively, blend physical and digital capabilities and continuously simplify ordering procedures of ordering more quickly, blending physical and digital experiences which delivers various orders more effectively, blend physical and the digital business capabilities as well as simplification of ordering procedures. As per the view of Colombo, Croce and Grilli, (2013), E-commerce has prevailing digital technology is mainly used to raise the marketing of products and services which are offered by organization to their employees. This major important business procedure has intended to provided more growth to organisation. Usually it is interlinked with buying and selling of products and services over the internet or carrying out various important transaction involving the business transfer ownership or the important rights which are used to improve goods and services through the computed mediated business networking.

Electronic commerce has raise the values for organisation to achieve its business growth and recognition. Driving of sales and increase in profitability will be resulted through implementation E commerce websites and application that needs to be utilized by organisation to attain success in business operations. Further, Retail sector has been contentiously emerged as pioneer among all other industries because it has continuously increased its contribution towards growth of economy.

As per the view Berman, (2012), there two reason continuously increasing presence of people on E-commerce such as Availability of wide range of products and low cost. In comparison with other retail B&M has been emerged as widely recognised business enterprise in retail because it has continuously adopted change in business processes and applied new media channels for improvement of marketing and relationship with customers. There are various products offered by B&M to customers such as Clothing, Accessories, electronic item and other products that needs to be attained by management.

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