DIGITAL TRANSFORMATION IN RETAIL INDUSTRY: THE CASE OF WATSONS
Makaleler > Tam Makale · 2022
Yazarlar: Mehtap Odabas Sargin, Keti VENTURA
Pressacademia, Uluslararası, 2022
DOI: 10.17261/pressacademia.2022.1578
Özet
Purpose-The aim of the study is to explore the development of the retail industry and the new technologies that have emerged with digitalization used in retailing. Methodology-Research model was determined as a qualitative case study design. In the research, typical case sampling method, one of the purposive sampling techniques, was used. The data was collected by semi-structured in-depth interview with company executive. Findings-Company’s development in the retail industry and digital transformation is presented. Study has shown that Watsons uses artificial intelligence and robot technology significantly to enhance customer experience. Conclusion-The study is thought to be an original study as it shows the practices in a case study. It has been seen that Watsons offers faster service and more personalized shopping experience to its customers via technological applications. In addition, it is seen that it is tried to contribute both to customers' more accurate purchasing decisions and their satisfaction levels. Keywords: Marketing, retailing, digitalization, retail technologies, Watsons JEL Codes: M31, M39, L81