零售業的數位轉型：消費趨勢及數位科技對銷售管道、成本結構及收益流之影響
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Date
2018
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This thesis analyses how consumer trends and digital technologies impact the business models of retailers regarding the BMC building blocks channels, cost structures and revenue streams. The literature review focusses on the presentation of relevant consumer trends and digital technologies as a foundation for further research. Twelve semi-structured in-depth interviews were conducted with retail digitization experts, to develop an answer to the research question of this paper. The data was transcribed and analysed with the Qualitative Content Analysis developed by Mayring. Implications show that retailers need to deliver an engaging and meaningful customer experience, which is fully personalized throughout all channels and touch points. User- created content should be utilized and integrated into the channels, and customer’s needs and desires satisfied with close to immediate effect. Digital technology certainly helps coping with consumer trends, each retailer individually has to find the perfect set of digital technologies to meet customers’ expectations. It was found that digitization triggers a shift of costs in-between different cost centres. Operating expenses overall can be expected to decrease as a lot of processes can be automated and the utilization of resources optimized. On the other hand, necessary initial investments will drastically increase capital expenditures, redeeming the savings in OPEX. The asset-sale can be expected to be the dominant revenue stream in the future; niche markets will adopt alternative subscription and leasing models. Beyond that, implications show that digital technologies have the potential to trigger an exponential growth in revenues of retailers.
This thesis analyses how consumer trends and digital technologies impact the business models of retailers regarding the BMC building blocks channels, cost structures and revenue streams. The literature review focusses on the presentation of relevant consumer trends and digital technologies as a foundation for further research. Twelve semi-structured in-depth interviews were conducted with retail digitization experts, to develop an answer to the research question of this paper. The data was transcribed and analysed with the Qualitative Content Analysis developed by Mayring. Implications show that retailers need to deliver an engaging and meaningful customer experience, which is fully personalized throughout all channels and touch points. User- created content should be utilized and integrated into the channels, and customer’s needs and desires satisfied with close to immediate effect. Digital technology certainly helps coping with consumer trends, each retailer individually has to find the perfect set of digital technologies to meet customers’ expectations. It was found that digitization triggers a shift of costs in-between different cost centres. Operating expenses overall can be expected to decrease as a lot of processes can be automated and the utilization of resources optimized. On the other hand, necessary initial investments will drastically increase capital expenditures, redeeming the savings in OPEX. The asset-sale can be expected to be the dominant revenue stream in the future; niche markets will adopt alternative subscription and leasing models. Beyond that, implications show that digital technologies have the potential to trigger an exponential growth in revenues of retailers.
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Keywords
Retail Industry, Digitization, Digital Transformation, Consumer Trends, Retail Industry, Digitization, Digital Transformation, Consumer Trends