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Digital Transformation Of Retail Business

Author

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  • Luka Burilović

    (Hrvatska gospodarska komora)

Abstract

The paper examines the process of digital transformation with special emphasis on the state of digital transformation in the retail sector. In addition to the analysis of key elements of the digital transformation and inquiry into global changes in the retail sector driven by digitization, a research was conducted that confirmed the already well-known assumptions about digital readiness of Croatian retail sector, as well as the state of digitalization and digital transformation of Croatian retail sector. Namely, even though majority of companies in the sample are aware of the challenges posed by the new digital environment, digitalization and digital transformation are not seen as a priority for all actors in the sector. The reasons behind inactivity are very often of a financial or operational nature. Companies from the sector, are predominantly, focused on the development of new digital platforms, and internally they primary focus is on the digitalization of internal processes. The focus on consumers and overall relationships with them is still a secondary topic in the process of digitalization and digital transformation of companies in the retail sector. Finally, companies from the retail sector in this study can be clearly divided into two groups: companies which are actively working on digitalization and digital transformation and those which do not

Suggested Citation

  • Luka Burilović, 2020. "Digital Transformation Of Retail Business," Poslovna izvrsnost-Business Excellence, University of Zagreb Faculty of Economics & Business, vol. 14(2), pages 197-221.
    • Handle: RePEc:zag:busexc:v:14:y:2020:i:2:p:197-221
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