Multiple criteria approach applied to digital transformation in fashion stores: the case of physical retailers in Spain
Metadatos
Mostrar el registro completo del ítemEditorial
Vilnius Gediminas Technical University
Materia
Store digitization Multiple-criteria decision making Customer experience In-store technology Interactive marketing Retail
Fecha
2022-03-10Referencia bibliográfica
Llorens, M... [et al.] (2022). Multiple criteria approach applied to digital transformation in Fashion stores: the case of physical retailers in Spain. Technological and Economic Development of Economy, 28(2), 500–530. [https://doi.org/10.3846/tede.2022.16553]
Patrocinador
Spanish Government PID2019103880RB-I00/AEI/10.13039/501100011033; Andalusian Government P20_00673Resumen
In a very open competitive context where pure online players are consistently gaining
market share, the use of digital devices is a steady trend which is penetrating physical retail
stores as a tool for retailers to improve customer experience and increase engagement. This need
has increased with the COVID-19 pandemic as electronic devices in physical stores reduce the
contact between people providing a greater sense of health safety, hence improving the customer
experience. This work develops a multiple-criteria decision-making model for retailers who want
to digitize their physical stores, providing a systematic approach to manage investment priorities
in the organization. Important decisions should involve all different areas of the organization:
Finance, Clients, Internal Processes and Learning & Growth departments. This strategic decision
can be made hierarchically to obtain consistent decisions, also the use of the Order Weighted
Average operator allows for alternative scenarios to be presented and agreed among the different
areas of the business. The authors develop a use case for a Spanish fashion retailer. In the most
widely agreed scenario the preferred devices were more technologically complex and expensive,
while in the scenarios where the head of Finance is more predominant, cheaper and simpler
devices were selected.