Digitalisation as a Strategic Opportunity and Co-Creation Value With Users

Abstract

This work focuses attention on the area of the smaller grocery retailers and their digitalisation strategy. The information will be acquired through in-depth interviews with two smaller grocery retailers that have implemented a social media marketing activity by joining an online cashback website. This information help to understand the underlying reasons and the results that entrepreneurs have achieved and which they expect to achieve through use of the Web. An additional analysis will also be conducted via implementation of a questionnaire to be filled out by consumer customers of the two smaller retailers in order to obtain data about the reasons, expectations and results gained by the same in terms of satisfaction and greater value achieved.

Innovative work behavior through high-quality leadership

“…Organizations in the grocery retail industry are facing challenges from social changes created by the expansion of digital services offered over the internet and via mobile devices (Tongiani and Luca, 2018). A new generation of buyers and consumers is emerging and requiring the retail sector to offer an improved customer experience.…”

“…According to Tongiani and Luca (2018), organizations in the grocery retail industry are especially challenged in the marketplace by the social changes of people interacting with online shopping websites and mobile applications facilitated by the disruptions from internet-based retailers using digital-cloud technologies. A new evolution of buyers and consumers is emerging, which requires leaders in the retail sector to offer an extraordinary customer experience.…”