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Consumers' Perception on Adoption of Comprehensive E-Commerce Strategies for a Brick- And-Mortar Retailer in Tamilnadu

  • Unique Paper ID: 165123
  • Volume: 11
  • Issue: 1
  • PageNo: 376-381
  • Abstract:
  • Brick-And-Mortar Retailers are today operating in an environment where technological advancements are constantly changing the retail environment. A lack of e-commerce adoption strategies can negatively affect the sustainability of traditional small retail businesses. Business leaders of traditional small retail businesses who fail to implement e-commerce strategies can experience a loss of market share to e- commerce small retail companies. Objectives: Grounded in the technology-organization-environment framework, the purpose of this study is to explore the strategies used by Brick-And-Mortar Retailers in Tamilnadu to foster the sustainability of their business successfully through e-commerce adoption. It also tries to study the challenges in the implementation of this strategy. Methodology: Literature Review and expert customer interviews were done to understand the need for an adoption of comprehensive E-Commerce strategies for a Brick-And Mortar Retailer in the current scenario. Survey from the consumers has been done to understand the customer attributes to the beneficial impact of an E-Commerce strategy, implementation challenges and role of Brick-And-Mortar retail stores in future. Conclusion: E-commerce has fostered the ability for traditional small retail business leaders to project business worldwide, created jobs and promoted positive social change. E-commerce adoption strategies enabled traditional small retail business leaders to achieve optimum business performance through increased revenue. Customers value the retail store experience on multiple levels and continue to make the vast majority of their purchases in stores. The retail store of the future will no longer be just a point of sale. It will be an experience zone, where technology will be used to transform the customer buying process
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Cite This Article

  • ISSN: 2349-6002
  • Volume: 11
  • Issue: 1
  • PageNo: 376-381

Consumers' Perception on Adoption of Comprehensive E-Commerce Strategies for a Brick- And-Mortar Retailer in Tamilnadu

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