Business Model Opportunities in Brick and Mortar Retailing Through Digitalization

Purpose: In current retailing, digitalization provides new value creation mechanisms that increase competition and offer customers myriad options to fulfil their needs. Increasing complexities in the retail field has instigated restructuring, pressuring traditional retailers to reconsider their business models. The purpose of this study is to explore and identify the ways in which brick and mortar retailers are approaching opportunities presented by digitalization. Design/methodology/approach: 26 semi-structured interviews were conducted with top-level retail managers from the UK and Finland. This exploratory study analyzes the qualitative data through the five key drivers of innovation (operational effectiveness and efficiency, lock-in, customer effectiveness and efficiency). The opportunities are presented in terms of the three business model elements (format, activities, and governance). Findings: The findings illustrate seven key business model opportunities enabled by digitalization. Retailers are responding to competition, providing speed and convenience through multiple channels, leveraging digital tools to improve efficiencies and deliver customer experiences, rethinking management models, and adjusting organizational approaches. However, brick and mortar retailers should re-evaluate the business model elements collectively in order to seize opportunities that drive profits and gain competitive advantage. Originality/value: This topic is pertinent due to the accelerated restructuring of retail markets, yet the subject is underexplored in the literature. This paper highlights brick and mortar retail managers' perceptions and experiences of adapting through digitalization. Guided by this enriched data, we provide contributions by identifying and suggesting opportunities in brick and mortar retail business model reconfiguration. Keywords: business model, opportunities, digitalization, brick and mortar retailers

研究背景与目的：在当前零售业中，数字化催生了全新的价值创造机制，既加剧了市场竞争，也为消费者提供了海量满足自身需求的选择。零售业领域复杂度不断提升，倒逼行业重构，迫使传统零售企业重新审视自身商业模式。本研究旨在探索并厘清实体零售（brick and mortar retailers）如何把握数字化带来的发展机遇。
设计/研究方法：本研究针对英国与芬兰的零售行业高层管理者开展了26次半结构化访谈。本探索性研究基于五大创新驱动因素（运营有效性与效率、客户锁定、客户有效性与效率）对定性数据进行分析，并从三大商业模式要素（业态、业务活动、治理结构）维度阐述发展机遇。
研究发现：本研究识别出数字化赋能下的七大核心商业模式机遇。实体零售企业通过多渠道布局提升响应速度与服务便捷性、借助数字化工具优化运营效率并升级客户体验、重新思考管理模式以及调整组织架构等方式应对市场竞争。然而，实体零售企业需系统性重新评估三大商业模式要素，方能抓住助力盈利并获取竞争优势的发展机遇。
研究创新与价值：零售市场加速重构的背景下，本研究主题具备较强现实意义，但现有文献对该议题的探讨仍较为匮乏。本研究聚焦实体零售管理者对于数字化转型的认知与实践经验，基于丰富的调研数据，通过识别并提出实体零售商业模式重构的发展路径，为相关领域作出学术贡献。
关键词：商业模式、发展机遇、数字化、实体零售（brick and mortar retailers）

搜集汇总

背景与挑战

背景概述

该数据集是一篇探讨实体零售业通过数字化实现商业模式机遇的学术研究论文。研究基于对英国和芬兰26位零售管理者的访谈，识别出数字化带来的七个关键商业模式机会，包括提升运营效率、增强客户体验和调整组织结构等，旨在帮助传统零售商在竞争中获得优势。