DIGITAL TECHNOLOGY: A COMPETITIVE TOOL FOR CUSTOMER SERVICE IN ORGANIZED RETAIL SECTOR

. Alpesh R. Gajjar

Abstract


India’s retail market is expected to nearly double to US $ 1 trillion by 2020 from US$ 600 billion in 2015, driven by income growth, urbanisation and attitudinal shifts are some major reasons for the organized retail boom in India. Technology has been one factor that changes the most of the growths is following the global trend and has started adopting technologies. In retailing, Digital technology is being considered as an important tool in building and maintaining relationships through enhancing the shopping experiences by providing convenience, better service, speed, and value to the customer. In today’s competitive market, modern trade participants are relying more on Digital Technology solutions or IT innovations to manage the rapidly changing business scenarios and rising customer demand. In retailing Digital technology is being considered as an important tool in building and maintaining relationships through enhancing the shopping experiences by providing convenience, better service, speed, and value to the customer. The growth of the Indian economy is bringing about several changes in consumer demand and purchase patterns. The Indian retail market is difficult to predict, consumers are evolving, and Retailers are expanding operations, further driving the need for IT adoption. This paper focuses on the role of emerging technologies like Bar code, RFID, Mobile Point of Sale (POS), Self-Service Technologies, Security related Technology, QR Codes, Interactive kiosks, Cloud Computing, Big Data, Social Network, Wi-Fi (In-store), Internet of Things (IoT), Multi-channel customer management etc. in Indian organized retail sector that will ease daily operations and provide retailers the much needed competitive advantage.


Keywords


Mobile Point of Sale, Cloud Computing, RFID, Multi-channel customer management, Customer Service, Competitive Advantage, Digital Technology, Supply Chain Management

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