Multiple criteria approach applied to digital transformation in Fashion stores: the case of physical retailers in Spain
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 th...
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| Format: | Article |
| Language: | English |
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Vilnius Gediminas Technical University
2022-03-01
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| Series: | Technological and Economic Development of Economy |
| Subjects: | |
| Online Access: | https://journals.vgtu.lt/index.php/TEDE/article/view/16553 |
| _version_ | 1818314992928161792 |
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| author | Miguel Llorens Ramon Carrasco Itzcóatl Bueno Enrique Herrera-Viedma Juan Antonio Morente-Molinera |
| author_facet | Miguel Llorens Ramon Carrasco Itzcóatl Bueno Enrique Herrera-Viedma Juan Antonio Morente-Molinera |
| author_sort | Miguel Llorens |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-13T08:58:27Z |
| format | Article |
| id | doaj.art-2f3f75f95363460a8887a5a491661ce8 |
| institution | Directory Open Access Journal |
| issn | 2029-4913 2029-4921 |
| language | English |
| last_indexed | 2024-12-13T08:58:27Z |
| publishDate | 2022-03-01 |
| publisher | Vilnius Gediminas Technical University |
| record_format | Article |
| series | Technological and Economic Development of Economy |
| spelling | doaj.art-2f3f75f95363460a8887a5a491661ce82022-12-21T23:53:12ZengVilnius Gediminas Technical UniversityTechnological and Economic Development of Economy2029-49132029-49212022-03-01282500–530500–53010.3846/tede.2022.1655316553Multiple criteria approach applied to digital transformation in Fashion stores: the case of physical retailers in SpainMiguel Llorens0Ramon Carrasco1Itzcóatl Bueno2Enrique Herrera-Viedma3Juan Antonio Morente-Molinera4Department of Business Organization and Marketing, Faculty of Economics and Business, Complutense University of Madrid, Campus de Somosaguas, 28223 Pozuelo de Alarcón, Madrid, SpainDepartment of Business Organization and Marketing, Faculty of Statistics, Complutense University of Madrid, Avenida Puerta de Hierro, s/n, 28040 Madrid, SpainFaculty of Statistics,Complutense University of Madrid, Avenida Puerta de Hierro, s/n, 28040 Madrid, SpainAndalusian Research Institute in Data Science and Computational Intelligence, University of Granada, Granada, SpainDepartment of Computer Science and Artificial Intelligence, Faculty of Computer and Telecommunication Engineering (ETSIIT), University of Granada, Granada, SpainIn 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.https://journals.vgtu.lt/index.php/TEDE/article/view/16553store digitizationmultiple-criteria decision makingcustomer experiencein-store technologyinteractive marketingretail |
| spellingShingle | Miguel Llorens Ramon Carrasco Itzcóatl Bueno Enrique Herrera-Viedma Juan Antonio Morente-Molinera Multiple criteria approach applied to digital transformation in Fashion stores: the case of physical retailers in Spain Technological and Economic Development of Economy store digitization multiple-criteria decision making customer experience in-store technology interactive marketing retail |
| title | Multiple criteria approach applied to digital transformation in Fashion stores: the case of physical retailers in Spain |
| title_full | Multiple criteria approach applied to digital transformation in Fashion stores: the case of physical retailers in Spain |
| title_fullStr | Multiple criteria approach applied to digital transformation in Fashion stores: the case of physical retailers in Spain |
| title_full_unstemmed | Multiple criteria approach applied to digital transformation in Fashion stores: the case of physical retailers in Spain |
| title_short | Multiple criteria approach applied to digital transformation in Fashion stores: the case of physical retailers in Spain |
| title_sort | multiple criteria approach applied to digital transformation in fashion stores the case of physical retailers in spain |
| topic | store digitization multiple-criteria decision making customer experience in-store technology interactive marketing retail |
| url | https://journals.vgtu.lt/index.php/TEDE/article/view/16553 |
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