The Impact of Digital Transformation on the Retailing Value Chain

Forthcoming in International Journal of Research in Marketing

49 Pages Posted: 28 Dec 2018

See all articles by Werner J. Reinartz

Werner J. Reinartz

University of Cologne; University of Cologne

Nico Wiegand

VU Amsterdam

Monika Imschloss

University of Cologne

Date Written: December 11, 2018

Abstract

Consumers have traditionally made purchase decisions at the store shelf, giving institutional brick-and-mortar retailers great power to learn about and influence behaviors and preferences. With the rise of e-commerce, mobile shopping, and most recently smart technologies, new competitors threaten this long-standing supremacy. Adopting a value-creation perspective, we analyze how digitization started the erosion of institutional retailing as the primary interface to the customer. We develop a framework that identifies five new sources of value creation and propose how these advance and transform competition for this interface. Depending on the importance of the new sources of value creation (in different purchase situations), stationary retailing may prevail as an important interaction point in a multichannel decision journey. However, increasing diffusion of branded-product platforms including connected devices and online retail platforms is shifting this authority to new players. For the parties involved in this multilayered competition, acknowledging the changes and actively managing their position in the evolving eco-systems is crucial.

Keywords: digitization, retailing, customer interface, brands, platforms

JEL Classification: M3

Suggested Citation

Reinartz, Werner J. and Reinartz, Werner J. and Wiegand, Nico and Imschloss, Monika, The Impact of Digital Transformation on the Retailing Value Chain (December 11, 2018). Forthcoming in International Journal of Research in Marketing , Available at SSRN: https://ssrn.com/abstract=3299669 or http://dx.doi.org/10.2139/ssrn.3299669

Werner J. Reinartz (Contact Author)

University of Cologne ( email )

Albertus-Magnus-Platz
Cologne, 50923
Germany

University of Cologne ( email )

Albertus-Magnus-Platz
Cologne, 50923
Germany

Nico Wiegand

VU Amsterdam ( email )

De Boelelaan 1105
Amsterdam
Netherlands

Monika Imschloss

University of Cologne ( email )

Albertus-Magnus-Platz 1
Cologne, 50931
Germany

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