Digital Transformation in Retail: Enhancing Customer Experience and Sales

Authors

  • Dr. Laura Green School of Business, University of Manchester, UK

Keywords:

Digital transformation, retail, customer experience, omnichannel, AI applications

Abstract

This research investigates the impact of digital transformation on customer experience and sales performance in retail businesses. Data from 250 retail chains across Europe, Asia, and North America indicate that AI-driven recommendation systems, omnichannel strategies, and mobile apps increase customer satisfaction and loyalty. Recommendations include investment in staff training and digital infrastructure.

Published

30-06-2019

How to Cite

Dr. Laura Green. “Digital Transformation in Retail: Enhancing Customer Experience and Sales”. The Sankalpa: International Journal of Management Decisions, vol. 5, no. 1, June 2019, pp. 1-17, https://www.thesankalpa.org/ijmd/article/view/24.

Issue

Vol. 5 No. 1 (2019): January - June 2019

Section

Original Articles

License

Copyright (c) 2019 The Sankalpa: International Journal of Management Decisions

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.