Emerging technology influences on the merchandise practises of a retailer: a study of Massbuild South Africa.

Abstract

Background: Retailers across the globe are embracing technological advancements in their merchandise and distribution processes. Technology is changing the way every retailer conducts business by helping to create efficiencies, save money, and provide better products and services. Retail companies are also adopting technology to their advantage. Purpose: The purpose of this research is to understand the impact newer technology implementation has on a retailer’s processes, specifically regarding merchandise and distribution. The study examined the current technology available to Massbuild and how these factors impact its daily processes. A prominent challenge in retail is the implementation phase of adopting newer technology, which requires management decision-making. Methodology: This research study is exploratory. The methodology was qualitative and utilised a semi-structured in-depth interview approach with twelve senior management employees at Massbuild. A purposive sampling method was used to help select participants who fit the criterion. The empirical findings provide insightful and vital information on the benefits and challenges of technology on merchandise and distribution processes. Findings: The research findings highlight the emerging technologies that will help a retailer focus on improving existing merchandise and distribution processes. The research participants interviewed emphasised particular technologies used by Massbuild and its evolutionary change over the past ten years. There has been a strong emphasis on automation, artificial intelligence and assortment optimisation within Massbuild. Regarding implementation of technology, interview participants provided insight into possible solutions to challenges they encounter within their respective employment roles. Contribution: Technology is at the forefront of retail and is continually evolving. There are in-depth studies available regarding technology in retail, especially with the influence of the fourth industrial revolution. This research provides fresh insights into the retail field of merchandise and distribution, and provides fruitful insight for future researchers.