engleski

CHALLENGES OF DIGITAL TRANSFORMATION AND INFORMATION OVERLOAD IN RETAIL INDUSTRY

Digital transformation and information overload are two interconnected concepts in a modern economy. As it is an intermediator between producers and customers, retail industry is the most affected by changes in consumer behavior. This means that it has to adapt quickly to changed consumer in a digital world in situation where consumer is confused by quantity of information offered. In this paper, we will give definitions of information overload and digital transformation and we will briefly describe each of them influences the retail industry. The aim of the paper is to outline some ideas that could be further explored and researched in the field of retail management and marketing.

digital transformation, retail, consumers, information overload

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