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COVID-19’UN YARATTIĞI ZORUNLU DİJİTAL DÖNÜŞÜM VE YENİ NORMALDE PERAKENDECİLİK

Year 2022, Volume: 12 Issue: 4, 1941 - 1961, 30.12.2022
https://doi.org/10.30783/nevsosbilen.1064939

Abstract

Son yıllarda yaşanan teknolojik gelişmeler birçok sektörde yıkıcı etkiler yaratmaktadır. Üretici ile nihai müşteri arasında yer alan ve ticaret ekosisteminde çok önemli bir rolü olan perakendecilik sektörü de teknolojik gelişmelerden yakından etkilenmiştir. Online pazar yerleri, sosyal medya uygulamaları gibi yeni nesil online satış mecraları coğrafya sınırlaması olmadan dünyanın herhangi bir yerine satış yapma imkânı sağlamaktadır. Bazı üreticilerin online pazar platformları üzerinden doğrudan nihai müşteriyle etkileşime geçmesi, perakendecilerin tedarik zincirindeki aracılık rolünü zayıflatmıştır. Covid-19’dan önce dijital dönüşümünü tamamlayamayan perakendeciler Covid-19’da kapanma ve çeşitli sınırlamalardan kaynaklı olarak satış yapamaz duruma gelmişken, daha önce e-ticaret deneyimi olan perakendeciler salgında büyüyen e-ticaret trendinden olumlu etkilenmişlerdir. Bu çalışmada Covid-19 salgınının ortaya koyduğu zorunlu dijital dönüşüm ile birlikte perakendecilerin yeni dönemdeki pazarlama stratejileri analiz edilmektedir. Çalışmada, perakende sektörü bağlamında dijitalleşme ve dijital dönüşüm ele alınmaktadır. Çalışmanın en temel bulgusu olarak, dijitalleşmenin zorunlu bir yatırım olduğu ama insan sosyal bir varlık olmasından kaynaklı olarak sanal ve fiziksel perakende avantajlarının tüketiciye birlikte sunulması ortaya çıkmıştır.

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References

  • BBC (2021). Almost 50 shops a day disappear from High Streets https://www.bbc.com/news/business-58433461
  • Beckers, J., Weekx, S., Beutels, P., & Verhetsel, A. (2021). COVID-19 and retail: The catalyst for e-commerce in Belgium?. Journal of Retailing and Consumer Services, 62, 102645.
  • Berman, S. J. (2012). Digital transformation: Opportunities to create new business models. Strategy & Leadership, 40(2): 16-24.
  • Bican, P. M., & Brem, A. (2020). Digital Business Model, Digital Transformation, Digital Entrepreneurship: Is There A Sustainable “Digital”?. Sustainability, 12(13), 5239.
  • BKM (2022). İnternetten Yapılan Kartlı Ödemeler. https://bkm.com.tr/internetten-yapilan-kartli-odeme-islemleri/
  • Cervantes, A. V., & Franco, A. (2020). Retailing technology: do consumers care?. Spanish Journal of Marketing, 24(3), 355-375.
  • Eller, R., Alford, P., Kallmünzer, A., & Peters, M. (2020). Antecedents, consequences, and challenges of small and medium-sized enterprise digitalization. Journal of Business Research, 112, 119-127.
  • Euronews (2021), Covid-19 salgınında hanehalklarının tüketim harcamaları Türkiye ve AB’de nasıl değişti?, https://tr.euronews.com/2021/12/27/covid-19-salg-n-nda-hanehalklar-n-n-tuketim-harcamalar-turkiye-ve-ab-de-nas-l-degisti
  • Forbes (2021).How Covid-19 Changed Retail — Probably Forever https://www.forbes.com/sites/forbesbusinesscouncil/2021/07/22/how-covid-19-changed-retail---probably-forever/?sh=36cb1a96145c
  • Google Trends (2021). https://trends.google.com.tr/trends/explore?date=2018-01-01%202021-12-31&geo=TR&q=dijital%20d%C3%B6n%C3%BC%C5%9F%C3%BCm
  • Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1-6.
  • Grewal, D., Ahlbom, C. P., Beitelspacher, L., Noble, S. M., & Nordfält, J. (2018). In-store mobile phone use and customer shopping behavior: Evidence from the field. Journal of Marketing.
  • Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020a). The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1-8.
  • Grewal, D., Noble, S. M., Roggeveen, A. L., & Nordfalt, J. (2020b). The future of in-store technology. Journal of the Academy of Marketing Science, 48(1), 96-113.
  • Grewal, D., Gauri, D. K., Roggeveen, A. L., & Sethuraman, R. (2021). Strategizing Retailing in the New Technology Era. Journal of Retailing, 97(1), 6-12.
  • Hänninen, M., Kwan, S. K., & Mitronen, L. (2021). From the store to omnichannel retail: looking back over three decades of research. The International Review of Retail, Distribution and Consumer Research, 31(1), 1-35.
  • Helm, S., Kim, S. H., & Van Riper, S. (2020). Navigating the ‘retail apocalypse’: A framework of consumer evaluations of the new retail landscape. Journal of Retailing and Consumer Services, 54, 101683.
  • Henriette, E., Feki, M., & Boughzala, I. (2016). Digital Transformation Challenges. In MCIS (p. 33). https://core.ac.uk/download/pdf/301370048.pdf
  • ILO (2020). 81 million jobs lost as COVID-19 creates turmoil in Asia-Pacific labour markets https://www.ilo.org/asia/media-centre/news/WCMS_763819/lang--en/index.htm
  • Inman, J. J., & Nikolova, H. (2017). Shopper-facing retail technology: A retailer adoption decision framework incorporating shopper attitudes and privacy concerns. Journal of Retailing, 93(1), 7-28.
  • Kembro, J. H., Norrman, A., & Eriksson, E. (2018). Adapting warehouse operations and design to omni-channel logistics: A literature review and research agenda. International Journal of Physical Distribution & Logistics Management.
  • Lee, J. J., & Ma, Z. (2021). How do consumers choose offline shops on online platforms? An investigation of interactive consumer decision processing in diagnosis-and-cure markets. Journal of Research in Interactive Marketing.
  • Loonam, J., Eaves, S., Kumar, V., & Parry, G. (2018). Towards digital transformation: Lessons learned from traditional organizations. Strategic Change, 27(2), 101-109.
Year 2022, Volume: 12 Issue: 4, 1941 - 1961, 30.12.2022
https://doi.org/10.30783/nevsosbilen.1064939

Abstract

Project Number

Herhangi bir destek almadım

References

  • BBC (2021). Almost 50 shops a day disappear from High Streets https://www.bbc.com/news/business-58433461
  • Beckers, J., Weekx, S., Beutels, P., & Verhetsel, A. (2021). COVID-19 and retail: The catalyst for e-commerce in Belgium?. Journal of Retailing and Consumer Services, 62, 102645.
  • Berman, S. J. (2012). Digital transformation: Opportunities to create new business models. Strategy & Leadership, 40(2): 16-24.
  • Bican, P. M., & Brem, A. (2020). Digital Business Model, Digital Transformation, Digital Entrepreneurship: Is There A Sustainable “Digital”?. Sustainability, 12(13), 5239.
  • BKM (2022). İnternetten Yapılan Kartlı Ödemeler. https://bkm.com.tr/internetten-yapilan-kartli-odeme-islemleri/
  • Cervantes, A. V., & Franco, A. (2020). Retailing technology: do consumers care?. Spanish Journal of Marketing, 24(3), 355-375.
  • Eller, R., Alford, P., Kallmünzer, A., & Peters, M. (2020). Antecedents, consequences, and challenges of small and medium-sized enterprise digitalization. Journal of Business Research, 112, 119-127.
  • Euronews (2021), Covid-19 salgınında hanehalklarının tüketim harcamaları Türkiye ve AB’de nasıl değişti?, https://tr.euronews.com/2021/12/27/covid-19-salg-n-nda-hanehalklar-n-n-tuketim-harcamalar-turkiye-ve-ab-de-nas-l-degisti
  • Forbes (2021).How Covid-19 Changed Retail — Probably Forever https://www.forbes.com/sites/forbesbusinesscouncil/2021/07/22/how-covid-19-changed-retail---probably-forever/?sh=36cb1a96145c
  • Google Trends (2021). https://trends.google.com.tr/trends/explore?date=2018-01-01%202021-12-31&geo=TR&q=dijital%20d%C3%B6n%C3%BC%C5%9F%C3%BCm
  • Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1-6.
  • Grewal, D., Ahlbom, C. P., Beitelspacher, L., Noble, S. M., & Nordfält, J. (2018). In-store mobile phone use and customer shopping behavior: Evidence from the field. Journal of Marketing.
  • Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020a). The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1-8.
  • Grewal, D., Noble, S. M., Roggeveen, A. L., & Nordfalt, J. (2020b). The future of in-store technology. Journal of the Academy of Marketing Science, 48(1), 96-113.
  • Grewal, D., Gauri, D. K., Roggeveen, A. L., & Sethuraman, R. (2021). Strategizing Retailing in the New Technology Era. Journal of Retailing, 97(1), 6-12.
  • Hänninen, M., Kwan, S. K., & Mitronen, L. (2021). From the store to omnichannel retail: looking back over three decades of research. The International Review of Retail, Distribution and Consumer Research, 31(1), 1-35.
  • Helm, S., Kim, S. H., & Van Riper, S. (2020). Navigating the ‘retail apocalypse’: A framework of consumer evaluations of the new retail landscape. Journal of Retailing and Consumer Services, 54, 101683.
  • Henriette, E., Feki, M., & Boughzala, I. (2016). Digital Transformation Challenges. In MCIS (p. 33). https://core.ac.uk/download/pdf/301370048.pdf
  • ILO (2020). 81 million jobs lost as COVID-19 creates turmoil in Asia-Pacific labour markets https://www.ilo.org/asia/media-centre/news/WCMS_763819/lang--en/index.htm
  • Inman, J. J., & Nikolova, H. (2017). Shopper-facing retail technology: A retailer adoption decision framework incorporating shopper attitudes and privacy concerns. Journal of Retailing, 93(1), 7-28.
  • Kembro, J. H., Norrman, A., & Eriksson, E. (2018). Adapting warehouse operations and design to omni-channel logistics: A literature review and research agenda. International Journal of Physical Distribution & Logistics Management.
  • Lee, J. J., & Ma, Z. (2021). How do consumers choose offline shops on online platforms? An investigation of interactive consumer decision processing in diagnosis-and-cure markets. Journal of Research in Interactive Marketing.
  • Loonam, J., Eaves, S., Kumar, V., & Parry, G. (2018). Towards digital transformation: Lessons learned from traditional organizations. Strategic Change, 27(2), 101-109.
There are 23 citations in total.

Details

Primary Language Turkish
Journal Section Business Administration
Authors

Faruk Güven 0000-0002-2440-585X

Project Number Herhangi bir destek almadım
Early Pub Date December 23, 2022
Publication Date December 30, 2022
Published in Issue Year 2022 Volume: 12 Issue: 4

Cite

APA Güven, F. (2022). COVID-19’UN YARATTIĞI ZORUNLU DİJİTAL DÖNÜŞÜM VE YENİ NORMALDE PERAKENDECİLİK. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, 12(4), 1941-1961. https://doi.org/10.30783/nevsosbilen.1064939