| Abstract [eng] |
Master thesis analyses the theoretical concept of digitalized barcode implementation of the food retail industry in the European Union (EU) market and provides a business model for this technological upbringing. The case studies have been chosen from the different geographical parts of EU that show great level of digitalization and technology adoption: Sweden, Netherlands and France. In order to achieve accurate and coherent insights that will be greatly used for the model development, qualitative business and quantitative consumer analysis have been conducted. The aim of the qualitative experts’ survey is to develop a better understanding of businesses vision on the digitalization progress that has been made in their field of proficiency, establish main features and functions of technology implementation, current challenges, provided solutions and perspectives on the future development. The aim of the quantitative consumer survey is to analyse the current state of the market, identify patterns, consumer behaviour, their preferences, grocery habits and the level of acceptance of the existing technology. There are four chapters to this thesis. In the first chapter, theoretical analysis of digitalized barcode system and customer behaviour is thoroughly analysed. Second chapter gathers real time examples of successful implementation cases of digitalization in the food retail stores and their impact on the retail industry and grasps upon the legal regulations in the EU connected to the topic. Third chapter gathers the collected qualitative and quantitative data and proceeds with the analysis for further business model creation. Lastly, fourth chapter digitalized barcode business model is proposed. |
