Multidimensional Benefits of Digitalisation in Organised Retail: Insights from Kerala's Diverse Ecosystem

This study explores the multifaceted benefits of digitalisation in the organised retail sector of Kerala. It examines how digitalisation impacts organised retail businesses in Kerala, focusing on factors such as retail type, outlet age, employee numbers, and outlet size. Data were collected through questionnaires from 330 retail outlets in the Food & Grocery, Apparel, and Consumer Electronics sectors. Through an exploratory and confirmatory factor analysis, eight dimensions of digitalisation categorised into economic, technological, and social benefits were identified. Key findings reveal significant improvements in operational performance, market expansion, customer support, digital marketing strategies, and employment opportunities. While outlet age and sector showed no significant impact on digital benefits, larger outlets and those with more employees experienced greater advantages. These findings highlight the universal relevance of digitalisation in retail and the need for targeted strategies forsmaller outlets.