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The Digital Revolution Is Responsible For The Largest Societal Shift Essay

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Introduction
The digital revolution has been instrumental in reshaping entire sectors, categories and industries- one of the most heavily affected is the retail sector. In the changing digital landscape, new opportunities to innovate through the embracing of e-tailing have meant that retail stores are no longer geographically limited, but the rise of e-tailing provides it’s own set of unique challenges to bricks and mortar retailing. This literature review will succinctly analyze and evaluate the effect that e-tailing has had on traditional bricks and mortar retailing, by looking at the ways in which the bricks and mortar retail stores have had to develop their retailing strategy in an increasingly digital world. Across the extant literature three themes were consistently detected around the effects online retailing has had on traditional bricks and mortar retailing, in the forms of the responses of physical retailers to this digital shift in the sector; fight it, use it or embrace it by fully integrating it into an ongoing strategy. Each of these themes is discussed below.

Context
The digital revolution is responsible for the largest societal shift in history- the rapid rate of consumer uptake in the use of internet as a new technology beats the adoption of other technological developments significantly. While it took decades for the widespread societal adoption of television and radio, the internet was adopted far quicker- from 16 million users in 1995, through to over 3

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