The impact of digitalization on the business of a retail company

Digitalizacija i digitalna transformacija predvodnici su modifikacija poslovanja u korporativnom svijetu budući da postavljaju nove tehnologije temeljene na internetu s posljedicama za društvo. Predmet ovog rada je objasniti učinak provedbe digitalizacije te korisnost implementacije tehnoloških inovacija u poslovanje maloprodajnog poduzeća, pružajući uvid u značajnost razvoja digitalnog poduzetništva, na primjeru poduzeća Gavranović. Prikazuju se i objašnjavaju korištene digitalne tehnologije u poduzeću Gavranović, ali i u konkurentskim maloprodajnim poduzećima kako bi se pružio bolji uvid u prednosti koje donosi digitalna transformacija poslovanja. Doprinos ovog rada ogleda se u važnosti primjene digitalne tehnologije u maloprodajnom poslovanju kako bi se stekla konkurentska prednost, naklonost kupaca, ali i zadržao tržišni položaj. Cilj ovog rada je prikazati promjene koje nastaju u poslovanju poduzeća, a koje su izazvane digitalizacijom, s posebnim osvrtom na poslovanje poduzeća u maloprodajnom sektoru. Novi tehnološki razvoj i inovacije dovele su do značajnih promjena u svim industrijskim sektorima te mijenjaju strukturu poslovanja. Samim time, poduzeća se suočavaju sa novim izazovima tehnologije i prilikama koje ona pruža. Digitalne tehnologije postale su glavni faktor gospodarskog uspjeha i opstanka poduzeća u globalnom poslovnom okruženju, a tehnologija ključan faktor u sadašnjem i budućem poslovanju maloprodajnog sektora.Digitalization and and digital transformation are leading business modifications in the corporate world as they set new Internet-based technologies with consequences for society. The subject of this paper is to explain the effect of the implementation of digitalization and the usefulness of implementing technological innovations in the business of a retail company, providing an insight into the significance of the development of digital entrepreneurship, using the example of the company Gavranović. The digital technologies used in the Gavranović company, as well as in competing retail companies, are presented and explained in order to provide a better insight into the advantages brought by the digital transformation of business. The contribution of this work is reflected in the importance of applying digital technology in retail business in order to gain a competitive advantage, the favor of customers, but also to maintain a market position. The aim of this paper is to show the changes that occur in the business operations of companies, which are caused by digitalization, with special reference to the business operations of companies in the retail sector. New technological developments and innovations have led to significant changes in all industrial sectors and are changing the structure of business. As a result, companies face new challenges of technology and the opportunities it provides. Digital technologies became the main factor in the economic success and survival of companies in the global business environment, and technology is a key factor in the current and future operations of the retail sector