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Improve Customer Perceptions Assortments

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Due to advancement in technology the business world is changing drastically. Many people nowadays prefer to shop from the comfort of their homes and offices. As such, retail stores need to evolve and adapt to the growing demand for online shopping. It is crucial for retail stores to establish online shops in addition to the psychology stores, to cater for the needs of their customers in a diverse manner. Online shopping has increased significantly over the years due to the popularity of smartphones as well as the growth of internet use (Agrebi and Jallais, p. 19). This paper, therefore, focuses on Typo retail store and manner in which use of internet technologies can improve its operations.

Typo retail store

Typo is a gifts and stationery store started in the year 2009 in Australia. It offers a broad range of commodities ranging from gifts, stationery, décor items, flairs, homewares, DIY crafts, as well as cards and wraps. Distributed in ten countries with over 170 stores. Recently, it opened an online store that ships their commodities worldwide. Apart from the lately opened online store, customers have to access the stores physically and then purchase. However, due to improvement in technology, it is important for retail shops to move from being brick and mortar stores to online stores.

Internet Retailing

In the 21st century, internet usage has increased tremendously. The internet offers interactivity, and connectivity to both retailers and customers. It is essential, therefore, for retail stores to take advantage of the internet’s power and provide their customers with a new and exciting shopping experience. Online shopping gives the retail stores a competitive edge over their rivals. Physical stores (high street stores) that have not management technology in their operations are on the verge of facing stiff competition (Doherty and Ellis-Chadwick, p. 951) from stores that have established electronic shopping.


Technology in retail operations

Customers’ needs drive the manner in which stores carry out their operations. With advanced technology and smartphones, consumers now prefer to order for goods at their comfort and delivery done. Therefore, buyers prefer out-of-store shopping to in-store-shopping. Use of technology in business operations offers numerous advantages to both the retailers and the customers. The customers can search for the commodity and find all the necessary information before placing an order. On the other hand, the operations of the online stores are enhanced (Grewal et al., p. 2) as well as their decision-making process.

Recommendations on the use of internet technologies by Typo

Typo has 170 stores and only one online store that was opened recently. Several customers were very excited that they could now do their shopping online. However, it necessary for the store to personalize their technologies thereby making them user specific for them to maximize profits. Typo also should focus more on using visual displays (Kahn, p. 34) and other apps that would encourage online shoppers to shop efficiently.


We are living in the era of technology whereby almost everything is electronic-operated. Online retailing and shopping has been accepted hugely, and the Internet-enabled revolution is so much pronounced currently. Online retailing broadens target market hence globalization, and also, it improves the cost efficiency of business operations. It is crucial, therefore, for retail stores to consider operating online shops.



Agrebi, S. and Jallais, J., 2015. Explain the intention to use smartphones for mobile shopping. Journal of Retailing and Consumer Services, 22, pp.16-23.

Doherty, N.F. and Ellis-Chadwick, F., 2010. Internet retailing: the past, the present and the future. International Journal of Retail & Distribution Management, 38(11/12), pp.943-965.

Grewal, D., Roggeveen, A.L. and Nordfält, J., 2017. The future of retailing. Journal of Retailing, 93(1), pp.1-6.

Kahn, B.E., 2017. Using Visual Design to Improve Customer Perceptions of Online accounting. Journal of Retailing, 93(1), pp.29-42.


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