Big data business models in the food retail industry

: the role of digital platforms

Abstract

The emergence of digital technologies has transformed the global economy by enabling businesses to collect and analyse vast amounts of data. This has given organizations unprecedented insights into consumer behaviour and preferences, allowing them to tailor their products and services to meet the changing needs of their customers. The use of big data has also had a profound impact on market structures and brand management practices, shifting power from marketers to consumers. Furthermore, businesses are using big data to gain a deeper understanding of their customers and respond to changing consumer needs and preferences. The use of big data in mobile apps can enhance the customer experience and boost the value delivered to customers by providing personalized offers. In this thesis, we investigate the use of big data in the business model of a retail food company operating in Portugal. We explore how it uses big data to distribute discounts and other offers to customers through its mobile app. The approach used was a qualitative exploratory study, using semi structured interviews with industry experts. The findings show that the company does not currently prioritize using big data in its operations and that a lack of data variety may hinder its growth. We also mentioned that while e-commerce is a potential avenue for growth, there is still much work to be done before this can be implemented successfully.

Date of Award	1 Feb 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	René Bohnsack (Supervisor) & Cláudia Marante (Co-Supervisor)