Page 254 - 34-3

How ESL Devices Transform into Connected Label Solutions: A Perspective of Actor Interaction and
Information Rebundling

necessary to sensitize particular initiatives to respond to environmental changes (Hargadon
and Douglas, 2001). We argue further that digital transformation is a multi-faceted
environmental change, thus requiring key stakeholders’ perspectives to help authors
answer the research questions. Hence, an observation case study can help explain certain

skewed views among essential stakeholders, collect them, and collate them (Silverman,
2021). This research analyzes how ESL, as a digital technology adopted by retailers, can
enable digital transformation. In addition, we investigate how this technology can provide

an underlying mechanism to close the gap between online and offline touchpoints in retail
for the omnichannel mechanism.
Second, our data sources are from massive and publicly available data sources using
the English language, such as online news, corporate blogs, press releases, and online
interview videos (see Table 2). We also have some exclusion criteria to help researchers

sort out some irrelevant and uncredible articles, such as: (1) the news or articles are not
from a news company with an excellent international reputation, such as the BBC, Forbes,
or The Times; (2) there is not enough proof of this information on the company’s official

website; and (3) the articles do not relate to our research questions and objectives. All
three authors engage in the preliminary sorting process and thoroughly determine the
inclusion of our data sources. With such a careful and thorough research methodology, we
believe the current study result can help illustrate the actual case.
Third, our data sources derive mainly from various internet sources from January

1, 2017, to September 30, 2022. This period is essential to understand the digital retail
transformation, as retailers have introduced hybrid e-commerce shopping experiences
to the market, known as the “New Retail” concept. With this new shopping experience,

customers can freely access products online or offline, experiencing omnichannel shopping
in the retail store (Deloitte Touche Tohmatsu Limited, 2018, 2020). Omnichannel starts
with the emerging use of digital touchpoints in retail stores, where customers can interact
with the same retailers through different channels and encounter price discrepancies
(Deloitte Touche Tohmatsu Limited, 2018). As illustrated in Figure 2, different types

of technology have been involved in this reshaping retail experience with three major
changes: (1) optimizing the existing retail business; (2) expanding the existing retail
business; and (3) inventing new products and technologies for (new) customers (Deloitte

Touche Tohmatsu Limited, 2020). ESL is expected to bring these three significant retail

244