Digitalisation as a strategic opportunity and co-creation value with users. Evidence from Italian Grocery Smaller Retailing Firms

This work focuses attention on the area of the smaller grocery retailers and their digitalisation strategy. The information will be acquired through in-depth interviews with two smaller grocery retailers that have implemented a social media marketing activity by joining an online cashback website . This information help to understand the underlying reasons and the results that entrepreneurs have achieved and which they expect to achieve through use of the Web. An additional analysis will also be conducted via implementation of a questionnaire to be filled out by consumer customers of the two smaller retailers in order to obtain data about the reasons, expectations and results gained by the same in terms of satisfaction and greater value achieved.