How to Target the Need for Self-Scanning Solutions in the Northeastern American Food Retail Market : A Case Study with Datema

Sammanfattning: The development of digital solutions has changed the way consumers complete purchases today. New distribution channels through internet and mobile applications have come to challenge the business of traditional retailers. Thus, retailers must find new ways of keeping customers loyal to the store. One way of retaining customers is to provide a more prominent customer experience. This study focuses on technological solutions for the food retail industry that enables the creation of this experience, more specifically self-scanning applications provided by the Swedish company Datema.The Swedish market, in which Datema acts, is among the most technologically advanced in the world regarding self-scanning solutions and has begun to reach a maturity phase. This, along with desires to expand the marketplace, has created an attraction to larger foreign markets such as North America. Similarities in business culture and a strong buying power have led to a certain interest in the Northeastern part of America. Thus, the purpose of this thesis is to investigate the need for self-scanning solutions in this specific area and to provide recommendations for how the market could be targeted.To create an overview of the market structure the consumer market has been studied through an in-depth literature review of the latest market investigations. Furthermore, the technological level of Northeastern supermarket chains was investigated through market observations and interviews with store managers in Boston, Massachusetts. To create the holistic view of the market, interviews with experts in the US retail market and with US IT-vendors were conducted. Additionally, interviews with management consultants and experts in market entries have contributed to answering the question of how the market should be entered. Finally, in order to provide conclusions and recommendations, the results have been analyzed with relevant literature and theories within marketing, change management and entry mode management.The findings in this master thesis indicates that there is a need for technological solutions that enhance the customer experience in the Northeastern American food retail market. Furthermore, the technological level of the existing supermarket chains in Boston is considered low and that the level and acceptance varies with the store concept. The previous resistance towards implementation of new technological solutions in the stores was found to mainly depend on a low knowledge, low trust in the consumers and fear of losing customer interaction.Datema is recommended to address the middle and high-end supermarket chains with a follower approach. Further recommendations include that the market should be entered through a joint venture with a local partner.