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Ready, set go: Retailers race to the top amidst digital disruption

Research reveals a UK retail sector excited and embracing digital disruption, rather than running away from it

Fujitsu UK & Ireland

News facts:

  • The majority (80%) believe that digital disruption is presenting exciting business opportunities
  • 94% say their individual organisation has already been impacted by digital disruption
  • Only a third (33%) of business leaders are concerned about the future of their organisation when considering the impact of digital disruption – the lowest of any sector
London, January 17, 2017

There is no doubt digital is disrupting every sector it touches, with some fearing it and some embracing it. One sector that isn’t shying away from the challenge in the UK however is retail. Fujitsu’s study Fit for Digital, identified an optimistic UK retail sector, with a staggering four-fifths (80%) of retail business leaders stating that they are “enthusiastic” and “excited” about digital – stronger and more confident than any other, with only a third of retail business leaders stating that they are “enthusiastic” and “excited” about digital retail transformation disruption will have.

It is true that the sector believes digital disruption will fundamentally change their sector by 2021, with 86% stating so, and 35% believing that their business won’t exist in its current form by that time either. What the research found however that 80% of the UKs retail sector finds digital disruption to be a positive force for the industry, posing a number of opportunities for growth and innovation for the sector.

One thing that was made clear from the research is that the sector isn’t reluctant to adapt to this digitally influenced retail landscape. 94% stated that they have already been impacted by digital disruption, yet almost all (96%) are taking measures to ensure they are at the forefront of innovating and keeping up to pace with the digitally disrupted world retailers now face. Over four-fifths (81%) have used digital disruption to invest in new technology, 52% have changed their business strategy and 42% of retailers have invested in the development of new products and services.

However, thanks to the pace of retail, the landscape changes on a daily basis, and as a result two thirds (66%) of retail business leaders want for their organisation to move faster when it comes to digital disruption, keeping ahead of their competitors and new entrants.

“Nowadays the level of customers’ expectations is at an all-time high, with the research even stating that customers are the biggest force driving digital disruption (50%)” said Rupal Karia, Managing Director for Retail and Hospitality, UK and Ireland at Fujitsu. “If retailers are to thrive in this ever increasingly digital landscape, they are going to need to collaborate with technology partners that will help them to facilitate innovation and new services, which will ultimately help them enrich their customer service and differentiate themselves in such a competitive market.”

Additional findings:

  • Almost all (96%) of business execs say their organisation has already taken measures to thrive in a digitally disrupted world
    • 81% have invested in new technology
    • 52% have changed their business strategy
    • 42% have invested in the development of new products and services
  • The most influential external force driving digital disruption are customers – selected by 50%
  • 80% believe that digital disruption is a positive force on businesses and sector
  • 98% in the sector said their organisation has already been impacted by digital disruption

“Read the Fit for Digital: Co-creation in the Age of Disruption” report.

This quantitative research was carried out in September 2016 by independent research company Censuswide. 1180 C-Suite decision makers within mid to large sized businesses across public sector, financial services, retail and manufacturing.

Sample size per country:

  • UK – 156
  • US – 210
  • Australia - 152
  • Germany - 152
  • Spain –150
  • France – 150
  • Italy – 150
  • Finland – 30
  • Sweden – 30

About Fujitsu

Fujitsu is the leading Japanese information and communication technology (ICT) company offering a full range of technology products, solutions and services. Approximately 156,000 Fujitsu people support customers in more than 100 countries. We use our experience and the power of ICT to shape the future of society with our customers. Fujitsu Limited (TSE: 6702) reported consolidated revenues of 4.7 trillion yen (US$41 billion) for the fiscal year ended March 31, 2016. For more information, please see

About Fujitsu in the UK & Ireland

Fujitsu employs over 14,000 people in the UK & Ireland, with total revenues exceeding £1.8 billion. Offering an integrated product and service portfolio, we deliver consulting, applications, technology products, systems integration and managed services, including cloud-based solutions, for customers across both public and private sectors, including retail, financial services, telecoms, government, defence and consumer IT. For more information, please see

Daisy Onida

Phone: Phone: +44 (0) 20 7861 2800
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Graham Goulden

Phone: Phone: + 44 (0) 843 354 9568
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Company:Fujitsu UK & Ireland

Date: 17 January, 2017
City: London