An invitation to wider stakeholders analysis in digital retail. Focusing on challenges to civil/labor/consumer rights and social impacts. Prepared for 
Institute of Asian Studies, Chulalongkorn University’s seminar on digital retail in Southeast Asia.

1. BEYONDRETAILER-CONSUMER
RELATIONSHIPS
ARTHIT SURIYAWONGKUL 2021.03.21
An invitation to wider stakeholders analysis in digital retail
Institute of Asian Studies, Chulalongkorn University’s seminar on digital retail in Southeast Asia

2. RETAIL
MARKETPLACE/
PLATFORM
LOGISTICS
LOCAL
MANUFACTURERS
RETAIL
FINANCE
PROVIDERS
CONSUMERS
DELIVERY
SERVICE
FOREIGN
MANUFACTURERS
WAREHOUSING
INFLUENCERS
ADS
Product discovery
SOCIAL
NETWORK SITE
FANS
Financing
INTL
WHOLESALE
MARKETPLACE
SELLERS
Movement
INSIDE the store
(tracking, CCTV,
click stream, etc.)
Movement
TO the store
MOVEMENT OF
INFORMATION
MOVEMENT OF
CAPITAL/
INFORMATION
MOVEMENT OF
GOODS/
INFORMATION
MOVEMENT OF
PEOPLE/
INFORMATION
POST-CONSUMER
WASTE /
ENVIRONMENTAL
ISSUES / CROSS-
BORDER CLAIMS?
FUEL EFFICIENCY /
ROAD SAFETY /
COMMUNITY IMPACT
PAYMENT
GATEWAY
MOVEMENT OF
CAPITAL/
INFORMATION
DECEPTIVE
ADVERTISING /
ADVERTORIAL /
CENSORSHIP
CROSS-BORDER: TAX /
CONTROLLED GOODS /
PRODUCT SAFETY
MOVEMENT OF
GOODS/
INFORMATION
MOVEMENT OF
INFORMATION
Delivery to point
of consumption
Payment
National
border
OVERLAPPING
ECONOMIC/SOCIAL/
POLITICAL/
CULTURAL SPACES
NEIGHBOURHOOD
SAFETY / PRIVACY
PRIVACY /
SECURITY
SOME STAKEHOLDERS IN RETAIL BUSINESS
LABOR
GIG ECONOMY
HOW MOVEMENTS CHANGES WITH DIGITAL?

3. - Stakeholders
- Relationships
- Sites
- “Things” at Rest: Sites of storage / production / accumulation
- “Things” in Transit: Sites of exchanges
- Who control the architecture of these sites
- In digitally-enhanced environment, everything has an information attached to it
- So the issues related to Data at Rest and Data in Transit (privacy/security/access)
will always relevant — “information is power”
ANALYSISOFPOWER

4. IN TRANSIT
AT REST
SITES?
INFORMATION
CAPITAL
SELLERS
GOODS
CONSUMERS
CONVENIENCE
STORE / MALL
PUBLIC TRANSPORTATION
SYSTEMS
BANK
PAYMENT
GATEWAY
DATA CENTRES
SOCIAL NETWORK SITES
DELIVERY
SERVICES
WAREHOUSING MANUFACTURERS LOGISTICS
ONLINE
MARKETPLACE
CONTENT
DELIVERY
NETWORKS
NEWS SITES
ADS NETWORK
WHOLESALE
MARKETPLACE
(Just experimental, I’m not sure what this will leads to or will it be useful in the end..)
NEIGHBOURHOODS ROAD
SIDEWALK
ELECTRONIC
WALLET
RETAIL LOYALTY
POINTS

5. US UK France Denmark
Leading Retailers
Walmart, Kroger,
Target, Costco,
Albertsons,
Safeway
Tesco, J
Sainsbury, WM
Morrison,
King
fi
sher, Marks
& Spencer
Carrefour, Casino
Group, Auchan,
Intermarche, E.
Leclerc
Dansk
Supermarked,
Coop Danemark.
Labor
Unionization
6%
(2009)
14%
(2006)
3%
(2009)
30%
(2010)
72% bargaining
coverage (2006)
Labor low pay
rate (below 2/3 median wage)
42%
(2003)
49%
(2003)
18%
(2003)
23%
(2003)
Part-time
28%
(2007)
51%
(2006)
28%
(2006)
50%
(2006)
Key government
policies
N/A Spatial Planning
Spatial Planning,
Price/sales rules,
High employment
protection
Spatial Planning,
High level of labor
cooperation/
negotiation
Retailer
strategies
Lean retailing
Vertical
integration
Vertical
integration
Relational
contracting
Watson, B.C. Barcode Empires: Politics, Digital Technology, and Comparative Retail Firm Strategies.
J Ind Compet Trade 11, 309–324 (2011). https://doi.org/10.1007/s10842-011-0109-2
RELATIONSHIPS IN MANUFACTURING/SUPPLY SIDE

6. NEWWAYSTOSELLSTUFFS
Disruptions in retail through digital transformation: Reimagining the store of the future (Deloitte, 2017)
HOW THESE WILL CHANGE THE RELATIONSHIPS
IN THE RETAIL ECOSYSTEM?

7. HOW SOON EACH OF THE CHANGES WILL HAPPEN?

8. HOW SOON EACH OF THE CHANGES WILL HAPPEN?

9. - Cross-border regulators/regulations
- Movement of payment / goods / services /
information (personal and non-personal)
- Cross-border consumer / labour / citizen groups
- Digital divide / Digital dividends (see World Bank
Report 2016)
- Environmental issues (packaging, transportation
e
ffi
ciency)
- Tax fairness
- Heavy reliance on indirect tax (GST/VAT)? —
Ability to implement a progressive tax policy
(based on person's and corporate's ability to pay)
- Ability to fund public services
- Social Security Fund (employee contribution /
employer contribution)
- National Health Security Fund, others
SOMECHALLENGES—SOCIALIMPACTS
- Less overlapping of economic/social/
political cultural spaces
- Ability to raise awareness, raise
fund, gain support
- Changing physical retail spaces ->
Changing urban spaces?
- Less walk tra
ffi
c on street -> Less
neighbourhood safety?
- Same-day delivery <-> Road safety ?
- Fair competition
- Aggregation of consumer behaviour
data -> House brands
- Bargaining power between
stakeholders

10. THANKYOU
ARTHIT@THAINETIZEN.ORG