Remaining competitive in the retail industry of South Africa in the digital age is a major
business concern. In the age of digital natives people are well-connected on various digital
technology platforms and are digital consumers. Digital technologies offer retail organizations
new innovative ways to create value by utilizing digital business strategies processes and
products. This qualitative research study explores the perception of retail strategy experts
and decision-makers toward realignment of IT and business strategies considering digital
transformation in South Africa. Based on interviews with seven managers and decision-makers in
the retail industry the study reveals that digital technologies have disrupted traditional
ways of doing business. The study proposes eight major recommendations in which retail traders
could innovate their business strategy to enhance value creation beyond traditional approaches
to retailing. It provides a good starting point for academic research in a domain that is
deficient in theoretical and empirical research on the South Africa retail sector and offers
retailing managers a conceptual model to guide them toward a digital business strategy for
transient competitive advantages.
