Research on the Path of Digital Empowerment of Retail Enterprise Performance ImprovementBased on the perspective of online and offline integration

Purpose/Significance In recent years, with the booming development and in-depth application of digital technology, it has brought disruptive changes to people’s consumption and enterprise organisation and operation. For retailers, it is difficult to break the shackles of reality with a purely single-line operation or a shallow two-line layout, so how to leverage digital empowerment to drive their own transformation and achieve a boost in performance has become the focus of retail enterprises. Design/Methodology This study examines the impact of digital empowerment on the performance improvement of retail enterprises in the current trend of online/offline integration, using digital empowerment as an antecedent, and conducts an empirical analysis based on questionnaire data from 287 retail enterprises that have launched online and offline businesses. Conclusions/Findings The results reveal that digital empowerment has a significant positive impact on the performance of retail enterprises, and online and offline integration plays a positive impact of digital empowerment on the performance of retail enterprises through three sub-dimensions: value proposition integration, multi-dimensional resource integration and interactive experience integration. The study rationalises the relationship between digital empowerment, online/offline integration and retailer performance, and identifies a practical and effective path for traditional retail enterprises to achieve effective transformation and performance improvement through digital empowerment.