Digital Transformation in Traditional Retail: A Case Study of Urbane Artisan, Pakistan

Abstract

This study explores the digital transformation journey of Urbane Artisan, a traditional retail store in Lahore, Pakistan, renowned for its hand-stitched leather shoes and other handcrafted items. Facing challenges such as declining foot traffic and increasing competition from online marketplaces, Urbane Artisan embarked on a comprehensive digital transformation in January 2024. The transformation included launching an online storefront, adopting targeted social media marketing strategies, and integrating secure digital payment systems. Over the course of the year, these initiatives led to a 35% increase in overall sales, a 240% rise in website visits, and a 150% boost in social media followers. Furthermore, customer satisfaction improved dramatically—from 68% to 85%—with about 40% of online orders coming from new customers who had never visited the physical store. Data for this study were collected from business records, digital analytics, customer surveys, and semi-structured interviews with management, staff, and long-term patrons. The analysis demonstrates that digital tools can significantly expand a traditional retailer’s market reach and enhance customer engagement while preserving its heritage. The study concludes with practical recommendations for small traditional retailers in Pakistan and similar emerging markets, emphasizing a balanced approach that merges modern digital practices with a brand’s established identity. These insights offer a practical roadmap for retailers seeking to thrive in today’s dynamic digital landscape.