Harnessing the Unseen: A Case Study on the Barriers to Big Data Analytics in a South African Retailer

While international companies increasingly invest in analytics to achieve a competitive edge, a major challenge is the underutilisation of this data, especially by offline retail businesses. The research underscores the disparity between abundant literature on e-commerce Big Data Analytics (BDA) utilisation and the need for more studies concerning South African offline retail organisations. Adopting the Technology-Organization-Environment (TOE) framework, the study utilised a comprehensive qualitative approach by interviewing various Information Technology experts in an offline retail organization. Findings revealed that organisational factors, especially top management support and structure, are primary challenges to BDA adoption. The study also illuminates technological and environmental challenges specific to the case, such as recurring power outages and regulatory complexities. In conclusion, while BDA presents transformative potential for the retail sector, its successful implementation necessitates context-specific strategies, infrastructure investment, and upper-level managerial commitment.