51.4% people across the globe use mobile devices for retail shopping. In the competitive retail market innovative marketing strategy is one of the moot components for increasing brand awareness (Greve, 2015). As consumer involvement in the digital space is growing day by day it is important for the online retailers to use new technology in order to cater the current market needs. The current report sheds light on the issues related to innovation and its impact on the business operations of Appliances Online. 

Appliances Online is one of the leading online retailing companies of Australia. According to the customer profile of the company it has 300,000 customers all over Australia (Appliances Online. 2018). The company is established in 2005 and the CEO of the company provides immense importance on the implementing innovation in different departments. As the company chiefly functions in the electronics and retail goods market product innovation is one of the major innovation needs in the company. The company has expanded in Australia with establishing their own shipping service to the urban regions of the country. It has more than 150 employees and the profit and the revenue of the company have grown by 100% since 2005 (Appliances Online. 2018). One of the chief reasons behind the success of the company is that the company has responded effectively to the new technological requirement in order to cater the contemporary needs. 

The moot components of innovations that have been identified with the context of the chosen organization are:

·         Innovation in product

·         Digital marketing 

·         Changes in operation management

Innovation indicates that a company is able to implement necessary changes in their business procedures and operation management. In order to successfully expand in the competitive global market, it is important to respond to the current innovation needs. Innovation is important in the age of technological advancement as the large scale organizations rely on the effective market research in order to implement necessary changes in order to transform the traditional process of business operations (Zhou, 2015). 

For any goods retailing company it is important to introduce new products and innovative product packaging in order to attract the customer base. Innovative products help a company to acquire the desired competitive advantage. Online retailing market of Australia consists of a competitive business environment and the threat of new products as well as new entrants is high. Regarding this issue, it is important for Appliance Online to focus on implementing necessary innovative changes in the existing products (Zhou, 2015). Apart from changing the outlook of the existing products, it is also important to focus on introducing new innovative products in order to target the customer segments of the rival companies. 

Changes in existing products and introducing new products require necessary marketing in order to reach to the target market. It is evident that as the company operates through online stores and online shopping applications, digital marketing is significant for the company to attract large number of customers. Digital marketing includes social media marketing. Using social media platforms for advertisement and promotion help a company to reach international consumers. It can function as a facilitator of global marketing as well (Greve, 2015). Digital marketing is cost effective and targets a large customer segment. Apart from that it is attractive to engage the customers to the products of the company. Therefore, effectively help in expanding the customer base for the company.

It is important for the online retailing websites to develop easy to use apps for proving the customers scope for seamless operation. As most of the online retail companies have realized the importance of mobile optimization of their websites for the smart consumers of the contemporary time, it is important for Appliances Online to develop key features like proving the customers the opportunity to scan a barcode on the ticket of a specific item in their store. It helps the customers to see the product on their mobile screen and purchase the product from the wish list on a later date (Greve, 2015).