Chapter 15: Innovations: Adoption, Resistance, and Diffusion

In order for a company to stay afloat, they would need to innovate their products to retain their customers. Dollar Tree has been implementing innovations to their company recently. One innovation they made to their company was to switch from paper coupons to digital coupons. The program they set up is the Smart Coupons program where the coupons would now be available in their mobile app and website. Through a revamp in their app and website, they were able to implement the Smart Coupons on there to make it easier for consumers to cash in their coupons.

In this day and age, more companies will start innovating by moving a lot of their services online. With technology advancing every year, consumers would need to adapt to these changes with the coupons being available online because Dollar Tree will not be sending anymore paper coupons. Some customers however will refuse to accept this change. The demographic of customers that will struggle with this adaptation are the elderly people. These people are not tech savvy as the rest of the population. Even though it is easy to guide people on the app for the online coupons, elderly people would be resistant to this change because of their limited technology skills.

Even with a small percentage of the consumers not being able to adapt to the new technology with regards to the digital coupons, Dollar Tree will still continue to be one of the most successful bargain stores in the U.S. As stated by the company itself, "Dollar Tree's innovation culture is considered neutral by its employees. Dollar Tree's innovative company culture has to be ingrained within the work culture, and adopted by new hires. At Dollar Tree, employees think the most important qualities a new hire must have are work ethic and integrity. Dollar Tree's innovation stems from the health of their work culture which their employees believe is poor."

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