Simon as Silent Prophet of Lord Of The Flies Essay

Simon as Silent Prophet of Lord Of The Flies The role of the prophet changes with the society in which he lives. In Modern America, a prophet is a visionary, telling his people what they can become; in Biblical times, a prophet was the voice of God, telling his people what they had to become to fulfill their covenant with God. In William Goldings Lord of the Flies, though, the prophet told his people nothing; he realized what they had already become, and he dared not tell them because he knew they would turn against him. Simon lived in knowledge and fear because his society denied the role of the prophet, and he did not fight it because he wanted so much to be part of that society. The basic premise of Lord of†¦show more content†¦Simon, though he did not tell the other boys of his vision, was incapable of forgetting. He was the observant character, the quiet philosopher. He was often alone, sometimes by his own choice, and he liked to wander into the peaceful jungle. He sincerely cared about the other boys, sometimes helping the young ones to fetch fruit, yet Simon turned away from them and went where the just perceptible path led him. Soon high jungle closed in (56). He loved solitude and yet felt loneliness; he was alien to the other boys. The boys did not think anyone would be stupid enough to go into the jungle by night: The assembly grinned at the thought of going out into the darkness. Then Simon stood up and Ralph looked at him in astonishment (85). Many of the boys even thought he was batty because he left the group to spend time alone. He did not fear the jungle, and he did not fear the Beast. Maybe, he said hesitantly, maybe there is a beas t. . . . maybe its only us (89). The Beast takes many forms in the boys imaginations; once, they saw a strange shape moving at the top of a mountain, and they were afraid that it was the Beast. No one dared to go near it save Simon, who went alone to the mountaintop during one of his sojourns; he discovered that the Beast was only a dead parachuter whose gear shifted in the wind. Ironically, the dead man was a soldier, a symbol of the savagery that was the true Beast. However, Simons compassionShow MoreRelatedEssay on History of Crucifixion6118 Words   |  25 Pages(sedicula) or a wooden peg positioned midway on the upright supported the body weight from tearing open the wounds. Once the condemned was thus immobilized he was left alone, unable to attend to bodily functions, unprotected from inclement weather or flies, and, because the place of execution was usually some public street or prominent place, subjected to abusive words and mockery from passersby. Often the body was left to putrefy on the cross and becom e the prey of carrion birds to complete the utterRead MoreRastafarian79520 Words   |  319 Pagesmainstream of popular culture through the use of music. Marley is not seen as a religious ï ¬ gure; rather he is seen as a rock star, a pop hero, an icon. And yet his faith is at the core of his music. Rastafarians have dubbed Marley the psalmist and prophet of the movement. This is a crucial part of the wonderful complexity of the Rastafarian movement. Jamaica owes a great debt to the men who formed the Rastafarian movement in the 1930s. Rastafarianism has served as a lightning rod of discussion about

7 Ways Private School Prepares You for College

When students apply to private school, it’s often with the ultimate goal of getting into a top college. But how exactly does private school prepare you for college? 1. Private Schools Offer Exceptional Academics The Association of Boarding Schools (TABS) researched just how prepared students were for college. When asked, students who attended both boarding schools and privates reported that they were more prepared for college both academically and in non-academic areas than those who attended public school. Private school students were also more likely to earn an advanced degree, with boarding school students coming in with the highest percentage of advanced degrees earned. Why is this? One reason is that private schools are designed to help students develop a love of learning, which means that they are more likely to continue their schooling beyond high school and undergraduate college. 2. Private Schools are Rigorous It’s not uncommon to hear a private school graduate come back from their first year at college saying that it was easier than high school. Private schools are rigorous, and demand a lot of students. These high expectations result in students developing strong work ethics and time management skills. Private schools often require that students participate in two or three sports and afterschool activities, while also offering clubs and activities, in addition to their academics. This heavy schedule means time management skills and a schoolwork/life balance are skills that students master before college. 3. Boarding School Students Learn Independence Students who attend boarding school receive an even better preview of college life, more so than students at a day school. Why? Because boarding school students live in dorms on campus, instead of at home with their families, they learn what it’s like to live independently, but in a more supportive environment than you might find at college. Dorm parents at boarding school play an active role in the lives of boarding students lives, providing guidance and encouraging independence as they learn to live on their own. From laundry and room cleanliness to waking up on time and balancing work and social life, boarding school challenges students to make responsible decisions. 4. Private Schools are Diverse Private schools typically offer more diversity than public schools, as these institutions tend to enroll students from not just one town. Boarding schools go even further, welcoming students from all over the world. Like colleges, diverse environments tend to provide rich experiences, as students live and learn with people from all walks of life. These varied perspectives on current events, lifestyles, and even pop culture references can enhance the academic classroom and broaden personal understanding of the world. 5. Private Schools have Highly Qualified Teachers The TABS study also shows that boarding school students are more likely to report having high-quality teachers than private or public schools. At boarding school, teachers are so much more than just classroom teachers. They are often coaches, dorm parents, advisors, and support systems. It’s common for boarding school students to stay in touch with their teachers long after graduation. Private school teachers typically dont just have teaching certificates, in fact, many private schools value experience over a teaching certificate. Private school teachers tend to have advanced degrees in their subject areas, and often have extensive professional backgrounds in their teaching subjects. Imagine learning physics from an actual engineer, or being coached by a former professional player? Private schools strive to hire the best in the business, and the students benefit greatly. 6. Private Schools Provide Personal Attention Most private schools boast small class sizes. At private schools, an average class size is often between 12 and 15 students, whereas the NCES reports that an average classroom ranges from about 17-26 students, depending on grade level and type of class. These smaller class sizes, which sometimes have more than one teacher, especially in kindergarten programs and primary school programs, mean more personal attention for students, no back row, and no chance of getting overlooked in discussions. Private school teachers are also expected to be available outside of normal class times for extra help, especially at boarding schools. This supportive environment  means  students receive even more opportunities for success. 7. Private Schools Help Students Apply to College Another benefit of boarding school, particularly when it comes to preparing for college, is the assistance students, and their parents, receive in the college application process. College Counseling offices work with students and their families to help find the best fit colleges and universities. As juniors, and sometimes even as freshmen or sophomores, students begin to work with qualified college counselors who help guide them through the college application process. From providing help with researching colleges and universities to reviewing financial aid and scholarships, college counselors work to help students find the schools that will help them thrive. With more than 5,000 colleges and universities in the United States, college counseling services can be invaluable to students and their families. Assistance in finding the right college doesnt just mean finding a school that offers a particular major, either. Private schools also help students capitalize on their strengths during the college admission process. College counselors can help students identify schools with targeted sports or art programs, which can be  helpful if scholarships are available. For example, a student who hopes to eventually pursue an MBA may opt for a college with a strong business school. But, that same student may also be a standout soccer player, and so finding a college with both a strong business program and an active soccer program can be a huge help. Boarding school coaches are often involved in helping student athletes get seen by top college recruiters, which could result in an athletic scholarship to play on an athletic team. College is expensive, and every bit of financial aid support can be a huge help in staving off mounds of student loans.

A study into the discourses present in schools Free Essays

This paper will be a theoretically based survey into the discourse of the instruction system and its handiness by a peculiar demographic of students in the instruction system. The purposes of this paper are to derive an apprehension of the function that discourses drama in schools, to recognize the links between discourse, linguistic communication and individuality, to foreground the societal justness issues that arise when some students can non entree the course of study and to suggest back uping and opposing statements for a alteration in lingual codifications in the school environment. In this paper, when adverting the term ‘discourse ‘ , I will mention to the definition used by Gee ( 1990 ) : â€Å" a socially accepted association among ways of utilizing linguistic communication, of thought, feeling, believing, valuing, and of moving that can be used to place oneself as a member of a socially meaningful group or ‘social web ‘ , or to signal ( that one is playing ) a socially meaningful ‘role ‘ . We will write a custom essay sample on A study into the discourses present in schools or any similar topic only for you Order Now † ( p. 143 ) It will go clear during this paper that discourse is non modestly the words one uses, or the phrases that are understood by peculiar groups. It is the really make-up of what individuality is. Classroom discourse is an of import country of survey because it is the medium by which information from the topics is transferred from the course of study, schools and instructors to the students. It is besides of personal involvement due to experiences of learning at an interior metropolis school, whose population consisted of an above national norm of students from households from a low socioeconomic country of the state, with the bulk of students entitled to free school repasts. From duologues with these students ( both separately and collaboratively in the schoolroom context ) , I realised that there was a distinguishable contrast in the discourse used by both parties. Occasionally inquiries arose from students that were finally a palingenesis of a statement already expressed by myself. This facet of revoicing will be scrutinised, and its importance to classroom discourse emphasised in this piece of work. Further inquiries originating from this experience related to the entree t hese students had to the course of study being taught to them. It was pertinent that the repeat by the students showed a deficiency of apprehension of the linguistic communication used instead than of the value of the content being taught. Was the discourse of the course of study an obstruction to the acquisition of these students? Surely if the student can non understand the instructor ( and every bit if the instructor can non understand the student ) , larning must be impeded. It is my purpose to analyze these differences and understand the links between discourse, individuality and cultural capital of this peculiar demographic of student, the discourse of schools, and the importance of these differences. At the foundation of the apprehension of the discourse of a peculiar individual or group of people, is its links to their distinguishing individuality. Harmonizing to Gee ( 1991, in Mitchell and Weiler, p. 1 ) , discourse encompasses the garb one wears, instructions on how to move, how to talk and taking on specified recognizable functions. It is hence more than merely the idiom one uses, it is all that is used to make an individuality, an ‘identity kit ‘ as competently put by Gee. The functions that one is given are tied to the environment in which they are present, for illustration – locally – the functions assigned to a instructor when they are in the school environment. A instructor will be trained to act, talk, act, think and even frock in a specific manner because that is what the environment demands, differences in these behaviors would foreground non-conformity toward the societal environment, and basically the discourse itself. Similarly, one could propose that kids, harmonizing to their societal groups will utilize a peculiar discourse that relates to that peculiar group ( Bernstein, 1962, p. 33 ) . Identity is per se linked to linguistic communication, as explained by Barker and GalasiA„ski ( 2001, p. 28 ) as a merchandise of civilization â€Å" to which linguistic communication is cardinal † . They besides attempt to help the apprehension of how of import the construct of individuality is to the sense of affinity shared by peculiar groups, such as students. They describe individuality as an thought of belonging or associating to a group of people with which one can place emotionally ( p. 28 ) . This thought is developed by Marshall ( 1990, in Ball, 1990, p. 14 ) when explicating Foucault ‘s doctrine of the ‘subject ‘ , intending â€Å" both being tied to person else by control and dependance, and being tied to one ‘s ain individuality by a scruples or self-knowledge. † Another of import facet that will be explicated is the importance of linguistic communication as a tool to determine a power construction and the barriers that this causes to taking alternate attacks to educating. As highlighted by Gee ( ibid. , p. 2 ) , closely of import to talk about is the manner power is distributed, specifically in a hierarchal nature. This position suggests that disputing the discourse could be viewed as a challenge to the school bureaucratism. Discourses, Compatibility and Access to Education I have briefly outlined the two discourses that are of involvement, to progress this probe it would be relevant to analyze and explain the relationship between the two in a school environment, and finally, if they are compatible. To understand if these two discourses are compatible it is of import to understand some cardinal issues such as entree to peculiar codifications of linguistic communication ( Bernstein, 1962 ) , cultural capital ( Rothstein, 2004, p.19 ) and issues of individuality and willingness to accommodate ( Bernstein, 1958 ) . The course of study and schools in general have a peculiar codification of linguistic communication. Wittgenstein ( 2001, p. 6 ) metaphorically describes words as tools in a tool chest, explicating that merely as a cock or gum may hold different maps, so excessively words may hold assorted utilizations depending upon the context. Hymes and Gumperz ( 1971 in Bernstein, 1971, p. 145 ) conceptualise codification as â€Å" the rule which regulates the choice and organisation of speech events. † Auer ( 1998, p. 38 ) explains the codification of linguistic communication as â€Å" a mechanism of transduction between purposes†¦ and vocalizations, and so between vocalizations and readings. † This is further developed by Littlejohn explicating linguistic communication codification as â€Å" a set of forming rules behind the linguistic communication employed by members of a societal group † ( 2002, p.A 178 ) . Two types of lingual codification are identified: elaborated and restricted ( Bernstein, 1962, p. 32 ) . Basically the difference between the two is based on the trouble of anticipation ( Hymes and Gumperz, 1971, in Bernstein, 1971, p. 145 ) and the scope of options available in the vocabulary ( Bernstein, 1962, p. 32 ) , where they are inversely relative. Elaborated codification is defined as holding an extended scope of options and hence the predictability of the vocabulary is low. â€Å" An detailed codification facilitates the building and exchange of individuated symbols. The verbal planning map associated with this codification promotes a higher degree of structural administration and lexicon choice [ with regard to a restricted codification ] . The readying and bringing of comparatively expressed significance is the major intent of the codification † ( p. 33 ) Conversely restricted codification although differing harmonizing to the societal scene, its vocabulary will be drawn from a sparse scope. The conditions for development of this codification varies but in general is based on a â€Å" common set of closely shared designations, self-consciously held by the members, where immediateness of the relationship is stressed. † ( p. 32 ) Peer groups of kids and striplings are premier illustrations of the demographic that use this organized construction and specific vocabulary choice. It could be argued that these groups prefer the usage of this codification because of the societal facet of their relationships. Bernstein notes the possibility that â€Å" restricted codification facilitates the building and exchange of societal symbols. † ( 1962, p. 33 ) Of peculiar involvement are pupils from the lower categories, due to the manner in which they are raised and live their lives, it is thought that they have less entree to the discourse of instruction. Harmonizing to Rothstein ( 2004 ) those from the lower categories are read to in early childhood less frequently than those who have educated parents, and those who are read to, are non as challenged with the originative inquiries. This consequences in a lower acquaintance with words, impacting upon early acquisition upon school entry, irrespective of the natural ability of the kid to larn ( p. 19 ) . Children and striplings from lower socio-economic backgrounds are premier illustrations of users of restricted codification, nevertheless as detailed codification is more expressed in significance, it is a better method of communicating when trying to supply accounts when there is no old cognition, so more comprehensive accounts can be delivered ( p.34 ) , a state of affairs which reflects favorably to a school environment where students are having the bulk of information for the first clip. As instruction is arguably more appropriately delivered in detailed codification, the consequence is the outgrowth of the discourse job. To back up this Bernstein ( 1962 ) explains that elaborative codification is universalistic with mention to its significance with regard to its theoretical account, i.e. â€Å" it summarises general societal agencies and terminals. † ( p. 33 ) and hence â€Å" merely some people have entree to the codification and to the possible universalistic character of its significances. † ( p. 34 ) . Contrarily, restricted codification is particularistic with mention to its significance with regard to its theoretical account, i.e. â€Å" it summarises local societal agencies and terminals. † ( p. 33 ) therefore â€Å" all people have entree to the codification and to its local condensed significances † ( p. 34 ) . As non all people have entree to elaborative codification, pupils when at school can hold different experiences in footings of the development of their cultural capital ( Hymes and Gumperz, 1971, in Berstein, 1971, p. 143-144 ) a position supported by Rothstein ‘s account of the attainment spread ( Rothstein, 2004, p. 20 ) . Hymes and Gumperz explain that harmonizing to how receptive a kid is to the discourse of instruction, they will see a relative sum of symbolic and societal development ( ibid. ) . Both of these statements are supported by Gould ( 1965 ) , who adds that a restricted codification should non be devalued, as it has the power to unify the user to fellow societal group members and the community – a point besides stressed by Bernstein ( 1962, p. 36 ) – furthermore a alteration of codification alters the cardinal elements of what constructs their societal individuality and world. â€Å" This statement means that educational establishments in a unstab le society carry within themselves estranging inclinations. † ( cited in Bernstein, 1971, p. 136-137 ) . When a member of society is non included in such of import facets of societal life, such as schooling, particularly when it is their right to be so, it raises the issue of societal justness which is defined by Rawls ( 1971 ) : â€Å" the primary topic of justness is the basic construction of society, or more precisely, the manner in which the major societal establishments distribute cardinal rights and responsibilities and find the division of advantages from societal cooperation. † ( p. 7 ) Analyzing this definition of societal justness leads me to oppugn if all schools are so administering the cardinal right of instruction reasonably, and is sufficient advantage provided to those who have inferior entree to the discourse of instruction? Social justness is undeniably an of import public issue in the context of the United Kingdom and England. Tomlinson ( 2005, p. 153 ) evidences this observing the confidence of the Prime Minister in 1997, Tony Blair, plighting that â€Å" The New Labour authorities came to power confirming a committedness to societal justness and to instruction as a means to make a socially merely society. † He besides notes the Prime Minister pulling upon links with societal development, promoting states to be unfastened to difference in 1999 ( ibid. ) . If societal justness in the schoolroom is to be achieved, and if it presently is non due to the impression of the course of study being unaccessible because of the discourse used, should the thought of alteration of lingual codification in the schoolroom be entertained? Keeping in head that linguistic communication is an intrinsic portion of individuality, the effects of enforcing a alteration to something every bit personal as an individuality should be carefully examined before being implemented. Bernstein ( 1958 ) intimates that the lower person ‘s societal strata, the greater opposition they will demo to formal instruction and acquisition, including that this is really a map of the group. His literature besides explains the method of opposition that is likely to be displayed, including, critical jobs of subject, non-acceptance of the values of the instructor, the failure to develop and experience the demand for an extended vocabulary and a penchant for a descriptive instead than an analytical cognitive procedure ( p. 160 ) . As antecedently evidenced the peculiar demographic of student are united due to the discourse they use, combine with this a united negative temperament towards schooling and it can be understood that willingness to talk about displacement from this demographic may be really low. If this scheme has defects, should the inquiry of lingual alteration to the course of study be raised? It seems pertinent that if every bit mentioned all have entree to a restricted lingual codification, and non all have entree to an detailed codification, that a restricted codification is the ideal lingua for learning. Complications with this posit are nevertheless instantly obvious, notably the impact on the quality of the topic cognition being transferred to the student, and the power battle that may ensue in utilizing an inferior strand of linguistic communication. Sing the quality of the teaching method, is it right to suggest for illustration, that in mathematics the word whole number which is rich and really specific in significance, elaborate in codification, be sacrificed for the possibly more accessible figure, from a restricted codification? One could anticipate benefits in pupil attending, and it could be argued that a hapless apprehension is better than no apprehension a t all. Harmonizing to Foucault ‘s rule of discontinuity ( Foucault, 1982, cited in Ball, 1990, p. 2 ) â€Å" We must do allowance for the complex and unstable powers whereby discourse can be both an instrument and an consequence of power, but besides a hinderance, a stumbling block, a point of opposition and a starting point of an opposing scheme. † To develop this, parallels to Auer ‘s account of power when utilizing foreign linguistic communications in other states can be drawn. If a restricted codification is thought of as a foreign minority linguistic communication and the elaborative codification is thought of as the local linguistic communication, a clear power construction can be established. â€Å" it may be said that in a minority linguistic communication context, the minority linguistic communication is the linguistic communication of entry and the bulk linguistic communication that of power. This macro-sociological power so infiltrates the colloquial exchange such that a talker who uses the power linguistic communication ( the bulk linguistic communication ) besides exerts interactive power over his or her co-participant ( s ) . † ( Auer, 1998, p. 236 ) Ball ( 1990 ) describes educational establishments as topographic points which control how discourse is distributed and the entree that persons have to the assorted discourses ( p. 3 ) . The thought of control clearly displays the power that schools have ; one would assume that schools would waver to destruct the barriers that discourse present to forestall the loss of high quality over their students. Hymes and Gumperz ( 1971 ) confirm that there is a discontinuity in footings of discourses that kids from lower socio-economic backgrounds face ( in Bernstein, 1971, p. 144 ) . There is an statement that a kid learns how to be educated by engagement, therefore larning to distinguish between discourses. The kid learns which is appropriate for each societal scene, larning how to believe and move and in consequence larning how to go a pupil ( Hicks, 1996, p. 105 ; Gee, 1990, p. 87 ; Wertsch, 1991 in Miller, 1992, p. 65 ) . This is farther grounds to propose that the posit has mistakes. Revoicing is a technique used by instructors which harmonizing to O’Connor and Michaels ( Hicks, 1996 ) is a â€Å" peculiar sort of reuttering ( unwritten or written ) of a pupil ‘s part – by another participant in the treatment. † ( p. 71 ) Combinations of both restricted and elaborated codification are evidenced in illustration ( 4 ) . Although the illustration is constructed, it is claimed to be a typical illustration of a schoolroom treatment. The instructor uses elaborated codification to reiterate and reenforce a statement made by the pupil, which is in restricted codification. This in consequence exposes the pupils in the schoolroom to both lingual codifications, thereby leting all students listening entree to the treatment. ( 4 ) Student: Well, I think that Smith ‘s work is truly non relevant here because she merely looked at grownups. Teacher: So you agree with Tom so, you ‘re proposing that Smith is irrelevant to the linguistic communication acquisition of immature kids? Student: Yeah. ( p. 71 ) Further analysis of the literature reveals that uncertainnesss remain with this scheme nevertheless. O’Connor and Michaels make clear that there can be an issue with student-teacher apprehension, ensuing in a dislocation in the effectivity of the technique in the lesson, saying that â€Å" If the instructor can non understand what the pupil is proposing in footings of the current undertaking, it will be really hard to integrate that part efficaciously, with or without the revoicing scheme. † ( p. 97 ) Another highlighted quandary is the desire for pupils to non experience patronised ; they understand that if students ‘ statements are invariably recognised but non linked to the academic content, it can be a cause for the pupils to go defeated due to the arch nature of the responses. ( p. 97 ) Decisions The purposes of this paper are to derive an apprehension of the function that discourses drama in schools, to recognize the links between discourse, linguistic communication and individuality, to foreground the societal justness issues that arise when some students can non entree the course of study and to suggest back uping and opposing statements for a alteration in lingual codifications in the school environment. It has been established utilizing the literature that that there are links between discourse and individuality and one of the cardinal facets of discourse is the manner one uses linguistic communication ( Gee, 1990 ) . Two types of lingual codifications are identified by Bernstein ( 1962 ) , restricted and elaborated, stand foring a lower and higher vocabulary complexness severally. It was established that some students, chiefly those from lower socio-economic backgrounds, do non hold entree to academic linguistic communication which is constructed utilizing an detailed codification, as highlighted by Gould ( 1965 ) and Hymes and Gumperz ( 1971 ) , which leads to issues of societal justness. In an effort to look into a possible solution to the jobs of discourse, an analysis of the literature by O’Connor and Michaels ( Hicks, 1996 ) was held, proposing a alteration in discourse from one of the two parties. Although there were some obvious quandaries, viz. the feeling of a loss of power by schools, an apprehension of the revoicing technique used by some instructors intimated that it is sensible to propose that entree to the linguistic communication of schools could be improved without the usage of drastic steps. Further inquiries could be raised approximately predicted power battles that could break out should the balance held with the aid of the two discourses disappear, and about the effects that discourse has on pupil-teacher dealingss. This is an of import issue as the teacher-pupil relationship has a critical impact on the behavior of students in the schoolroom. Harmonizing to Robertson ( 1985, p. 111 ) Wragg et Al. produced a brochure for usage on a instruction pattern which listed of import issues for students, one of which was personal relationships. One could oppugn if efforts to interrupt the discourse barriers would better these relationships. Possibly the most of import inquiry to reply is the consequence on the acquisition of the students, premises on this facet are made by O’Connor and Michaels ( Hicks, 1996 ) stating, â€Å" we assume here that each case of pupil engagement, fostered and scaffolded by the instructor, represents an chance for an increase of acquisition, nevertheless little. † ( p. 64 ) It is of import nevertheless that more research in this field takes topographic point ; it would be good to understand genuinely the troubles faced by both students and instructors due to the assorted discourses present in the schoolroom. A greater apprehension of the schoolroom in footings of the lingual codifications used would profit teaching method and the instruction of the course of study because as evidenced in this piece of work, without lucidity in communicating some students do non hold entree to the course of study. Tim Brighouse in a treatment with Helen Gunter had emphasised the importance of entree and societal justness in instruction. Metaphorically he explained that, every kid has the right to reject instruction but in order to reject it they must foremost hold full entree to it, saying that â€Å" Every kid has the right to reject Beethoven † ( Gunter, 2010 ) . How to cite A study into the discourses present in schools, Essay examples

E-Business Applications of Macy’s Digital Transformation †Free Sampl

Question: Discuss about the E-Business Applications of Macys Inc. Answer: Introduction Retail Business is not as the same it was decades before. The nature, scope and operational aspect of retail business are changing in rapid manner in recent digital age. The digital transformation in retail and use of internet has changed the customer interaction and engagement in retail. Retail businesses are adopting online channel and in-store digital transformation along with physical channel; overall it is the implementation of Omni-channel approach (Fulgoni, 2014). Macys Digital Transformation in Retail To discuss, digital disruption and future of retail stores in digital era, Macys digital transformation is one of the best examples worldwide. It is being 150 years old departmental store, adopting and implementing digital transformation in consumer centric environment in a strategic way. As a very traditional retail store, it faced challenges in customer serving in internet marketplace. Macys has committed its effort for transformation in digital revolution through making $230 million investment in its website from 2006 and 2007. While implementing it digital stride, it has implemented various strategies like Omni-channel approach, more focus on online order distribution centres, training of front line employees about magic selling technique, integrated consumer experience and consumer service. Macys has successfully integrated the gap between its physical stores and digital channels. Its innovative approach of digital in-store experience for its customer and employees enables it to provide better customer experience and engagement. Employees are armed with connected iPods to find inventories, implementation of mobile wallet for easy payment facility and customised in-store digital catalogues are most important initiatives taken by Macys (Bennett and Azhari, 2015). Macys is trying to create a luxury experience through in-store digital personalisation. MyStylist@Macys is helping shoppers to choose the best product from digital catalogue. Digital ordering system enabled personal shoppers to order online and pick the order from nearby local store. Connect@Macys kiosks enabled customers to choose from inventories which are not displayed in the store; where customers can suggest colour, style and design combination. Macys digital innovation strategy is better known as Top Door Strategy. This strategy has contributed in positive manner in growth of Macys. It has allocated and utilised its resources to create a winning customer experience in store. Industry experts praised about Macys commercial website and mobile application (Macys, 2017). It has made huge investment but to get better return on investment (ROI) it must revitalise its digital and physical approach time to time (Lewis and Loker, 2015). On Black Friday in 2016, it got 3.5 million online shoppers and 300,000 mobile application users. Conclusion In conclusion, it can be said that Macys digital strategy needs to be more focused on creating better in-store digital experience. Customers should be provided with much more easy customisation, design and deliver facility and use of virtual reality to imagine how products will look in actual usage (Krueger, 2015). Macys should collect and analyse the huge data of customers during their interaction through digital channel and in-store digital interaction. This new digital transformation strategy of Macys will provide more customised and individualised offerings to customers and ultimately it will increase customer satisfaction and Macys brand value. References Bennett, D.R. and El Azhari, J., 2015. Omni-channel customer experience: An investigation into the use of digital technology in physical stores and its impact on the consumer's decision-making process. Fulgoni, G.M., 2014. Omni-Channel Retail Insights and The Consumer's Path-to-Purchase.Journal of Advertising Research,54(4), pp.377-380. Krueger, J., 2015. Omni-channel shoppers: An emerging retail reality.Think with Google, Accessed,6, p.2016. Lewis, T.L. and Loker, S., 2015. Adoption of emerging in-store technology interfaces for the apparel retail employee. InSuccessful Technological Integration for Competitive Advantage in Retail Settings(pp. 119-143). IGI Global. Macys 2017. 2017 Fact Book. Retrieved 15 September 2017, from https://investors.macysinc.com/phoenix.zhtml?c=84477p=irol-reportsannual