Article
Version 1
This version is not peer-reviewed
Examining the Impact of Technology Adoption on Marketing Strategies in Retail
Version 1
: Received: 12 July 2024 / Approved: 15 July 2024 / Online: 16 July 2024 (10:33:19 CEST)
How to cite: Johnson, O.; Brown, W.; Wilson, G. Examining the Impact of Technology Adoption on Marketing Strategies in Retail. Preprints 2024, 2024071215. https://doi.org/10.20944/preprints202407.1215.v1 Johnson, O.; Brown, W.; Wilson, G. Examining the Impact of Technology Adoption on Marketing Strategies in Retail. Preprints 2024, 2024071215. https://doi.org/10.20944/preprints202407.1215.v1
Abstract
This study investigates the transformative impact of technology adoption on retail marketing strategies, focusing on artificial intelligence (AI), big data analytics, augmented reality (AR), virtual reality (VR), mobile technology, and automated customer service solutions. Through qualitative research methods, including interviews and thematic analysis, insights were gathered from industry stakeholders across diverse retail sectors. The findings reveal that AI facilitates personalized marketing through data-driven insights, enhancing customer satisfaction and loyalty. Big data analytics enable retailers to forecast trends, optimize inventory, and tailor marketing strategies to consumer preferences effectively. AR and VR technologies enrich customer experiences by offering immersive and interactive shopping environments, bridging the gap between physical and digital retail spaces. Mobile technology supports omni-channel strategies, providing seamless integration and personalized interactions across platforms. The COVID-19 pandemic accelerated digital transformation in retail, emphasizing the resilience and adaptability of technology-driven strategies in navigating disruptions. AI-powered chatbots and virtual assistants streamline customer service operations, enhancing efficiency and customer satisfaction.
Keywords
technology adoption; retail marketing; artificial intelligence; big data analytics; augmented reality; virtual reality; mobile technology; automated customer service
Subject
Business, Economics and Management, Business and Management
Copyright: This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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