Version 1
: Received: 30 July 2024 / Approved: 30 July 2024 / Online: 30 July 2024 (04:38:32 CEST)
How to cite:
Wilson, G.; Johnson, O.; Brown, W. Exploring the Impact of Digital Transformation on Marketing Strategies in the Retail Sector. Preprints2024, 2024072371. https://doi.org/10.20944/preprints202407.2371.v1
Wilson, G.; Johnson, O.; Brown, W. Exploring the Impact of Digital Transformation on Marketing Strategies in the Retail Sector. Preprints 2024, 2024072371. https://doi.org/10.20944/preprints202407.2371.v1
Wilson, G.; Johnson, O.; Brown, W. Exploring the Impact of Digital Transformation on Marketing Strategies in the Retail Sector. Preprints2024, 2024072371. https://doi.org/10.20944/preprints202407.2371.v1
APA Style
Wilson, G., Johnson, O., & Brown, W. (2024). Exploring the Impact of Digital Transformation on Marketing Strategies in the Retail Sector. Preprints. https://doi.org/10.20944/preprints202407.2371.v1
Chicago/Turabian Style
Wilson, G., Oliver Johnson and William Brown. 2024 "Exploring the Impact of Digital Transformation on Marketing Strategies in the Retail Sector" Preprints. https://doi.org/10.20944/preprints202407.2371.v1
Abstract
This research explores the profound impact of digital transformation on marketing strategies within the retail sector. As the retail landscape evolves, digital technologies have become central to understanding and engaging with consumers. The study examines how data-driven decision-making, enabled by advanced analytics, has replaced traditional intuition-based methods, leading to more targeted and efficient marketing strategies. Personalization has emerged as a key trend, with retailers leveraging customer data to offer tailored experiences, fostering greater customer satisfaction and loyalty. The adoption of omnichannel marketing strategies is highlighted as crucial for providing a seamless and consistent customer experience across various touchpoints, integrating both online and offline channels. The role of social media as a powerful platform for brand engagement and community building is discussed, emphasizing its importance in modern marketing. Mobile technologies are identified as transformative, offering convenience and enhancing the shopping experience through mobile apps and payment solutions. The research also explores the emergence of new business models, such as subscription services and direct-to-consumer approaches, which have been enabled by digital technologies. Challenges associated with digital transformation, including the need for continuous technological investment, skill development, and data privacy concerns, are also addressed. The study concludes by highlighting the acceleration of digital adoption due to the COVID-19 pandemic and the potential of emerging technologies like artificial intelligence, virtual reality, and blockchain to shape the future of retail marketing. The findings underscore the necessity for retailers to embrace digital transformation to remain competitive and responsive to changing consumer behaviors.
Keywords
Digital transformation; Retail marketing; Data-driven decision-making; Personalization; Omnichannel strategies; Social media; Emerging technologies
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.
