Version 1
: Received: 27 July 2024 / Approved: 29 July 2024 / Online: 30 July 2024 (07:47:20 CEST)
How to cite:
Brown, W.; Johnson, O.; Wilson, G. Examining the Role of Mobile Applications in Transforming Retail Marketing Strategies. Preprints2024, 2024072372. https://doi.org/10.20944/preprints202407.2372.v1
Brown, W.; Johnson, O.; Wilson, G. Examining the Role of Mobile Applications in Transforming Retail Marketing Strategies. Preprints 2024, 2024072372. https://doi.org/10.20944/preprints202407.2372.v1
Brown, W.; Johnson, O.; Wilson, G. Examining the Role of Mobile Applications in Transforming Retail Marketing Strategies. Preprints2024, 2024072372. https://doi.org/10.20944/preprints202407.2372.v1
APA Style
Brown, W., Johnson, O., & Wilson, G. (2024). Examining the Role of Mobile Applications in Transforming Retail Marketing Strategies. Preprints. https://doi.org/10.20944/preprints202407.2372.v1
Chicago/Turabian Style
Brown, W., Oliver Johnson and George Wilson. 2024 "Examining the Role of Mobile Applications in Transforming Retail Marketing Strategies" Preprints. https://doi.org/10.20944/preprints202407.2372.v1
Abstract
This study investigates the transformative role of mobile applications in retail marketing strategies, focusing on how these digital tools have reshaped consumer engagement, personalization, and operational efficiency. Mobile applications have emerged as pivotal assets for retailers, facilitating direct communication with customers through real-time updates, personalized promotions, and tailored content. The integration of digital loyalty programs within mobile apps has streamlined rewards systems, making it easier for customers to engage with and benefit from loyalty initiatives. By leveraging data analytics, retailers can gain deep insights into consumer behavior, optimize inventory management, and refine marketing strategies. The incorporation of augmented reality (AR) and virtual reality (VR) technologies into mobile apps has introduced innovative ways for customers to interact with products and explore virtual showrooms, enhancing the overall shopping experience. Mobile commerce (m-commerce) has also seen significant growth, driven by the convenience and accessibility provided by mobile apps, which support seamless shopping experiences and mobile payments. Despite these advantages, challenges such as data privacy concerns and the need for continuous innovation remain. Retailers must address these issues to maintain consumer trust and stay competitive. Looking ahead, emerging technologies such as artificial intelligence (AI) and machine learning (ML) are expected to further enhance mobile app functionalities and personalization. The focus on sustainability is also influencing mobile app features, aligning with consumer values and expectations. Overall, mobile applications are set to play an increasingly critical role in shaping the future of retail marketing, offering new opportunities for engagement, innovation, and growth.
Keywords
mobile applications; retail marketing; consumer engagement; personalization; loyalty programs; data analytics; 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.
