Digital Transformation In Retailing: Proximity Marketing - Influences On Customer Engagement

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B. Poongodi , J. Clement Sudhahar , Kumar R

Abstract

Digital Innovation has impacted almost all the verticals of business and various sectors. Specifically the consumer goods companies has been in the forefront that has implemented digital innovation in marketing and sales. It’s the retail stores that make the business of consumer goods to achieve the high level of exposure. Total consumption expenditure is expected to each nearly US $ 3,600 billion by 2020 from US $ 1824billion in 2017 says industry report. India’s retail sector is one of the fastest growing services sector which contributes for 10 percent of India’s GDP. Indian retail sector is attempting to adapt itself to the technological advancements in engaging the customers effectively. This study deals with the digital transformation in retail industry which influences the various approaches in engaging customers. The research deals with traditional and contemporary marketing practices in the selected type of retailing stores that include Grocery Stores, Apparels & Fashion and Restaurants and Big-box General Merchandise Stores in one of the major metropolitan cities in India. The study has specifically focused on the influence of proximity marketing, augmented and virtual reality, speed shopping, artificial intelligence and machine learning in customer Engagement in Retail Stores. The study has identified the digital technologies presently being employed by retailers to enhance the customer shopping experiences.The population is the middle, tactical and lower level management people of the Supermarket, Hypermarkets in Apparels & Fashion stores, Grocery stores, and Modern restaurants who have the intention upgrade to a modernized outlet. Sample size of the research is 90 retail outlet stores in Bangalore. The questions were asked to different level management employees of the stores who has some experience in that store. Linear Regression, Multiple Regression, Exploratory Factor Analysis, Correlation were employed to analyse the data. The analysis has revealed that the interface design is one of the important factors in the use of technology in retailing. A well-designed interface should be evaluated in terms of the functional features from the users’ perspective. Successful technologies are designed with many human factors in mind. Making Some technological changes in the retail format will improvise the standard and will raise the name of the retail stores.

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