Impact of digital marketing techniques on Customer behavior in Retail

Abstract

Retail is a sector that must keep the customer at its core of operations. Is the customer one person? The obvious answer here – Every person or customer is different. When attributes such as demographics, preferences, age, gender, likes and dislikes, are added to the equation, retailers realize that their best way forward is to customize and curate an experience – at scale.

The execution at scale is often hampered by the physical and large-scale computational limitations of human beings (even as a collective). That’s where digital marketing tools step in.

The paper talks about these digital marketing tools, how and why they have become relevant, and the ways in which it is customizing experiences and enhancing customer satisfaction.