The Digital Sales Transformation Featured by Precise Retail Marketing Strategy

Guoan Zhu and Xue Gao
Additional contact information
Guoan Zhu: Consumer Device Sales Group, Microsoft (China) Co., Ltd., Shanghai, China
Xue Gao: University of Massachusetts, Boston, Massachusetts, USA

Expert Journal of Marketing, 2019, vol. 7, issue 1, 72-76

Abstract: In the context of digital marketing mode, the traditional retail industry encounters unprecedented impact and competitive edges of traditional marketing are disappearing. This paper comprehensively explores and analyzes retail precision marketing strategies based on the digital marketing model. Firstly, the predicament faced by the traditional retail industry from the aspects of commodity and consumer, sales technology and sales thinking is analyzed. Secondly, the strategic implementation of precision marketing in retail industry is presented. Finally, cases of precision marketing applications in reality are studied to analyze the digital marketing mode in three aspects: customer segmentation in marketing market, positioning of shopping basket and targeted customer marketing. It is demonstrated that using big data, changing the traditional marketing mode, implementing precise marketing strategy, accurately gathering limited marketing resources to valuable customers, and establishing a new marketing mode are of great significance for long-term sustainable development in the era of new retail.

JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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