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Retail digital marketing strategies

Theodor Purcarea

Romanian Distribution Committee Magazine, 2018, vol. 9, issue 2, 30-40

Abstract: We are all shoppers in full evolution of our habits and expectations, and retailers are challenged to immediately respond and even surprise, by adequately engaging at every relevant step of the customer journey and ensuring a smart and seamless shopping experience with the help of the best operational practices and of the retail marketing innovation in the current digital landscape, using proper digital marketing strategies, including by considering both marketing’s hidden treasure of CPG companies, and the entrance of Amazon into grocers’ industry and its true technological battle with Walmart. There is no doubt about retailers’ imperative of creating a digitally connected environment, including by seeing shoppers as “Blue Dot” consumers, empowering both employees and customers, and continuously improving retailers’ capabilities associated with customer engagement and their predictive and intelligent marketing capabilities.

Keywords: Retail digital marketing strategies; Retail marketing innovation; Customer Engagement; Omni channel CX (search for similar items in EconPapers)
JEL-codes: L81 L86 M31 Q55 (search for similar items in EconPapers)
Date: 2018
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