Study On Digital Marketing A Boon or Curse For Organized Retailing
Study On Digital Marketing A Boon or Curse For Organized Retailing
Study On Digital Marketing A Boon or Curse For Organized Retailing
have positioned themselves through their add on before. A simple promotion that has a giveaway or
services like shorter delivery times, safe logistics, a free gift can earn a business a full bunch or
reduced delivery prices, doorstep delivery and an thousands of Facebook fans and email and text
ample variety of making cashless payments. message subscribers, meaning that the business can
send a message to those shoppers with merely click
VIII. DIGITALISATION A BOON FOR of button. However, digital media conjointly implies
ORGANISED RETAILING that those shoppers will reach back. Through
Digital promoting is that the utilization of negative comments on your Facebook page
electronic media by the marketers to and different other social networking sites,
push the product or services into the market. customers can use digital media to find the reviews
The objective of digital promoting is attracting and the grievance if any worldwide.
customers and permitting them to act with
the whole through digital media. This text focuses on D. Technology
the importance of Usage of latest technology in digital media
digital promoting for each marketers and shoppers. has provided the new scope to support the media.
Digitalisation will be a good manner New technology will associate in nursing quality for
for tiny businesses to extend their sales and widen your business after you adopt smart phones and
their reach. It is also convenient for shoppers, UN laptops so as to use digital media, you furthermore
agency should purchase at their convenience, while may completely influence different areas of your
not having to go away their homes or pay the day business. Let‘s say, such mobile technology makes
fighting queues at the shopping centre to communication among staff abundant easier.
choose up the most effective deals. However, new technology is pricey and typically it
However, digitalization has created a helpful platform doesn‘t have the positive impact its
for the digital retailing within the following ways: champions suppose it'll have. An initiative was taken
by the variety of firms to give its staff home
computers To have positive influence for the
A. Selling online corporate on-line. However, the
Selling on-line suggests learning new ways program extremely all over up inflicting support and
of managing customers, promoting your product and tax issues for the businesses and staff.
fulfilling your orders. You'll be able to keep
your prices lower, reach a wider audience and do E. Options
business 24/7, having time to concentrate Thanks to digital media,
on rising your product and services and businesses currently have more choices that they
your client expertise rather than being on the will choose between once seeking to induce word
shop floor anticipating shoppers. However, having an out concerning their businesses, rather
internet store will increase the shoppers on than selecting among a TV or radio business or a
your ancient commerce in addition; print promotion, they will currently
as crowd currently is ready to search you on-line and produce media that's a mixture of audio, visual, text
see what product you're giving offering. and interactive media. This mixed
media will charm to a bigger audience with
B. Faster Information differentiated preferences. However, it's conjointly
Thanks to digital media, firms will get additional expensive to tay up with the dynamical
their data resolute the general public quicker than technology and should need the creation of
ever, rather than printing inserts and anticipating the recent strategists UN agency will suppose and make
Sunday paper to announce their digital.
sales, firms currently will let the globe fathom
associate in nursing exciting promotion through email, IX. DIGITAL MARKETING A CURSE FOR
social networking, their websites and net ads. ORGANISED RETAILING
However, digital media will unfold unhealthy data a
couple of business even as quickly because A. Privacy
it will unfold smart. A smart phone with updated It is simple to gather plenty of
camera or video enabled features or a Facebook private info from a shopper employing
standing update that has an organization secret can be a digital selling approach, typically too straight
posted online minutes by just a touch leading to the forward. Since all online transactions are recorded,
destruction of goodwill of business, which it's comparatively straightforward to form an
beforehand was cleared up without any mess. internet profile of the customer, and use that to send
targeted advertisements. However, several can agree
C. Greater Reach that this can be an intrusion on a consumer's right to
Digital media suggests that privacy, and its one thing that's heavily regulated
companies can reach further customers than ever on several countries. This implies new businesses
going to establish an internet presence through desktops or tablets and use mobile devices to make
digitalization ought to remember of the legislation purchase decisions when in store.
that applies, as mistakes may be expensive each in
terms of fines and client trust. F. A Responsive Experience is Social, and Data-
Driven
B. Security The rapid changes in customer adoption of
Another negative effect of e-commerce is its mobile and social are strong reasons to re-evaluate
effect on consumers' security. Online commerce strategies. Customers are accustomed
transactions square measure inherently insecure than of beginning a task on one device and finishing it on
those conducted face to face as a result of there is not another, and there's a revived specialize in retailers‘
any guarantee that the person creating the payment is supporting user tasks and fulfilling orders across
that the actual owner of the master card used. channels.
At identical time, once the client inputs the payment
data they risk a third party intercepting it if the web X. CONCLUSION
site does not go with the adequate security measures, Moving with the digital age, there's definite
giving rise to master card fraud and other fraud. a paradigm shift inclining a lot of towards e-
Merchants have to be compelled to bear in mind of commerce. However, for digitalization to achieve
the risks electronic transactions carry, and work success throughout, challenges like low web network
towards securing the systems to the best standards. in rural areas, or perhaps poor connection in urban
areas inflicting high drops in payment processes will
C. Price Wars disrupt the expected digital growth. However, brands
Merchants who used physical that plan to be strictly offline are doubtless to lose the
merchandising concept could typically realize patronage of the tech-savvy period. The brick and
merchandising on-line a very competitive mortar retailers should abide by and alter themselves
marketplace. Their product measure displayed aboard to new ways like logging on, or merging with
competitive offers, typically from completely established on-line businesses, if they require to
different countries or larger retailers with access to partake within the profits that the web e-commerce
raised wholesale costs. this may have an effect brings to their existing portfolio
on the distributer negatively, as they can't sell the The face of retail has changed; these
maximum amount as they expected to really create a days, marketing is going into malls, logging on and
profit, or the consumer's once on-line store execute so going mobile. Customers are the thrust behind the
as to become additional competitive increasing urge for retailers to integrate digital tools
or product square measure purchased from and technologies. Digital promoting could succeed a
illegitimate retailers as a result of that they had the lot of if it considers user wants as a high
most effective value. priority. Similar to ―Rome wasn't in-built in day,‖ so,
digital promoting results won‘t conjointly return,
D. Returns and Complaints without any trial (and error). The watchwords ―test,
Selling online means usually a higher return learn and evolve‖ ought to be the main aim of all
rate on products than when the purchase was digital promoting initiatives. Firms should aim
conducted in person. This is due partially to the actual producing innovative client experiences and
fact that customers haven't seen the products head to specific methods for media to spot the most effective
head before purchase, however additionally to the path for driving up digital promoting performance.
actual fact that a lot of obtainers (web shoppers} buy Both organised and unorganised retail corporations
things on impulse, and by the time they receive them have to be compelled to work on to form certain
at their home they need modified their mind higher prospects for the retail business, whereas
and create use of favourable come back policies. generating new edges for his or her customers.
Whereas an enormous distributor wouldn‘t have
any drawback accommodating this, it may REFERENCES
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with restricted stock management. & Review , A Review Of Impact Of Information Technology
In Retail Sector , ISSN: 2249-7196 IJMRR/ November 2014/
Volume 4/Issue 11/Article No-4/1047-1055 /
[2] Cathy Hart, Neil Doherty, Fiona Ellis‐Chadwick, (2000)
E. Why in Retail Attention Alone Is Not Enough "Retailer adoption of the Internet – Implications for retail
Driving sales takes more than just driving marketing", European Journal of Marketing, Vol. 34
Issue: 8, pp.954-974, doi: 10.1108/03090560010331441
attention. While retailers have always specialized in [3] Journal of Retailing and Consumer Services :Volume 10,
getting to know their customers, the increased Issue 5, September 2003,
availability of communication and transaction [4] Effectiveness of Digital Marketing in the Challenging Age:
channels is posing some unique challenges for brands. An Empirical Study :Afrina Yasmin, Sadia Tasneem, Kaniz
Fatema ,Department of Business Administration, Northern
Consumers do most of their research at home on University Bangladesh ,Department of Business
Administration, Asian University of Bangladesh
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