Study on - Digital Marketing a boon or curse for Organized Retailing

International Journal of Economics and Management Studies
© 2017 by SSRG - IJEMS Journal
Volume 4 Issue 7
Year of Publication : 2017
Authors : Rajshree Srivastava
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How to Cite?

Rajshree Srivastava, "Study on - Digital Marketing a boon or curse for Organized Retailing," SSRG International Journal of Economics and Management Studies, vol. 4,  no. 7, pp. 5-9, 2017. Crossref, https://doi.org/10.14445/23939125/IJEMS-V4I7P102

Abstract:

This paper highlights the effect of the increasing trend of digital marketing over the various fixed shop retailers and the other formats of retailing. Todays, sophisticated organised retailing which was the advent of unorganised retailing came into action with the advancement of technology and the replacement of the traditional culture of brick and mortar retail. Retailers comprise of a bigger proportion of the population and majority section of population relies upon these retailers. But the arrival of e-stores with their profitable offers and wider varieties has resulted on their face the worry of uncertainty and helplessness. Increasing trends depict that digital selling can become a significant new retail format, loosing the infrastructure of the existing physically located stores. Retailers should hold the digital retail channels in such a way that it would enable them to spend less money on real estate while reaching out to more number of customers. This study explores into the varied aspects concerning how retail business gets affected and also the recovery mechanisms they're bobbing up with to counter those e-stores in their race of survival of the fittest. This paper additionally explains the impact upon the profit of the assorted issues because of increasing trend for digital selling, though an attempt however has been created to enlighten the situation and trends with appropriate suggestions.

Keywords:

Digital marketing, organised retailing, retail stores, brick and mortar, e-stores.

References:

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