Published Paper Details:

The research was undertaken to study the impact of Digital Marketing on the retail industry. Its objectives included understanding the various digital marketing strategies and tools adopted by organized industry retailers, doing a comparative analysis of digital marketing, traditional marketing, and non-traditional marketing in the organized retail industry, finding the influential factors and challenges faced in the usages of digital marketing strategies and tools by organized fashion industry retailers, assessing the impact of the digital marketing on organized industry retailers, finding the effective ways of utilizing digital marketing by organized industry retailers, and studying the impact of digital marketing on customer behavior, experience, perception, loyalty, satisfaction, relationship and services in the organized retail fashion industry. There is the huge significance of computerized advertising coordinated retail design industry. This can be closed from the high consent to the assertions like Digital advertising gives admittance to a huge potential client base, Online cooperation with clients is feasible to know their precise necessities, Digital promoting is practical, Responses to showcasing endeavours can be followed, and Personal compatibility can be assembled, and client dedication can be created. Advanced advertising methods are better than customary and non- conventional showcasing procedures. As of now, the coordinated retail design industry keeps on depending on customary and non-conventional showcasing methods. A few factors fundamentally influence the selection of advanced advertising methods by the coordinated style retailers. While the retailers recognize the importance of digital marketing techniques, they are also aware of the challenges. Digital marketing has a profound impact on all major facets of the business. Customers have expressed high dissatisfaction with the existing digital marketing services offered by the retailers. Consumer loyalty is a variable that overwhelmingly affects several different factors. Common training programs can be organized by the retailers or other agencies like Chambers of Commerce and Industries. Retailers should hold positive views about digital marketing. They can benefit from several free online training programs on digital marketing. The Government must play its part in this. The IT infrastructure like availability of internet connections, internet speed, etc., must be improved. This improvement will benefit the government number of other initiatives like digital financial transactions, an impetus since demonetization in the year 2016.