Retailing in the Digital Age

Introduction To enhance customer shopping experiences and satisfaction, shopping atmosphere is necessary. Kotler (1973) first created an atmosphere as an important tool to maintain a shopping environment and emotionally impact customer purchasing decisions. Further research classified them. However, most of them concern the physical environment, but since the 21st century the online store concept was applied. Multiple channels are the concept of this era and surviving retailers must adapt to themselves.

As the influence of the millennial generation increases, retailers will become more responsive to the digital age. Accenture expects total expenditure to reach $ 1.4 trillion, or 30% of total retail sales by 2020. Today's retailers are focusing on these millennium shopping habits when considering the future of physical stores. The Millennial generation is a digital native that grew into tools for social interaction and economic decision-making on mobile, the Internet and social media. Currently, retail stores in real stores are looking for consumer technology to provide their customers with their own in-store experience.

Today, you need to combine good in-store retail strategies and digital strategies or "physics and numbers" to compete. Retail sales in 2016 increased nearly 4%, and the National Retail Federation (NRF) predicts similar growth in 2017. Those who are eager to pursue existing retailers, new entrepreneurs, and retail management careers must understand that this change is adapting to retailers is confusing late or adaptable enterprises It will not. These businesses quickly adapted to changes in customer behavior and technological turmoil. In the current digital age, retail management is a business transformation. Today, your successful retail management strategy includes technology and e-commerce

The retail industry leads digital change in various ways. As the industry such as the health care industry seeks guidance from retailers to connect with on-demand customers, the retail industry is experimenting with the next stage of digital change. The new augmented reality, virtual reality and artificial intelligence technology in 2017 caused sensation, and the retail industry gained the unique advantage of making full use of these digital tools. Retail CDOs and CMOs continue to manage large-scale data-driven digital businesses using explosive technology growth.

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