Assessing the Impact of Digital Marketing Strategies on Managerial Decision-Making in Nigerian Retail Chains: A Case Study of ShopRite

• Author(s): Adeyeye T. C ; Akinsanya A. M
• Paper ID: 1705053
• Page: 421-426
• Published Date: 17-10-2023
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 7 Issue 3 September-2023

Abstract

This paper investigates the impact of digital marketing strategies on managerial decision-making in Nigerian retail chains, using ShopRite as a case study. Quantitative survey and qualitative interview data were analyzed to understand the relationships between digital marketing tactics and inventory, pricing, customer relationship management, and expansion decisions. Correlational analysis shows digital channels like social media and websites can inform inventory and CRM choices, while email marketing did not demonstrate strong strategic influence in this case. External forces like competition and economic conditions also affect retail decision outcomes. The study concludes that effectively integrating digital insights can improve inventory and customer-centric decisions, but email marketing and contingency planning need refinement. Practical recommendations are provided, including leveraging digital data for demand forecasting and tailored marketing. Further research across more Nigerian retailers can build on these findings.

Keywords

Digital Marketing, Retail Management, Decision-Making, Nigeria, Case Study

Citations

IRE Journals:
Adeyeye T. C , Akinsanya A. M "Assessing the Impact of Digital Marketing Strategies on Managerial Decision-Making in Nigerian Retail Chains: A Case Study of ShopRite" Iconic Research And Engineering Journals Volume 7 Issue 3 2023 Page 421-426

IEEE:
Adeyeye T. C , Akinsanya A. M "Assessing the Impact of Digital Marketing Strategies on Managerial Decision-Making in Nigerian Retail Chains: A Case Study of ShopRite" Iconic Research And Engineering Journals, 7(3)