A Study on the Impact of E-Commerce on Traditional Retail Marketing

• Author(s): Harish Nayak N
• Paper ID: 1700841
• Page: 207-216
• Published Date: 30-11-2018
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 2 Issue 5 November-2018

Abstract

This research paper aims to explore the impact of e-commerce on traditional retail marketing in the Indian context analyzing how the rapid growth of e-commerce has transformed the retail landscape, influenced consumer behavior, and posed significant challenges and opportunities for traditional brick-and-mortar retailers, as the proliferation of internet usage, the advent of smartphones, and the development of robust online payment systems have facilitated the expansion of e-commerce platforms like Flipkart, Amazon India, and Snapdeal, leading to a shift in consumer preferences towards online shopping due to the convenience, wider product selection, competitive pricing, and personalized shopping experiences offered by these platforms, while traditional retailers have struggled to adapt to this digital disruption, facing declining foot traffic, reduced sales, and the need to innovate their marketing strategies to retain and attract customers, with theoretical frameworks such as the technology acceptance model (TAM) and the diffusion of innovations theory providing insights into the factors driving consumer adoption of e-commerce, including perceived ease of use, perceived usefulness, and social influence, as well as the resistance to change and the challenges of integrating online and offline channels, and the retail mix elements such as product, price, place, promotion, and people being significantly affected, necessitating traditional retailers to rethink their value propositions, enhance their digital presence, and implement omnichannel strategies to create a seamless shopping experience, while also leveraging data analytics to gain insights into customer preferences and personalize their marketing efforts, with studies indicating that retailers who successfully blend online and offline strategies can achieve higher customer engagement and loyalty, as the competitive landscape evolves with new entrants and the growing influence of social media and digital marketing, compelling traditional retailers to adopt innovative marketing techniques, such as targeted advertising, loyalty programs, and experiential retailing, to differentiate themselves and create unique value propositions, and the regulatory environment playing a crucial role in shaping the growth and dynamics of e-commerce and traditional retail, with government policies on FDI in retail, data protection, and consumer rights impacting the strategies of both online and offline players, and the paper concludes by discussing the future implications of e-commerce growth for traditional retail in India, suggesting that retailers must embrace digital transformation, invest in technology, and continuously innovate to stay competitive in a rapidly changing market, offering valuable insights for academics, practitioners, and policymakers interested in the interplay between e-commerce and traditional retail marketing, ultimately contributing to the broader discourse on retail transformation in emerging markets and highlighting the need for a balanced approach that leverages the strengths of both online and offline channels to meet evolving consumer expectations and achieve sustainable growth.

Keywords

E-commerce, Traditional retail marketing, Consumer behavior, Digital transformation, Omnichannel strategies, Retail landscape, Technology acceptance model (TAM)

Citations

IRE Journals:
Harish Nayak N "A Study on the Impact of E-Commerce on Traditional Retail Marketing" Iconic Research And Engineering Journals Volume 2 Issue 5 2018 Page 207-216

IEEE:
Harish Nayak N "A Study on the Impact of E-Commerce on Traditional Retail Marketing" Iconic Research And Engineering Journals, 2(5)