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The Digital Sales Transformation Featured by Precise Retail Marketing Strategy

Author

Listed:
  • Guoan ZHU

    (Consumer Device Sales Group, Microsoft (China) Co., Ltd., Shanghai, China)

  • Xue GAO

    (University of Massachusetts, Boston, Massachusetts, USA)

Abstract

In the context of digital marketing mode, the traditional retail industry encounters unprecedented impact and competitive edges of traditional marketing are disappearing. This paper comprehensively explores and analyzes retail precision marketing strategies based on the digital marketing model. Firstly, the predicament faced by the traditional retail industry from the aspects of commodity and consumer, sales technology and sales thinking is analyzed. Secondly, the strategic implementation of precision marketing in retail industry is presented. Finally, cases of precision marketing applications in reality are studied to analyze the digital marketing mode in three aspects: customer segmentation in marketing market, positioning of shopping basket and targeted customer marketing. It is demonstrated that using big data, changing the traditional marketing mode, implementing precise marketing strategy, accurately gathering limited marketing resources to valuable customers, and establishing a new marketing mode are of great significance for long-term sustainable development in the era of new retail.

Suggested Citation

  • Guoan ZHU & Xue GAO, 2019. "The Digital Sales Transformation Featured by Precise Retail Marketing Strategy," Expert Journal of Marketing, Sprint Investify, vol. 7(1), pages 72-76.
    • Handle: RePEc:exp:mkting:v:7:y:2019:i:1:p:72-76
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    Cited by:

    1. Onețiu Darius Daniel, 2020. "The Impact of Social Media Adoption by Companies. Digital Transformation," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 30(2), pages 83-96, June.

    More about this item

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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