Driven by consumer expectation, this sector continues to accelerate it adaption of new technologies with the latest application digital and data techniques. With increasing revenues being generated via different digital channels, new challenges are emerging to capture, know and manage the customer to offer the right product at the right time via the right channel.
Retailers use various advertising and communication tools to grow awareness and considerations with future customers. Finding the right marketing mix can lead to a profitable growth and a higher return on investment. By considering the right advertising strategy retailers can persuade consumers to choose to do business with their retail brand. The fundamental approach used my modern retailers in marketing their products is the Four Ps of Retail Marketing.