Digital Retail

Today’s customers shop in an omni-channel world—from digital shopping on their laptop or mobile phone, through to physical shopping in stores such as pop-ups, hypermarkets, and vending machines. Effective marketing and retail managers harness the right combinations of retail channels to meet the needs of target customers across all of the digital and physical locations of their busy lives—to deliver the right product in the right location at the right time. This subject focuses on understanding and influencing how consumers navigate these digital forms of retail, and how digital forms of retail fuse and interact with more traditional physical stores—the omni-channel customer experience. Digital retail capabilities are developed within the overarching omni-channel retail ecosystem to create value for the customer and the retailer.