Introduction to Digital Retail PackBack

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Collin County Community College District *

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1345

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Marketing

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Apr 3, 2024

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docx

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125 words* 3 = 375 words PackBack #3: Building an E-Commerce Presence - Mobile Sites and Apps How can digital retailers use mobile sites to apply marketing strategies to local areas to enhance customer engagement and experience? Digital retailers can enhance customer engagement and foster loyalty in local areas by using mobile sites to deliver personalized advertising, implement geographically targeted advertising, and build partnerships with local businesses. Firstly, marketers and companies can resonate with local customers through personalized emails and messages and offer products that satisfy local preferences, demands, and needs. By catering to local products satisfying customers’ wants and needs, businesses have higher engagement rates and increased loyalty. Secondly, marketers can focus on advertising for local customers in a geographic location. Companies can manage their resources and advertising budgets efficiently but gain higher conversion rates. Lastly, partnerships with local businesses can leverage customer bases and cater different products to satisfy customers’ preferences and demands. Besides satisfying customers’ demands and needs, marketers can access potential customers and strengthen ties with local businesses. Delivering local personalized preferences through mobile sites becomes essential and crucial to marketers because of increased engagement, improved loyalty, and enhanced customer experience. Firstly, a retailer providing local products and relevant marketing campaigns captures customers’ attention, making these messages memorable and creating an emotional connection. Customers feel the message in the advertising campaign is appropriate, leading to a higher sharing of customers’ experiences. Secondly, a retailer and marketer cater to individual products, resonating with customers’ preferences, which leads to customers’ positive perceptions of the brand. The brand can grow organically through customers sharing their positive experiences with friends and family. Lastly, a business providing local individual preferences shows its understanding of the local community, building stronger relationships with customers. Customers also have higher satisfaction levels because of the retailers’ understanding and value, creating customers' emotional connection. Implementing geographically targeted advertising through mobile sites becomes essential and crucial to marketers because of increased relevance, spending budget efficiency, and segmenting of their market. Firstly, a retailer runs a local advertising campaign, capturing the local community’s attention and engagement because this advertising is relevant and timely to their daily life. The brand understands the local community's feelings and prefers to show local advertising. Secondly, a brand can promote a high-demand product to targeted areas, ensuring higher purchasing. This approach reduces waste on clicks from customers not living in target locations. Lastly, businesses can tailor their different marketing strategies in urban versus rural locations. This is managing advertising strategies efficiently and segmenting their market better based on local preference and competition.

Packback #4: UX and UI/ Digital Opportunities/SWOT How does the integration of advanced UX and UI can enhance customer engagement? Optimized design, personalized experiences, and interactive elements are the integration of advanced User Experience and User Interface enhancing customer engagement. Firstly, you can experience optimized design, such as automatically adjusting its navigation elements for viewing, maximizing pages load quickly or focusing attention on task, that make customers feel convenience and reducing frustration on finding what customers want and need. Secondly, users can see relevant products and individual personal style items through many recommendations. Advanced User Experience and User Interface can boost enhancing the shopping experience and make shopping experience meaningful and easier. Thirdly, you can experience interactive elements, such as image zoom, 360- degree products, and augmented reality that provide additional information for customers. These interactive elements provide transparency and engagement to help customers make decisions. Firstly, a website with good design grows positive personal emotions that customers feel shopping enjoyable and reminding of return visits shortly. Users may recommend platforms to friends and family if they consider the brand and website aesthetically, and the company gets free promotion through word-of-mouth. Secondly, customers feel the company's care and support if a website deploys multiple mechanisms such as reviews, live chat, or ratings. By implementing these mechanisms, the company gains not only the customer's engagement and favorable judgment but also a meaningful understanding of how well the product and the company work and improve the quality of the product. Thirdly, a website with a practical user experience design may implement error handling and reporting that manages errors, prevents potential errors, and aids users. Firstly, users, whether having abilities or disabilities, can have good access to the website with advanced user experience and user interface design. The company applying the accessible design can broaden their users and market and grow positive satisfaction and judgment from inclusive users. Secondly, users recognize and trust a brand with a website using consistent color and imagery across the internet. A website with good design, typography, and image aligns and understands what users want, need, and expect. Thirdly, through an advanced user interface, a brand builds a social community platform where users can get recommendations and reviews. The brand can gain customers' trust and engagement by seeking feedback from other customers for purchasing decisions.

PackBack #5: Digital Marketing and Advertising Concepts Loyalty, CRM, and Continuity How can advertising strategies continue the relationships between brand and customers? Personalized Advertising, social media engagement, feedback, and customer service are advertising strategies that can continue the relationship between a brand and its customers. Firstly, a brand can deploy an advertising campaign and personalized advertising content. Customers feel care and value when the advertising strategy aligns with customers' past behavior. Customers also feel the dialogue with the brand about the products continues and is relevant to the past interactions. Secondly, a brand can build a social media community so that new customers can seek feedback from customers for purchasing decisions. Through these social media channels, the brand can communicate directly with customers, creating value and relationships. Lastly, a brand with solid feedback and customer service can gain customers’ positive attitudes and improve products. It creates a sense of value about what customers want and need. Remarketing customers, marketing emotional and humorous content, and implementing email marketing are the best advertising strategies to continue the relationship between a brand and its customers. Firstly, customers see the advertisement multiple times but do not purchase products, and an ad reappears numerous times, reminding customers of the brand and encouraging them to return visits shortly after. Reappearing numerous times is proof of strong growth and favorable by other customers. Secondly, a brand with good advertising campaigns can connect emotionally with customers through storytelling in advertising. Customers remember and are loyal to the brand and its product. Lastly, marketers using email marketing strategies keep in touch with customers regularly. Customers update and educate about new products and brand development. Personalized emails can keep the relationship with loyal customers active. Personalized advertising is one of the best strategies for enhancing customer experience, spending marketing budget effectively, and enhancing customer loyalty. Personalized advertising strategies can improve customer experience because customers do not have to see irrelevant advertising from other marketers. Personalized advertising makes the shopping journey comfortable and less intrusive. It also saves customers time and resources by not reading useless information. Moreover, a marketer deploys a personalized advertising campaign targeting a group of audiences instead of uninterested audiences. The brand can reduce waste of resources and money and use the budget effectively. Lastly, marketers using personalized advertising strategies can enhance customer loyalty because customers feel valued, understood, and cared for through personal information in the email. These strategies can build and foster the relationship between the customer and the brand.

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PackBack #6:

PackBack #7: Mobile Commerce How do mobile commerce strategies enhance digital retailing? Mobile commerce strategies, such as targeting personalization, enhancing engagement, and providing seamless payment options, can enhance digital retailing. Firstly, retailers can collect personal data about mobile device user preferences and demands. After that, retailers can send personalized content and recommendations, enhancing customers' experience and convenience. Retailers can gain insights into customers' psychology, behavior, and trends to better marketing strategies. Secondly, marketers can send multiple messages and notifications to alert customers, leading to higher engagement rates. Retailers can communicate with customers directly about new products and promotions through mobile commerce, leading to return visits and increasing loyalty. Thirdly, businesses and retailers can provide seamless payment options, such as mobile wallets and cryptocurrencies, to enhance customer experience and reduce friction and waiting time at checkout, leading to higher conversion rates. Enhancing engagement through mobile commerce becomes essential and crucial to marketers because of increasing retention rates, increasing cost-effective marketing, and building brand loyalty. Firstly, through collecting valuable data and personalizing messages, a business can strengthen its connection with customers to foster loyalty. With a solid customer base, a brand gains organic growth through customers’ recommendations to friends and family. Secondly, traditional marketing channels such as billboards, television, and posters are high cost; however, digital marketing channels such as push notifications, SMS alerts, and in-app messages are low cost but highly efficient due to yielding higher engagement rates. Lastly, repeated messages and notifications remind customers of the brand and its promotions and products, leading to potential return visits and improving customer retention rates. Providing seamless payment options through mobile commerce becomes essential and crucial to marketers because of better security, faster payment processing, and greater flexibility. Firstly, a retailer provides preferred payment methods, such as mobile wallets, cryptocurrencies, and credit cards, to make customers feel comfortable purchasing based on customer preferences. Besides feeling convenience, a business can minimize cart abandonment because customers tend to complete purchases with their preferred payment method. Secondly, a company applying seamless payment options can generate revenues faster due to faster processing of transactions at the payment stage. Customers also enhance their shopping experience and understand the brand’s development. Thirdly, a business applying advanced security, such as encryption and tokenization, can protect

customers’ sensitive financial information. Customers feel confident when processing online transactions. PackBack #8: Ethical, Social and Political Issues in Ecommerce, Online Content and Media; Online Publishing, Online Entertainment How do changes in trade policies impact the digital retailing landscape? Changes in international trade policies, such as tariffs, supply chain disruptions, and intellectual property rights, impact the digital retailing landscape. Firstly, tariffs from countries such as the United States can affect retailers that source products from different countries. Retailers must increase their costs and marketing budgets to promote and deliver products to customers, leading to higher prices. Secondly, customers tend to spend less money to purchase high-priced products, leading retailers and marketers to minimize marketing campaigns or cut ties with manufacturers to maintain competitiveness. As a result, strict trade policies lead to supply chain disruptions, leading smaller retailers to use digital marketing budgets efficiently and find new suppliers, affecting their ability to cater products to satisfy customers’ preferences and demands. Lastly, retailers producing digital goods and proprietary products can safeguard their inventions in a country with strict intellectual property rights. Conversely, these retailers must deal with infringement in a country with weaker intellectual property rights. Raising tariffs impacts retailers and digital marketers and has several disadvantages, such as higher customer prices, reduced product variety, and reduced expansion opportunities. Firstly, high tariffs on imported goods in countries such as the United States make retailers fear entering the market due to the complexities relating to tariffs. This hinders digital retailers’ ability to expand further. Secondly, due to the high cost that retailers and marketers must endure, digital retailers can provide high-demand products instead of diverse products to reduce the risk of leftover inventory. Retailers cannot compete fully with local retailers due to lacking new, unique, and low-demand products. Lastly, retailers must raise the price due to endure the high cost because of tariffs. Customers must control the quantity and quality of what they purchase, leading to reduced sales volumes and revenue for small digital retailers. because of better security, faster payment processing, and greater flexibility. Changes in policies like customer data protection laws have had a significant influence on digital retailing. These regulations and standards instruct how retailers can collect and use customers’ data, such as email, purchasing history, and cookies. To meet these regulations, retailers must invest in data management systems to protect customers’ data. Moreover, to compete with others in digital platforms, retailers must incorporate advanced technologies like augmented reality (AR), virtual reality (VR), and machine learning into products to engage and improve customer experience. Although we do not have clear regulations on using artificial

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intelligence safely to extract information and provide suggestions to customers, retailers must adapt to current trends regarding transparency in operations to protect customers. Retailers themselves must understand and be concerned about the ethical use of artificial intelligence. Packback #9: Next Generation of Retail Tech How can digital retailing strategies adapt to international markets? How can brands integrate next generation retail technologies with cultural customization and localized strategies? Cultural customization, localized user experience, and local-specific digital marketing are digital retailing strategies a brand can use to adapt to international markets. Firstly, a brand can design its website to resonate with the local languages and preferences. The website can have a local language instead of the automatic translating function embedded in the browser. Secondly, besides translating the website into the local language, the brand must have local currency, payment options, and measurement units. The brand's customer service department can have representatives speaking local languages to provide appropriate assistance respecting the local culture. Lastly, a website must also embed local search engine optimization keywords and strategies to grab customers' search. The brand can collaborate with regional YouTubers and influencers to increase brand awareness in the target market. Dynamic pricing in international markets can be one of the digital retailing strategies based on various factors such as local purchasing power, economic conditions, and inclusive pricing. Firstly, the local population in a country can have different income and spending capacities. For example, the price of drugs in a third- world country like Vietnam is cheaper compared to a wealthier country like the United States because of Vietnam's lower average income. Secondly, international markets and countries have different inflation rates and economic stability; as a result, the brand must adjust its prices to maintain its profitability and competition. Thirdly, the brand can build trust and gain customer loyalty by being transparent on the counter. The brand can include taxes and other obligatory fees in the final price displayed to customers. Payment preferences in international markets can be one of the digital retailing strategies based on various factors such as credit cards and bank transfer payment, digital wallet solutions, and cash on delivery. Firstly, many Western countries, such as the United States and the United Kingdom, have utilized credit cards and bank transfer payments for many years. However, some third-world countries, such as Thailand or Vietnam, have not widely accepted and preferred these methods. Secondly, although many traditional banks do not recognize Bitcoin and cryptocurrencies, many people have accepted and preferred cryptocurrencies widely. International brands can have opportunities to encounter international

customers through simplifying cross-border payments. Thirdly, in some third-world countries like Vietnam or Laos, cash has been used as a standard payment method for decades due to people’s lower trust in online transactions and less developed banking systems. As a result, international brands can offer cash on delivery as a digital retailing strategy to attract new customers in the target market. PackBack #10: Supply Chain Management Supply chain disruptions impact digital retailers and marketers and have several disadvantages, such as inventory shortages, delivery delays, and reputational damage. Firstly, due to supply chain disruptions, retailer responses slow and fail to satisfy customers’ demands for long, leading to reputational damage. Customers dissatisfied with the brand spreading bad reviews to others through word-of-mouth ruin the brand’s image deeply. Secondly, retailers do not have enough inventory because manufacturers do not export products overseas. Because of inventory shortages, retailers cannot fulfill customers’ orders, leading to lost customers and sales to competitors with stock. Lastly, although fulfilling orders, a retailer cannot promise delivery time to customers because of supply chain disruptions. This leads to customer dissatisfaction and increases the rate of cancellation and return orders. Firstly, supply chain disruptions postpone new product introductions. Due to a lack of profits and sales, retailers need more resources to purchase raw materials and hire human resources to develop and launch new products. Secondly, if the retailers have money and resources, they must reallocate financial and human resources, which had been invested in research and marketing. Introducing new products late makes the product itself outdated to the customer base. Furthermore, without innovations and introductions, brands and retailers lose their attractiveness and customers to competitors who can launch new products more frequently and consistently. In the digital era, trends and customers’ preferences and interests shift quickly, and the latest trends go viral quickly. As a result, brands cannot satisfy customers’ demands and needs sooner or later. Supply chain problems cause negative consequences for the relationship between suppliers, partners, and customers. Due to supply chain disruptions, suppliers may be unable to deliver the products on time, leading retailers to miss the delivery time to customers. Suppliers may have challenges, such as raw material shortages, transportation delays, and labor shortages. Missing the delivery time causes tensions and conflicts between the suppliers and the retailers and between the retailers and the customers. Moreover, quality issues can be a new problem because suppliers must rush production to satisfy the retailers’ demands and release pressure, leading to low quality and not meeting product standards. This leads to defective products, causing customers’ complaints and returns and ruining the retailers’ reputation and profitability. Finally,

retailers have to break the contract with suppliers; unfortunately, this worsens the supply chain problems due to the lack of suppliers while the customers’ demands are the same.

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Introduction to Digital Retail PackBack

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