Role of proximity marketing systems in shaping up retail stores

Abstract

With India witnessing a smartphone revolution & growth in internet penetration & digital-led technologies, there is tremendous potential to leverage this digital-first approach & apply it to the Indian retail context. A research by consulting firm Kearney estimates the Indian retail industry to grow at a forecast of 9% annually from 2019-2030.So it becomes beneficial for retailers to capture consumer attention by leveraging location-based marketing tools called as proximity-marketing techniques. So in this study we conducted literature survey to explore the technical features of proximity marketing & an experimental design, followed by its analysis to understand consumer perception of this concept Secondary research revealed consumer purchase intention & consume retention as important factors to drive success of Indian retail stores. We formulated the hypotheses based on these & to examine the influence of the use of proximity marketing-based tools on above two factors. We developed an experiment & circulated it amongst retail consumers to receive & analyze their responses. For interpretation ofthe data collected form consumers via our survey, we have utilized the regression analysis, factor analysis & cluster analysis techniques. The statistical analytic techniques that we used to interpret the data(in the form of responses)collected from our respondents include 2-sample t-test.