2025, Vol. 7, Issue 5, Part A

Author(s): Sanitha AC

Abstract: This research paper investigates the strategic responses of brick-and-mortar retailers to the transformative forces of the digital era, focusing on how traditional retailers are adapting to the ever-evolving digital landscape. The digital revolution has introduced both significant challenges and unprecedented opportunities for physical retailers, compelling them to reconsider their business models and strategies to remain competitive. Through a comprehensive review of existing literature, as well as empirical analysis, the study delves into the ways in which brick-and-mortar businesses are reshaping their operations, customer engagement approaches, and supply chain management in response to digital trends. Key areas of exploration include the adoption of omnichannel strategies, the integration of data analytics to gain a competitive edge, enhancing in-store customer experiences using digital technologies such as augmented reality and mobile payments, and navigating regulatory and ethical issues that emerge from the growing use of technology in retail. Furthermore, the research incorporates both primary and secondary data: primary data, gathered through structured surveys and quantitative methods, investigates the specific challenges, strategies, and customer engagement approaches of brick-and-mortar retailers; secondary data, drawn from previous studies and industry reports, helps provide a broader understanding of the regulatory and ethical considerations in this rapidly changing retail environment. The paper aims to contribute valuable insights on how traditional retailers can leverage technological advancements while balancing operational efficiency, customer experience, and compliance with emerging regulations. Through this investigation, the study also offers actionable recommendations for brick-and-mortar retailers to better position themselves in the digital era and achieve sustainable growth.

DOI: 10.22271/multi.2025.v7.i5a.682

Pages: 37-42 | Views: 101 | Downloads: 40

Download Full Article: Click Here