Importance of digital media in Indian offline retail sector

Being the greatest player in providing employment to the majority of working class, retail sector remains one of the key industries in India. Major business giants like Tata group, Reliance Industries and others are also expanding their retail stores at accelerating rate with multiple verticals like jewellery, consumer electronics etc. in tier 1 and tier 2 cities.
But in spite of regular rise and modifications in this industry, it faces stiff competition from the rising fame of e-commerce in the country. So, strategic implementation of digital media is a major step that maintains the business of retail stores in this information age.
Several digital media agencies are working as support services to blow trumpet of their client and maintain their sales. Several strategies applied by these agencies include social media marketing, mobile phone promotions, SEO optimization and online ads.
In the country obsessed with Facebook and Twitter, active FB pages and generic tweets are necessary for long-term survival of retails names like Max, Home Centre, Big Bazaar, Crossword Book Store etc. Also, mobile apps are becoming important part of this digital promotion scenario by multiple agencies. The app by the retail stores comprises info on offers, loyalty points, QR code reader and launch of new collections.
Social media not only drives potential buyers but also keeps the consumers in loop for future visits by interactive methods like review of shopping experience, online contests and consulting of products as per customer needs.
Another major tool used by the Digital Marketing Experts is use of retargeting. It uses browsing history of internet users thereby customizing the displayed ads. Though popular mainly for online shopping, this method can also be used for driving traffic to webpages of offline stores which can ultimately lead to increased sales.
The use of digital media as major part in driving business by small retailers is still in its fancy in India, but will grow with proper awareness on its importance among businesspersons as it is said “marketing also promotes itself."