Assessing the Impact of Digital Marketing Strategies on Managerial Decision-Making in Nigerian Retail Chains: A Case Study of ShopRite

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@article{1705053,
      author = {Adeyeye T. C, Akinsanya A. M},
      title = {Assessing the Impact of Digital Marketing Strategies on Managerial Decision-Making in Nigerian Retail Chains: A Case Study of ShopRite},
      journal = {Iconic Research And Engineering Journals},
      year = {2023},
      volume = {7},
      number = {3},
      pages = {421-426},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1705053.pdf},
      abstract = {This paper investigates the impact of digital marketing strategies on managerial decision-making in Nigerian retail chains, using ShopRite as a case study. Quantitative survey and qualitative interview data were analyzed to understand the relationships between digital marketing tactics and inventory, pricing, customer relationship management, and expansion decisions. Correlational analysis shows digital channels like social media and websites can inform inventory and CRM choices, while email marketing did not demonstrate strong strategic influence in this case. External forces like competition and economic conditions also affect retail decision outcomes. The study concludes that effectively integrating digital insights can improve inventory and customer-centric decisions, but email marketing and contingency planning need refinement. Practical recommendations are provided, including leveraging digital data for demand forecasting and tailored marketing. Further research across more Nigerian retailers can build on these findings.},
      keywords = {Digital Marketing, Retail Management, Decision-Making, Nigeria, Case Study},
      month = {September},
  }