Navigating the Digital Storefront: The Role of Retail Strategies and Contextual Triggers in Shaping Consumer Choices

Dr Nitu Sharma , Ms Vaishnavi S

Keywords: Digital Retail Strategies, Personalized Promotions, Targeted Digital Advertisements, Contextual Triggers, Consumer Decision-Making, Online Shopping Behaviour, AI-Driven Marketing, E-commerce JEL - M31, L81, D12, M37, O33

ABSTRACT Purpose: This research investigates the impact of digital retail techniques and contextual stimuli on consumer decision-making in online buying contexts. This study examines the influence of personalized promotions and targeted digital advertisements on customer purchasing behaviour in the early stages of the customer journey, while also investigating the correlation between contextual triggers—such as time-sensitive offers and location-based notifications—and consumer decision-making. Methodology: A descriptive and analytical research methodology was employed, polling 213 individuals to assess their responses to digital retail strategies and contextual cues. Statistical techniques, including multiple regression analysis and Spearman’s correlation, were utilized to investigate the impact of personalized promotions and targeted digital adverts on purchase behavior, as well as the relationship between contextual inputs and consumer decisions. Findings: The results indicate that personalized promotions (β = 0.485, p < 0.001) and targeted digital marketing (β = 0.384, p < 0.001) significantly influence customer purchase behavior, collectively explaining 67.1% of its variance (R² = 0.671). A strong positive correlation (ρ = 0.854, p < 0.001) exists between contextual triggers and customer decision-making, highlighting the impact of contextual factors on purchase intent and product choice. Practical Implications: The results underscore the importance of integrating personalized and context-specific marketing strategies to improve client engagement and conversion rates. Retailers should employ AI-generated recommendations and real-time contextual prompts (e.g., flash sales based on browsing history, location-specific notifications for nearby stores, time-sensitive discounts during peak shopping times, and weather-related promotions) to enhance customer experiences and drive sales. Value: This study synthesizes consumer behavior theory with empirical data, providing practical recommendations for digital marketers and e-commerce companies to optimize their digital retail tactics for more customer engagement.

Volume 10 Issue 2, February-2025

Pages : b101-b116