Thesis Abstract

Abstract
This thesis explores the impact of digital marketing strategies on customer acquisition and retention in the retail industry. In recent years, the retail sector has witnessed a significant shift towards digital marketing practices as a means to engage with customers in a more personalized and targeted manner. This study aims to investigate how these strategies influence the acquisition and retention of customers by retail businesses. The research begins with an introduction to the topic, providing background information on the importance of digital marketing in the retail sector. The problem statement highlights the challenges faced by retailers in acquiring and retaining customers in the digital age. The objectives of the study are outlined, focusing on understanding the effectiveness of various digital marketing strategies in driving customer engagement. The limitations and scope of the study are also discussed, along with the significance of the research in contributing to the existing knowledge in the field. A comprehensive literature review is conducted in Chapter Two, which examines ten key areas related to digital marketing strategies and customer acquisition and retention in the retail industry. The review covers topics such as social media marketing, search engine optimization, email marketing, customer relationship management, and data analytics, among others. The findings from existing studies provide insights into the current trends and best practices in digital marketing for customer acquisition and retention. Chapter Three details the research methodology employed in this study, including the research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also discusses the ethical considerations and limitations of the research methodology. Chapter Four presents a detailed discussion of the research findings, analyzing the impact of digital marketing strategies on customer acquisition and retention in the retail industry. The chapter explores the effectiveness of different digital marketing channels and techniques in attracting and retaining customers, as well as the challenges and opportunities faced by retailers in implementing these strategies. Finally, Chapter Five provides a summary of the key findings, conclusions drawn from the research, and recommendations for retail businesses looking to improve their customer acquisition and retention through digital marketing strategies. The study concludes with implications for practice and suggestions for future research in this area. In conclusion, this thesis contributes to the understanding of how digital marketing strategies can influence customer acquisition and retention in the retail industry. By analyzing the key factors that drive customer engagement in the digital age, this research provides valuable insights for retailers seeking to enhance their marketing efforts and build long-term relationships with their customers.

Thesis Overview