Essential Elements for Digital Merchandising Portals in Retail: A Review Based Study

Abstract

Virtual merchandising is the art of visual displays and the organization of merchandising solutions in a store but nowadays, the market is shifting to the digital platform. Every retailer wants to offer their products and services online. Digital merchandising is “the art and science of displaying products or offers on a website with the goal of increasing sales. To promote a product online, digital marketing encompasses everything from product placement to social media marketing. When discussing digital retailing, E-commerce and online merchandising are sometimes used interchangeably. The purpose of the present paper is to explore the key elements that are required for digital merchandising portals which influence an individual's online buying intention and make their shopping convenient to assist consumers in comprehending the product without the assistance of a salesperson, as in a physical shop. This study will examine the critical role of digital merchandising's major elements in ensuring the long-term sustainability of an online store. These important elements not only influence customer behavior toward online purchases, but also assist consumers in comprehending the product without the assistance of a salesperson, as in a physical shop. These important elements assist consumers in navigating the digital shop and help them making appropriate product selections and their smooth transaction via the online portal. With the assistance of these elements, the customer journey while purchasing online becomes more convenient and secured. This research helps retailers figure out what makes a good website, so people can enjoy online shopping and their shopping journeys become more efficient as a result of buying from an online portal. Keywords: E-commerce, digital merchandising, store, Product presentation, Online purchase, Shopping experience

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