THE EVOLUTION OF RETAIL PRACTICES THROUGH DIGITAL TRANSFORMATION IN CHENNAI

Dr. K. Kalaiselvi
Associate Professor,
Department of Commerce,
VISTAS,
Chennai, Tamil Nadu, India.
Abstract
This study examines the evolution of retail practices in Chennai through the
lens of digital transformation and its impact on consumer behavior,
business operations, and market competitiveness. The rapid growth of
internet penetration, smartphone usage, e-commerce platforms, and digital payment
systems has significantly reshaped the retail landscape in Chennai. Traditional retail
stores are increasingly adopting digital technologies such as online shopping portals,
mobile applications, social media marketing, customer relationship management
systems, and data analytics to enhance customer experience and operational efficiency.
The study explores how organized and unorganized retailers in Chennai have
responded to changing consumer expectations, especially after the expansion of digital
commerce and contactless transactions.
It also highlights the challenges faced by retailers, including technological
adaptation, cybersecurity concerns, and increasing competition from national and
global e-commerce companies. Furthermore, the research investigates the role of
government initiatives promoting digitalization and cashless transactions in
accelerating retail transformation. By analyzing current retail trends and consumer
preferences, the study aims to provide insights into the opportunities and future
prospects of digitally driven retail practices in Chennai. The findings contribute to
understanding how digital transformation is redefining the retail sector in urban India.
Keywords: Evolution, Transformation, Consumer Behaviour, Retails.
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