Impact Of Digital Marketing Strategies and Promotional Components on Customer Retention in Shopping Centers in Hong Kong

Abstract

This exploratory study aims to investigate the impact of digital marketing strategies and promotional components on customer retention in shopping centers in Hong Kong. With the increasing prevalence of online shopping and the growing competition in the retail industry, shopping centers face the challenge of attracting and retaining customers. This study examines the effectiveness of various digital marketing strategies, such as social media advertising, email marketing, and personalized promotions, in enhancing customer retention in the context of shopping centers. The research methodology involves a combination of qualitative and quantitative approaches, including interviews with shopping center managers, surveys with customers, and analysis of secondary data. The findings of this study will provide insights into the most effective digital marketing strategies and promotional components that shopping centers in Hong Kong can adopt to improve customer retention. The results will be beneficial for shopping center managers, marketers, and policymakers in developing targeted marketing strategies and optimizing promotional activities to enhance customer loyalty and increase footfall in shopping centers.