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What is Digital Retailing

All online business activities and digital assets used to create, capture, communicate, and deliver value to customers.

7C Framework of Digital Retailing

1. Core Goals

Why does the site or app exist?

Every platform must have a clear purpose—like selling products, sharing information, or building a brand.

2. Context

How does it look and feel?

This includes design, layout, style, and navigation—all the elements that shape the user experience.

3. Content

What does it offer users?

This could be text, videos, product info, or blog posts—anything that informs, entertains, or helps the shopper.

4. Communication

How does the site interact with users?

Think chatbots, contact forms, reviews, or customer support—features that allow back-and-forth interaction.

5. Community

How do users interact with each other?

This involves social features like user forums, comments, or social media sharing.

6. Commerce

How does the site handle buying and selling?

It covers the shopping cart, checkout, payment systems, and how easy it is to complete a purchase.

7. Connection

How does everything link together?

This is about integrating the platform with other channels, like apps, emails, social media, or physical stores—creating a smooth, connected experience.

What's paid media and its goal from POEM

What it is: Ads that brands pay for to show up online.

Examples:

Search ads (like Google Ads),

Sponsored social media posts,

Banner ads,

Influencer partnerships (when influencers are paid).

Goal: To quickly reach new audiences and boost visibility.

What's owned media and its goal from POEM

What it is: Digital spaces that the brand fully controls.

Examples:

Website,

Mobile app,

Email newsletter,

Brand's own social media pages.

Goal: To build loyalty and ongoing customer relationships.

What's earned media and its goal from POEM

What it is: Unpaid mentions or attention that comes from others (customers, media, fans).

Examples:

Product reviews,

Social media shares,

News articles,

SEO rankings.

Goal: To gain trust and credibility through authentic word-of-mouth.

What's Influencer Marketing in Retail and its purpose and who can it be

A paid media strategy using influencers to deliver brand messages to targeted audiences.

Purpose: It aims to do three things that regular ads struggle with:

Reach more people

Stay relevant to the audience

Be more credible or trustworthy

Who Can Be an Influencer?

Celebrities: Famous people who reach global audiences.

Experts/Specialists: People with authority in a specific field.

Micro-influencers: People with smaller but more loyal followers, often in niche areas.

Everyday Consumers: Regular people with engaged social media followers.

Retail Channel is

It is the way a retailer sells and delivers value to customers

What are 4 types of retail channels and its strength

1. Store-based

Examples: Zara, IKEA, Carrefour

Main Benefits: Sensory experience, ability to touch and try products, and instant purchase.

2. Online / Mobile

Examples: Amazon, Zalando, Shein

Main Benefits: Convenience (shop anytime, anywhere), wide product range, and personalized recommendations.

3. Social / Digital

Examples: TikTok Shop, Instagram Shop

Main Benefits: Easy product discovery, peer influence, and shopping through social media engagement.

4. Other Nonstore

Examples: Catalogs, vending machines, direct selling

Main Benefits: Accessibility for all users and the ability to reach niche or remote markets.