Agile Marketing and Future of Indian Retail Industry – A Review

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Dr. Deepali Shahane, Dhananjay Shahane, Dr. Mahesh Kolte


Agile methodology is adapted now in many industries globally. The robust framework has converged to critical factors affecting the success of a project around people, processes, organization culture. Globally distributed teams collaborate using improved technology, and communication methods effectively. The involvement of senior management and key stakeholders has shifted to the program manager’s level. 

Certain businesses like retails, operations, and the manufacturing sector use agile and remain unmapped. Post-Covid -19 pandemic restrictions on travel, operating hours for shops, and free movement of people had a deep impact on the retail industry. Consumer behavior has seen a significant shift from typical operation hours to 24/7 online stores.  Accessibility to the internet and the use of mobile phones have opened up new opportunities. Product availability in stores, at warehouses, and its logistics, have faced different challenges that we have never seen before.

The use of IoT smart sensors has become affordable. Retailers want to keep their consumers engaged and happier on shelves to enable them to be brand ambassadors. Online purchases have become the new normal. Consumers’ experience has seen a shift over time due to the introduction of digital marketing and noticed a behavior change in the way consumers refer to, search, purchase, use the product and expect after-sales behavior in omnichannel and multi-brand stores.

This paper refers to using Agile methodology and IoT technology in the Retail industry. This case study based on a dipstick survey also shares pilot project findings, the feasibility of RFID-based inventory management, and its effectiveness while adopting Agile in the Retail Industry in developing countries like India.


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