The impact of interactive product marketing on sales conversions: An evaluation of an online retailer in Abuja.
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- NGN 5000
Background of the study
Interactive product marketing involves engaging consumers through digital interfaces that allow for real-time interaction with product information. For online retailers in Abuja, interactive marketing strategies such as live chats, virtual try-ons, and interactive product demos have become essential tools to boost sales conversions. These strategies create a dynamic shopping experience that enables consumers to explore product features, ask questions, and receive personalized recommendations, thereby reducing purchase hesitation (Umeh, 2023). The immediacy and engagement provided by interactive marketing facilitate a deeper understanding of product benefits and foster consumer confidence in the buying decision. Recent advancements in technology have further enhanced the effectiveness of these strategies by integrating augmented reality and artificial intelligence, which provide tailored experiences that mirror in-store interactions (Okafor, 2024). Evidence suggests that interactive elements not only improve customer satisfaction but also lead to higher conversion rates, as consumers are more likely to make purchases when they feel actively engaged in the process (Chinwe, 2023). This study evaluates the impact of interactive product marketing on sales conversions, examining the mechanisms through which digital engagement translates into measurable sales outcomes for online retailers in Abuja.
Statement of the problem
Despite the increasing adoption of interactive product marketing, online retailers in Abuja face challenges in quantifying its direct impact on sales conversions. Many retailers invest in interactive technologies without a clear understanding of their return on investment, and factors such as technological glitches, user interface design, and varying consumer digital literacy can undermine effectiveness (Adeniyi, 2023). There is a significant gap in research linking interactive engagement with measurable sales improvements, leading to uncertainty in strategy optimization. This study addresses these issues by investigating the relationship between interactive marketing features and sales conversion rates, aiming to identify the critical components that drive consumer engagement and purchase decisions, as well as the barriers that limit their effectiveness (Nwankwo, 2024).
Objectives of the study:
To assess the effect of interactive marketing on sales conversion rates.
To identify key interactive elements that drive consumer engagement and sales.
To propose strategies for optimizing interactive marketing for online retailers.
Research questions:
How does interactive product marketing influence sales conversions?
What specific interactive elements are most effective in driving sales?
What challenges hinder the effectiveness of interactive marketing strategies?
Significance of the study
This study is significant as it bridges the gap between digital engagement and sales performance in online retail. The insights derived will aid online retailers in Abuja to fine-tune their interactive marketing strategies to enhance sales conversions and improve customer experience. By pinpointing effective interactive elements and addressing common challenges, the research provides a valuable framework for digital strategy optimization (Eze, 2023).
Scope and limitations of the study:
This study is limited to evaluating interactive product marketing strategies for a single online retailer in Abuja, Nigeria, and does not cover other marketing approaches or regions.
Definitions of terms:
Interactive Product Marketing: Digital strategies that facilitate active consumer participation in product exploration.
Sales Conversions: The process by which potential customers complete a purchase.
Online Retailer: A business that sells products through digital platforms.
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