In many countries, the retail business is one of the biggest contributors to the Gross Domestic Product (almost 20% of  US GDP) and its contribution has increased as compared to past and is also increasing by leap and bounds. This demonstrates that Retailing is a driving force of the economy and its ambition is to encourage sustained growth.

At the present time, the retail world employs maximum people. As per an estimation, one in nine of the workforces is employed in the retail industry. Moreover, two third of the total workforce in the retail world is women and more than half employees in retailing are part-time employees, which provides flexibility to workers to adapt to the particular needs of any employer.

Because of the importance of retailing more and more emphasis is being paid to the area of retailing. Retailing is a separate subject of studies like management and marketing. researches have been conducted and professionals being hired to make this sector flourish.

The life style of the people is shaped by Retailing what places it as an integral part of modern society: People highly depend on retail stores to lead a comfortable life.

And, In the 21st century we are faced with a consumer saturated with products, increasingly aware of sustainability.

For this reason, retail has opted to generate shopping experiences as an alternative to the product offer.

We are facing an exciting and complex professional challenge, since multidisciplinary collaboration is necessary for this.

Are we capable of changing our work habits and acquiring the necessary knowledge to give an effective response to this new environment? Are we motivated to professionalize? Will we be able to work as a team?

Our buyer is saturated with information: It's going to be hard for us to get their attention. He us also often misinformed and therefore lacking in confidence. This will be our first challenge.

The questions we must ask ourselves are the following: What will the customer perceive from the store we are developing? Can we get him to become a loyal customer? What experiences will you live? Will them be able to provoke acts of purchase?

In this program we will analyze the strategy and tactics to Attract Customers & commercially optimize customer experience to Engage Customers with the end goal of increase sales.

Specifically, we will work on the following points:

- Definition and scope of retail marketing

- Retail Marketing Mix Strategies (7Ps)

- Customer Journey.

- E-commerce platforms, multichannel and omnichannel retailing

- in store base retail marketing

- non in store base retail marketing

- crafting a retail marketing strategy

- International commercial scenario in retail, the new paradigms