Non-digital book, music, film and games retailers can no longer survive

Advancement of technology has lead to digitalization of every product and services used by consumers of which the paper focuses on games, music, films and books. The paper further aims at establishing the fact that non-digital retailer can no longer survive in future after observing the benefits digitalization has brought on people. The fact that digital retailers will excel in future and the non-digital ones will fail in the longer term has been analyzed in the paper from the aspect of competitive advantage, consumer behaviour, customer relationship management and digital marketing practise. Based on this, the researcher provides recommendations to the non-digital retailers using which they can survive in the market. Some of its suggestions include arrangement of moving chairs in movie halls and distribution of free books by the authors to the readers using which the non-digital retailers can establish their place in the market. The mix of traditionalism and digitalization can also help the retailers to attract their potential customers.

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