Paper Key : IRJ************899
Author: Venkatesh Dhangar,Anil Sharma
Date Published: 05 Apr 2025
Abstract
The effectiveness of personalized marketing strategies in e-commerce platforms, focusing specifically on Myntra, one of India's leading online fashion retailers. Personalization has become a key driver of consumer engagement, with e-commerce businesses leveraging data analytics, machine learning, and consumer behavior insights to tailor their marketing efforts. This research evaluates how personalization influences customer satisfaction, purchase behavior, and overall brand loyalty in the context of Myntra's marketing approach. By conducting both qualitative and quantitative analyses, including customer surveys and data analysis from Myntras platform, the study assesses the impact of personalized recommendations, targeted ads, and customized email campaigns on user engagement. The findings indicate that personalized marketing significantly enhances user experience, leading to increased conversion rates and higher customer retention. The paper concludes by discussing the challenges Myntra faces in implementing effective personalization and offering recommendations for future strategies to optimize customer engagement in the competitive e-commerce sector.
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