📄 Abstract
The rapid adoption of digital technologies is transforming traditional brick-and-mortar clothing retail stores by changing the way consumers search for information, interact with retailers and make purchase decisions. The present study examines the digitalisation of brick-and-mortar clothing retail stores, with particular emphasis on consumer buying behaviour, digital payment facilities and shopping experience. The study adopts a descriptive research design and is based on both primary and secondary data. Primary data were collected from 100 consumers in Udupi district of Karnataka using a structured questionnaire and convenience sampling under the non-probability sampling technique. The data were analysed using percentage analysis, frequency distribution, cross-tabulation and the Chi-Square test. The findings indicate that digitalisation has a positive influence on consumer buying behaviour and the shopping experience in clothing retail stores. Younger consumers constitute the major user group of digital retail features, while older consumers show comparatively lower engagement with such technologies. Digital payment facilities are widely accepted across different income groups and are perceived as convenient and beneficial during clothing purchases. Digital billing systems, online product information, social media promotions and the integration of online and offline shopping channels contribute to greater convenience, accessibility and improved shopping experiences. The findings further indicate positive consumer attitudes towards virtual trial rooms and smart retail technologies. Consumers generally prefer an integrated or hybrid retail model that combines the advantages of digital technologies with the physical store experience rather than a completely digital shopping environment. Overall, the study highlights that digitalisation is emerging as an important component of modern clothing retailing, influencing consumer preferences, purchase decisions and expectations regarding the future of brick-and-mortar stores.
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📚 How to Cite:
Dr. Nayana L M, Ms. Ashwini U U , DIGITALISATION OF BRICK-AND-MORTAR CLOTHING RETAIL STORES: AN EMPIRICAL ANALYSIS OF CONSUMER BUYING BEHAVIOUR AND SHOPPING EXPERIENCE , Volume 12 , Issue 8, August 2026, EPRA International Journal of Multidisciplinary Research (IJMR) , Pages: 808 - 817 , DOI: https://doi.org/10.36713/epra31365