Modern Economics & Management Forum

New retail, as a new business model combining online e-commerce and offline physical shops, is gradually changing consumers' shopping habits and enterprises' marketing strategies. In the context of digital marketing, new retail enterprises need to focus not only on product sales, but also on user experience and brand building. The digital marketing model provides enterprises with a wealth of tools and platforms, such as social media, search engine optimisation (SEO), content marketing, etc. These tools can help enterprises reach their target customers more effectively and improve marketing effectiveness. Based on this, this article studies the marketing strategies of new retail enterprises under digital marketing mode for reference.