This study investigates the influence of digital marketing strategies on consumer behavior in the retail sector of Bangalore city, with a focus on key touchpoints such as website/app usability, influencer marketing, personalized recommendations, and online promotions. A structured questionnaire was distributed among 190 urban retail consumers using convenience sampling to capture real-time digital engagement patterns. The research employed a quantitative methodology, leveraging descriptive statistics, correlation, and regression analysis to examine how these digital strategies affect consumer decision-making in the retail domain. The demographic insights revealed that middle-income, digitally active salaried professionals form a significant portion of the urban retail audience. Reliability analysis using Cronbach’s Alpha confirmed strong internal consistency across digital marketing variables. The correlation analysis identified strong interdependencies between digital marketing tools and purchase behavior in the retail sector, while regression results showed that personalized recommendations and customer loyalty were key predictors of buying decisions. The findings underline the strategic importance of targeted digital marketing campaigns for retailers seeking to improve engagement and conversion rates. To maximize effectiveness, retailers should invest in user-friendly platforms, relevant digital content, and AI-powered personalization
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