A CASE STUDY–DRIVEN MODULAR ARCHITECTURE FOR SMART RETAIL MARKETING AUTOMATION IN SRI LANKAN SMES
H.R. Anjana1*, K. Subangi2, S.A.M.P. Subhasinghe3, R.M.R.L. Rathnayaka4, K.P.Y.K. Jayalath5, D.A.S. Ruwanmini6 and D.L. Samarasinghe7
1,2,3,4,5,6,7Institute of Technology, University of Moratuwa, Homagama, Sri Lanka
Session: Technical Session C
Abstract
Retail small and medium-sized enterprises in Sri Lanka often face challenges in obtaining competitive advantages against large-scale businesses due to poor market automation strategies and technologies suited to their landscape. This paper presents the modular architectural design of a smart retail and marketing automation system developed as a case study for May Fashion, a mid-sized garment retailer. The research follows a design science methodology incorporating stakeholder interviews, observations, and comparative analysis as a qualitative study. Results indicate a proposed modular architecture that can be adapted to similar SMEs across developing economies, based on the May Fashion case study. The architecture is informed by system requirements derived including data driven , behaviour-based segmentation, automated campaign schduling and execution, PoS integration, dynamic analytical dashboard and CRM features from challenges identified through qualitative methods. The proposed modular architecture consists of distinct components such as customer segmentation, campaign automation, and analytics dashboards. Findings from the May Fashion case study suggest that the system design can significantly reduce manual effort in campaign execution, improve personalization, and enable SMEs to integrate POS data for data-driven marketing.
Keywords: smart retail, marketing automation, small and medium enterprises , modular system architecture
DOI: 10.64752/IWYP5273