Retail marketing mix is ​​about choosing the optimal combination of marketing mix elements and integrating and strategically formulating methods to satisfy the target audience, establish brand positioning and create value in the market. The marketing mix is ​​intended to coordinate the elements of the mix and create distinct images in the consumer's mind about each store. How our customers perceive and value proposition of our retail store is influenced by how we design our marketing mix. It completely depends on the market we operate in and the type of customers they serve. The optimal combination helps the retailer better stand out from the competition in the retail market. Here we discuss the marketing decisions that need to be made in the areas of marketing mix elements. NEW RETAIL ENVIRONMENT The rapidly changing macro and micro environment, consumer expectations and competition have led to several changes in the retail industry. Today the consumer has more sophisticated expectations regarding the product and the service; value and environment that they were 3-4 years ago. In India, growing urbanization, rising youth market with high disposable income and economic liberalization have supported the rapid growth of organized retail and influencing changes in the retail market. New forms and combinations of retail: To meet the ever-increasing demand of customers with a variety of new retail stores, forms have emerged. Now you could have a coffee in the bookstore. You could avail the facility of grocery stores at petrol stations. Growth of cross-type competition: Discount chains like Walmart are expanding into product areas like apparel, health, beauty, and appliances, and so department stores have to worry about these emerging technologies. .... half a card ......and pay more easily.Using QR code technology: scan the item for purchase with your mobile phone and get the item delivered to your home• Global profile of major retailers: retailers are increasingly making a presence outside their countries of origin with strong brand positioning. Walmart operates more than 3,600 stores outside the United States, where it does 25% of its business. • Growth of Shopper Marketing: Research now suggests that 70-80% of purchasing decisions are made in stores. So the need to stimulate customers and influence them is recognized by companies as a way to increase sales. Where and how a product is displayed and sold can have a significant effect on sales. Additional communication options are available through in-store advertising such as Wal-Mart TV. Some use glasses-like devices that record what customers see by projecting infrared rays onto the wearer's retina.