DARK STORES MARKETING: UNDERSTANDING CUSTOMER PREFERENCES

Dark stores are warehouses or retail outlets used only for fulfilling online orders. In India, they are becoming 
important for retail expansion because they help companies deliver products faster and manage inventory more 
efficiently. The model supports quick-commerce and Omni channel retail by improving last-mile delivery and 
reducing the costs of traditional physical stores. 
The study explains how dark stores work, including their location strategy, technology use, and supply chain 
management. It also discusses challenges such as high real-estate costs and demand forecasting. Overall, dark 
stores are emerging as a key strategy for retailers in India to increase efficiency, improve customer satisfaction, 
and achieve profitable growth in the digital retail market.