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Technological up gradations and changes in the overall economic scenario has changed the overall dynamics of retail practices and consumer base. Professionals in organizations are looking for consumer insight s to enhance the profitability and growth index of their businesses. They are working with their clientele to have a better knowhow on the beliefs, attitudes and notions shared by consumers throughout their purchase making journey. Various tools and techniques from the vicinity of interdisciplinary approaches and research base are used, that could help clients to generate a holistic view of their consumers - one that could develop their product better, making it more promising and successful. The paper is highlighting how e-commerce is overpowering other sectors in terms of growth and is expected to reach new heights in the current digital era driven by huge investment in the sector, hiking internet user base and changing economic scenario of the country. This digital era retail will soon bridge the gap to come at par with the traditional physical retail in the next few years. Retailers in India need to get ready to keep up with use of technology or digitalization in retail. Digitalization in businesses or retail was a choice earlier, but now it has become a necessity. [ABSTRACT FROM AUTHOR]