This study evaluates the impact of digital marketing tools on the buying decisions of Next plc customers in the retail industry. It analyzes the role of digital marketing, factors affecting customer decision-making, and recommends strategies for digital marketing. The study uses an inductive approach and qualitative research type to analyze the impacts of digital media tools on Next plc customers' decision-making. Thematic perception test technique will be used for data analysis. The study also considers ethical terms of research and expected findings.