Omnichannel strategy of digital transformation of retail trade enterprise: from concept to implementation

• Proskurnina, Nadiia V. ^[1] ; Shtal, Tatyana V. ^[1] ; Slavuta, Olena I. ^[2] ; Serogina, Daria O. ^[2] ; Bohuslavskyi, Viktor V. ^[3]
  1. [1] Department of International Economics and Management of Foreign Economic Activity, SIMON KUZNETS KHARKIV NATIONAL UNIVERSITY OF ECONOMICS
  2. [2] Department of Economics, O.M. BEKETOV NATIONAL UNIVERSITY OF URBAN ECONOMY IN KHARKIV
  3. [3] Department of Special Physical Training, DNIPROPETROVSK STATE UNIVERSITY OF INTERNAL AFFAIRS

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• Localización: Estudios de economía aplicada, ISSN 1133-3197, ISSN-e 1697-5731, Vol. 39, Nº Extra 6, 2021 (Ejemplar dedicado a: Special Issue: Innovative Development and Economic Growth in the CIS Countries)
• Idioma: inglés
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• Resumen

  • The development of a strategy for the digital transformation of organizations is a pressing topic, since in a situation of economic crisis and quarantine restrictions, entrepreneurs are forced to react quickly by implementing a new trading model. The purpose of the article is to analyse in practice the application of theoretical and methodological aspects of digital transformation. The leading research methods became omnichannel approach and business analytics. The article proposes an omnichannel concept of retail in the era of digital transformations. Emphasis is placed on the following issues: customer support throughout the product life cycle via all integrated channels; integration of cyberphysical management systems “smart” trading environment; expansion of digital services both with buyers and with all stakeholders; involvement of the final consumer in the trading process. The main stages of the strategy of digital transformation of the retail enterprise are offered. Opportunities, risks and competitive advantages of digital technologies application are considered. Emphasis is placed on the connection of managed digital resources and the formation of skills of a team of performers led by a leader. It is determined that the use of Internet marketing in the retail network of pharmacies is characterized by advanced multichannel tools and processes. The competitors of the add.ua domain and directions of analysis of their effective key words, advertisements and key indicators are investigated.