CURRENT TRENDS IN THE USE OF DIGITAL TECHNOLOGIES IN RUSSIAN RETAIL
УДК 339.3:004
Abstract
Russia is one of the three world leaders with professional competencies in digital technologies. In domestic retail, as well as in the world, there is a regular increase in the pace of digitalization. This is due to the fact that consumers are increasingly using digital solutions. To successfully compete in the market and meet customer needs as effectively as possible, retailers need to continuously implement innovative technological solutions in their activities. They are introducing digital technologies in order to update and diversify business processes. Retail is an industry characterized by a high level of innovation. Artificial intelligence technologies, especially generative artificial intelligence, are becoming an integral part of the retail sector. For retail, one of the most popular applications of machine learning is the organization and conduct of marketing campaigns and customer analytics. Retailers are actively implementing modern shopping methods such as mobile payments, integration of virtual and augmented reality technologies, and the use of QR codes to improve both the digital and direct shopping experience. Fragmented reality is becoming an integral part of e-commerce, helping to narrow the gap between the digital and physical shopping experience. New sales channels will be used throughout 2024 to further improve customer relations and increase loyalty. Chatbots, game mechanics and other marketing tools for customer interaction are new points of business growth. The purpose of the study is to study the key directions of the introduction and use of digital technologies by Russian retail companies, as well as to identify the most promising trends in their development.
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