Методика оценки уровня готовности розничной торговли в России к процессу цифровой трансформации

Abstract

Chain of events 2019–2022 (COVID-19, sanctions, rising inflation, import substitution policy and economic situation in the market) have had a significant impact on consumer behavior. Many consumers have started to shop online more often than offline stores. Consumer preferences and active adoption of digital technologies by market leaders set the vector of overall digitalization and require companies in the industry to adapt in three areas: customer service, business processes and business models. In order to develop a personalized digital transformation strategy that takes into account a company's strengths and weaknesses, it is necessary to assess the level of digital maturity. The study analyzed the most well-known methodologies for assessing digital transformation, which revealed a number of short-comings, such as the lack of assessment of investment potential and the current level of implementation of digital tools, as well as insufficient attention to the security of digital infrastructure. The authors have developed a new system for assessing the level of digital transformation. The proposed criteria can be interpreted to make further strategic, managerial decisions regarding the implementation of digital technologies at the enterprises of the industry. Taking into account the results obtained, it is necessary to assess the level of digital maturity taking into account the prioritization of tasks and the dynamic nature of digital transformation. This will allow choosing the most relevant strategy on the data-driven retailing matrix.