ОЦЕНКА ЦИФРОВОГО КЛИЕНТСКОГО ОПЫТА И ЛОЯЛЬНОСТИ ПОКУПАТЕЛЕЙ ПРИ ПОКУПКЕ ТОВАРОВ ОНЛАЙН

Abstract

The article presents the results of a statistical study of the dynamics of the development of digital skills of the Russian population, as well as studies the trends of changes in their involvement in the digital space when searching and buying goods in real time. The features of the development of digital skills and consumer preferences in the online purchase of goods by representatives of four main generations are investigated: Baby Boom, X, Y, Z. The influence of digital technologies on the change of the consumer value chain has been studied. An integrated system of determinants for assessing online customer loyalty has been developed, which includes six determinants and allows for a comprehensive assessment of the level of customer loyalty during online purchase of goods and to determine directions for improving communication with customers. The methodological tools for the integral assessment of the level of online customer loyalty are given, which allows identifying the level of such loyalty, as well as evaluating the effectiveness of online sales organization from the consumer’s perspective and determining ways to improve interaction with him in the digital environment. A model of the formation of an omnichannel marketing strategy is obtained, which takes in to account integrated marketing channels available to the consumer, covers the full cycle of sales funnel management, takes in to account the segment of the target audience and allows effective interaction with the consumer in the digital environment.