ДОСЛІДЖЕННЯ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ У СФЕРІ РОЗДРІБНОЇ ТОРГІВЛІ В УМОВАХ COVID-19

Abstract

The approaches to the interpretation of the concept of «marketing communication» in modern business conditions are singled out. The authors propose to consider this concept as an enterprise activity related to advertising, sales promotion, event sponsorship, public relations, direct, interactive, referral marketing, omnichannel interaction with consumers, digital transformation of the enterprise and fintech ecosystems. The development trends of the essential commodities market and some aspects of goods promotion in retail networks in the conditions of Covid-19 are analyzed. The turnover of retail trade in Ukraine and Lviv region in January-September 2021, monthly expenses for home food in Ukraine in the first quarter of 2021 are studied. It is established that for the 1st quarter of 2021 the equivalent total soaring per person averaged UAH 91.55. for one day. The dynamics of prices for basic necessities in Ukraine in 2021 is presented (in% from December 2020 to September 2021). Analyzing the prices of essential goods from December 2020, it was proved that egg prices fell sharply to -20% from May to August, and prices for sunflower oil rose sharply from March to September 2021. Online and offline tools for promoting retail networks in Ukraine are systematized. It is important to use and develop the system of online tools for promoting local product networks in the conditions of Covid-19, in particular «blogging», prize drawing and promotional offers in social networks, mail advertising related to loyalty programs, posting projects on crowdfunding platforms (indirect advertising) with the possibility to attract investments, sms-advertising or viber-advertising through the CRM-system of the enterprise, Internet advertising. The peculiarities of the functioning of the marketing communications system in the sphere of retail trade in the context of digital transformation and the CRM-systems using of enterprises are investigated. The authors propose to understand the development process of marketing communication system in the conditions of Covid-19 pandemic through the prism of the triad «health-security-mutual aid».