АКТУАЛЬНІ ПИТАННЯ АВТОМАТИЗАЦІЇ ТОРГОВЕЛЬНИХ ПРОЦЕСІВ

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Problem statement. The automation of trade processes is included in external factors that determine a high level of quality of trade service, which leads to the satisfaction of consumers with the services received and ensures the formation of loyalty on their part. Automation not only simplifies the performance of certain trade and technological operations, but also allows you to accumulate data on purchasing behavior, facilitating contact with the consumer at all stages of interaction. Research results. Quite often, the automation of trade processes is associated only with the simplification of individual operations using barcode marking, however, the functionality of the software solutions that is offered on the market is much broader, what allows you to link equipment and services into a single system through appropriate integration protocols. Trade software is usually divided into two groups of solutions - front- and back - office , which is determined by the functions performed and the place in the interaction between the trade enterprise and the consumer. Based on a critical analysis, key factors that affect the feasibility of automation of trade enterprises and the choice of appropriate software are identified, which include: financial resources; the type of market in which the enterprise operates; form of sale; types of products in the assortment; the structure of the retail trade network; legislation; infrastructure. The advantages of automation are obvious for all participants of the trading process, which is determined by the offered set of software functions and the availability of additional modules. In addition, the automation of trade processes implies the presence or possibility of CRM integration, which should be understood as a certain set of information technologies that make it possible to accumulate and use information during the entire period of interaction with consumers to ensure effective relationship management. Conclusions. The process of automating trade processes is important from the point of view of ensuring the competitive advantages of trade enterprises. Prospects of automation and approaches to the implementation of complex projects, improvement and modification of existing software solutions require clarification and are of scientific interest from the point of view of further research.