Цифровий маркетинг та дизайн вражень у роздрібній торгівлі

Abstract

The rapid spread of digital technologies, changes in consumer behavior, and the growth in the number of online users have led to changes in the business models of retail enterprises. Among them, the most common are: online store, electronic bulletin board, electronic market­place, price aggregator. These business models involve the use of digital marketing methods and instruments. At the same time, taking into account the principle of omnichannel in digital marketing, it is important to ensure that consumers can make purchases in physical stores. Such additional opportunities will allow forming positive impressions of consumers. The aim of the article is to justify digital methods and instruments in creating consumer impressions. When conducting the research, general scientific methods of analysis and synthesis, system-structural analysis, comparison, systematic, logical generalization were used. The article proposes to apply the concept of impression design, which allows you to align the goals and instruments of digital marketing with interaction points on the consumer’s digital journey by areas of impression detection. This ensures the formation of a unique experience for each user based on positive impressions that are planned by the enterprise. For impression planning, it is important to form a list of interaction points based on the constructed CJM-map of the consumer’s path. Simultaneously with the methods and instruments of digital marketing of retail enterprises, it is recommended to use the latest approaches in planning consumer experiences, which includes the design of experiences. The design and delivery of planned experiences occurs at every interaction point in the consumer journey in the digital environment, both online and offline. Knowledge of the target audience and systematic work on identifying shortcomings and their elimination at each point of interaction will contribute to the formation of positive impressions, sustainable associations with the brand, improving the image and improving the user experience. This will help to achieve the goals of digital marketing and business as a whole.