Advantages of using Omni-channel marketing technologies in the field of trade

Abstract

The article identifies current trends in retail development in the context of digitalization. The influence of information technologies on the sphere of trade and changes in consumer behavior was shown. The main elements of digital business transformation were analyzed. One of the main elements of customer-centricity is identified, i.e., the Omni-channel approach to communication with the consumer, which allows the buyer to choose the preferred channel of interaction. The Omni-channel approach to marketing is based on adapting various communication channels to work with consumers. A review of the scientific literature on innovative and Omni-channel marketing was carried out. It was concluded that there is no single point of view on the development of Omni-channel marketing in the researches. This research contains an analysis of the tools and risks of implementing an Omni-channel marketing strategy in trade organizations-a relatively recent phenomenon not only for the Russian market but also for many researchers, that has serious development prospects. The paper defines the impact on the achievement of competitive advantages in the transition to a new strategy of communication and sales management. The article describes the transition from traditional to innovative sales. A comparative description of traditional, multi-channel and Omni-channel sales was given. The advantages of the Omni-channel sales method in comparison with the traditional and multi-channel ones were revealed. Increased competition, further development of information technologies and integration processes in the commodity circulation market will soon lead to an increase in the frequency of use of Omni-channel marketing technologies in trade.