Arranging Features of Marketing of Grocery Chain Retailing in the Context of New Trade Formats

Abstract

Chain retailing is one of the most actively developing sectors of the Russian economy. Moreover, its condition has long been at a sufficiently high level of development to consider in detail the technology of an integrated, systematic arrangement of marketing analysis work. Modern practice shows that traditional retailers operating in classic trading formats do not pay enough attention to progressive marketing tools. According to the leaders of the grocery chain retailing, marketing efforts in this segment of the retail market are ineffective. In addition, current events related to the pandemic are making their own adjustments to the development of retail in the food market. It is this segment of the chain business that suffered the greatest losses. The article deals with the analysis of the state of the grocery retailing in the pandemic and post-pandemic periods. Marketing actions and tools used by representatives of the chain retailing, as well as its arrangement in the context of new trade formats are analyzed. The possibility of applying a new strategy of interaction between grocery retail representatives and suppliers, manufacturers is considered. Marketing ways of increasing the efficiency of retail chains in the grocery market are suggested.