Abstract
The article discusses theoretical issues related to the opportunities for the implementation and use of digital services for personalized nutrition in the COVID-19 pandemic. The author considers current problems of the Russian grocery retail market and current trends in changing consumer preferences. The advantages of retailers’ focus on meeting customers’ needs for personalized and healthy eating are described. A variant of personalized nutrition digital service architecture is developed and presented, architectural components are characterized, and classification of data sources for personalized nutrition plans is given. We have made a conclusion about the possibilities for food retailers to gain competitive advantages by implementing digital services for personalized nutrition.
Highlights
The article discusses theoretical issues related to the opportunities for the implementation and use of digital services for personalized nutrition in the COVID-19 pandemic
We have made a conclusion about the possibilities for food retailers to gain competitive advantages by implementing digital services for personalized nutrition
New Epsilon research indicates 80% of consumers are more likely to make a purchase when brands offer personalized experiences // Epsilon [Электронный ресурс] // Режим доступа: https://www.epsilon.com/us/aboutus/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offerpersonalized-experiences (дата обращения: 10.10.2021)
Summary
We have made a conclusion about the possibilities for food retailers to gain competitive advantages by implementing digital services for personalized nutrition. Первый уровень содержит источники и инструменты сбора данных, которые являются входом для разработки персональных рекомендаций по питанию (таблица 1). На втором уровне система обрабатывает собранную информацию и применяет ряд фильтров для сужения базы продуктов и блюд, оставляя только те из них, которые соответствуют персональным особенностям клиента.
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