RETAIL MARKETING OF SMALL FORMAT COMMERCIAL INSTITUTIONS

Abstract

Retail trade has always been an extremely dynamic industry, especially in terms of innovation in both products and business models, in the application of technologies and marketing tools, in the digitalization of retail processes and the rapidity of the transition to hybrid forms of sales. The speed of introduction of new marketing technologies is increasing, so Ukrainian retail companies of various sizes and formats need to take into account the experience of foreign retailers, both hypermarkets and large supermarkets, as well as stores in the "convenient store" format. Each player in the retail trade must understand his responsibility for the formation of purchase loyalty - repeat purchase depends on the location, assortment, service, convenience and positive experience of visiting a particular store. The content of marketing of trade enterprises is determined by the nature of the trade enterprise's activity, the format and form of the organization of trade, the sources of purchase of goods, the composition of buyers and many other factors.
 For retail, marketing innovations and constant changes are not just a necessity, but also an opportunity to rethink work processes and business development; implementation of modern technologies, integration of new products, business models and quick response to customer wishes. When choosing new technologies and innovative solutions for small retail formats, it is advisable to focus on relevant marketing technologies, tools and cases, to pay attention to the size of the store or network, the average area of retail outlets, and the matrix of products they are effective for.