STATE AND PERSPECTIVES FOR DEVELOPING INNOVATIONS IN RETAIL TRADE

Abstract

In the retail trade sector, the introduction of innovative retail technologies with the use of personal computers, the Internet and smartphones is becoming increasingly important. The relevance and practical significance of the research is due to the fact that today, all over the world, and in Ukraine as well, there is a gradual saturation of the retail market. In the face of growing competition, retailers are forced to introduce new innovative forms of retail technology based on modern information technologies. The purpose of the article is to study the state and prospects of retail trade in the context of the introduction of innovative retail technologies and further digitalization life of society. The article proves that during 2015-2017 the Internet-supermarket “Rozetka.ua” takes the first place among the domestic retailers of the brand, as the company is the flagship in the retail online trade. It is substantiated that as a result of the digitalization of retail technologies, in particular the opening of the first store without cash desks and sellers, “Amazon” (USA) has the largest potential for growth in European retail trade. In the retail trade sector all over the world, as well as in Ukraine, the main tendencies were determined. Thus, to digitalization of retail technologies, in addition to the traditional purchases of all product groups in online stores and through relevant mobile applications in the smartphone, the introduction of non-contact payments “GooglePay” and “ApplePay”, virtual reality stores and non-cash stores and merchants were added. Raiders that are intensively implementing innovative IT-based technologies have the largest potential for growth in Europe, with the American company “Amazon”, respectively, in Ukraine – “Rozetka.ua” and “Citrus”. The introduction of digital technologies, which is an irreversible step in the development of a modern company, is not yet a destructive factor in the chain of communication between the seller and the buyer.