Trends in the development of retail in Ukraine during the COVID-19 pandemic

Abstract

The purpose of the article is to substantiate the current trends in the development of retail, taking into account the peculiarities of its operation in Ukraine during the pandemic COVID-19. Methodology of research. The solution of the tasks set in the article is carried out with the help of the following general and special research methods: analysis and synthesis, systematization, comparison and generalization, dialectical approach. Findings. The retrospective analysis allowed to determine the impact of macroeconomic factors on the development of pre-quarantine network retail and during the period of restrictions associated with the COVID-19 pandemic. The modern trends of network retail development are offered and substantiated taking into account the peculiarities of its functioning in Ukraine during the COVID-19 pandemic, among which are highlighted such as consumer experience and consumer behavior, development of omnichannel, application of digital technology in customer service, attracting potential customers and retention. existing. It is determined that the pandemic has changed the traditional business processes of network retail. The study found that the competitiveness of those retailers who develop the concept of omnichannel, have a well-established supply chain, effectively manage relationships with suppliers, use technologies related to the use of Big Data, use analytics for dynamic pricing, demand forecasting and purchasing research audiences, increase the efficiency of operational processes. The directions of improvement of network business in Ukraine in the conditions of pandemic influence are offered, in particular, the necessity of improvement of interaction with state and local government bodies on effective cooperation under the existing conditions, optimization of business processes connected with functioning of a chain of production, inventory management is defined, suppliers, pricing strategy, organization of delivery and operation of warehouses, promptly ensure the safety of employees and customers, introduce new protocols. Practical value. The proposed recommendations are aimed at identifying new opportunities for the resumption of growth of Ukrainian network retail in the realities of the COVID-19 pandemic and the current economic situation. Keywords: network retail, pandemic, adaptation, consumer behavior, omnichannel, business processes. REFERENCES 1. Sayt Derzhavnoyi sluzhby statystyky Ukrayiny [Website of the State Statistics Service of Ukraine]. 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