Russian Retail Research Articles

Российский ритейл и популяризация принципов устойчивого развития ESG

The article discusses the main tasks of Russian retail, which is the task of achieving a balance between profit from trading activities and environmental support. The integration of the principles of sustainable development into all operational processes, from product quality control to waste disposal, creates an entire ecosystem of responsible business and lifestyle of people.

Factors in consumer choice of Russian retail chains’ private labels: The role of green attributes

The issues of green marketing, its impact on consumer behaviour, and the evolution of retail chains’ private labels (PLs) are well-covered in scientific literature. However, there is a lack of comprehensive research addressing the interconnection of these three aspects. The paper explores the factors affecting consumer decisions to purchase green private labels and identifies what product attributes Russian consumers associate with being green, i.e., safe for both the consumer and the environment at all stages of production, sales and disposal. The methodological basis of the study resides in relationship marketing theory, consumer choice theory, value perception theory and the concept of sustainable development. The data for the empirical study were obtained from in-depth expert interviews with retail chains’ representatives and respondents’ survey. The data were processed using correlation and regression analysis, as well as content analysis. The research results indicate that the price of private labels is not the sole factor in consumer choice: it is influenced by both socio-demographic characteristics of respondents and additional properties of PLs, including a set of green attributes, informative packaging, social orientation of private labels, etc. The findings of the study are valuable for planning marketing campaigns to promote PLs of retail chains.

Practical approaches to using KPI tools in russian retail business

Practical approaches to using KPI tools in russian retail business

Роль цифровых продуктов в развитии предпринимательства отечественного ретейла

The relevance of the research topic is due to the decline in the retail market, the development of digitalization of the economy and the steadily growing e-commerce market in Russia, which confirms the need to introduce digital products in retail. The purpose of the article is to determine the role of digital products in the development of Russian retail trade. Achieving the goal is determined by solving the following tasks: develop a classification system for digital products, prepare an analysis of the categories of digital products in retail, present the author’s definition of a digital product. The study analyzes industry development trends in the medium term. An important aspect of the study is the analysis of digital products necessary for integration into retail, based on the developed classification taking into account industry trends. The scientific novelty of the work lies in the development of: the author’s definition of a digital product, in the classification system of digital products, which contributes to the understanding of the role of digital products in modern retail trade and represents the theoretical value of the study. Consequently, determine the need for conducting further research aimed at enhancing the effectiveness of product management in real market conditions.

Идеология квалификации (аккредитации) инвесторов на фондовом рынке

Accreditation of investors is an unusual institution of civil and administrative law, since in fact one counterparty under a civil contract must make a quasi-administrative decision on the admission of another counterparty to civil transactions with itself and third parties, albeit based on the criteria provided by law. We discuss the first results of the investor accreditation reform that took place in Russia in 2020–2021. We have also summarised approaches to investor accreditation that have been developed in a number of foreign jurisdictions, with special attention paid to current Russian and American regulatory approaches and debates on these issues. We propose, taking into account a reasonable transition period, to completely switch to the qualification of investors only on the basis of an assessment of their real knowledge based on tests and professional certificates, as well as on paid personal income tax from stock transactions, abandoning all other qualification criteria. This will require, among other things, complete re-accreditation of all Russian retail investors. Testing should be carried out by organisations independent from brokers.

СОБСТВЕННЫЕ КАНАЛЫ КОММУНИКАЦИИ КАК СПОСОБ ПРОДВИЖЕНИЯ ТОРГОВОЙ ОРГАНИЗАЦИИ

The article discusses one of the important areas of marketing work within a trade organization – communication with the consumer. It is emphasized that interaction with the target audience through its own communication channels helps to achieve many management goals facing a modern trade organization. The Russian retail sector is growing rapidly, new forms are emerging, and various sales channels are developing. The high level of market competition encourages trade organizations to actively use marketing promotion tools that generate customer interest and loyalty. The transformational processes of the business environment are closely related to the intensive development of e-commerce. Accordingly, communication channels in the Internet space have recently become the most extensive in terms of coverage, while the website of the trade organization and its presence on social networks play a special role. The main goals that a trade organization usually sets when communicating with consumers or the entire target audience are to provide information about the brand, form customer loyalty, inform about a product, service, promotion, special project, etc., effectively “rebuild” from competitors, stimulate customer demand, process objections, collect data for analytical work, etc. In order to effectively interact with customers through their own communication channels, it is necessary to think through a content strategy. Content strategy is the most important element of a trade organization’s competitive presence on social networks, which means that the quality of its development directly affects the results that communication in this channel brings. An effective content strategy provides for the following mandatory elements: a communication message (an idea that should remain in the audience’s memory after interaction), an archetype (a visual image reflecting the style of communication), a rubricator (defines the types of content used), as well as key performance indicators. A well-built mechanism of interaction with the customer audience through its own communication channels contributes to the active promotion of a trade organization in the modern commodity market.

Food processing with an expiring shelf life in Russian retail chains as a popular tool in the global green agenda

Food processing with an expiring shelf life in Russian retail chains as a popular tool in the global green agenda

ТЕНДЕНЦИИ ТРАНСФОРМАЦИИ РОССИЙСКОГО РЫНКА БЫСТРО ОБОРАЧИВАЕМЫХ ПОТРЕБИТЕЛЬСКИХ ТОВАРОВ

The article is devoted to the study of a number of aspects of the transformation of Russian retail. The study is aimed at identifying changes in the structure of demand, consumer preferences and identifying promising directions for the development of retail. Particular attention is paid to the fast-moving consumer goods market and new retailer formats. The study examines current trends in consumer preferences based on the concept of lifestyle. Highlighting the value of healthy eating and environmental responsibility has a signifi cant impact on consumption patterns. E-commerce and hard discounters are becoming topical areas of business development. The conclusions about the redistribution of distribution channels and the need to introduce new retail formats to ensure long-term business effi ciency are substantiated.

DIGITAL TOOLS OF BOOK AND READING PROMO-TION ON THE RUSSIAN BOOK MARKET

The article characterizes a set of applied tasks for the formation of consum-ers’ preferences, influence on consumer choice and stimulation of buying activ-ity on the Russian retail market of publishing production solved by the domes-tic firms in the context of internetization of marketing communications with the help of digital tools (including «book» blogs, experts’ recommendations, «literature» podcasts, mobile services and apps, interactive web advertising, «book» challenges, messenger marketing, contextual online advertising).

Retail trade in Russia — optimization of financial costs and increase in profi ts during the crisis

The scientifi c article presents the results of the analysis of retail trade in Russia and indicates some of the problems of the industry and their solutions. The article shows the current and promising strategies for optimizing fi nancial costs in the retail trade, which helps to increase the economic effi ciency of entrepreneurial activity. The main trends in the development of retail trade in the Russian economy are determined. The theoretical foundations of the concept of "fi nancial costs" are considered. The author's algorithm for the strategy of optimizing fi nancial costs in the retail business is proposed. Recommendatory measures have been developed to optimize fi nancial costs while ensuring an increase in the economic efficiency of entrepreneurial activities of small and medium-sized retail enterprises. The relevance of the scientifi c research on this issue is due to the fact that the economic efficiency and competitiveness of small and medium-sized businesses in the retail trade of the Russian economy depend on the eff ectiveness of fi nancial cost management. Thanks to the implementation of a high-quality strategy for optimizing fi nancial costs, an increase in cost-eff ectiveness and profi tability of entrepreneurial activities in the trading business is ensured. The object of the study is small and medium-sized enterprises in the retail trade. The subject of the study is the fi nancial costs in the Russian retail business.

Digitalization of management systems in retail industry: Russia in the context of global transformation

Digitalization today is one of the most relevant trends on Russian and world retail market that has repeatedly proven its efficiency not only in communications with consumers and store-level operations but also in organizational management. The purpose of the study is to conduct a comparative research of Russian and foreign practice of integrating digital technologies in management systems. The analysis has been based on author’s own model – “technology – management area” matrix – developed through a review of normative and scientific literature. It also has been carried out for ten largest retailers in Russia and ten ones in the world. As a result of the study, key current areas of management systems’ digitalization have been identified for both Russian and foreign retailers. Those areas between the ones, in which Russian companies have already reached global benchmarks, and the ones, in which Russian retail still retains potential for future development, have been distinguished. Recommendations for management systems’ digitalization in retail industry formulated by the author following the results of the analysis can be successfully used not only in research and methodological purposes but also in real-life business practice to increase efficiency of the process concerned.

Forecasting of financial risks of decline in profit and profitability of companies in the retail industry on the basis of correlation and regression analysis of macroeconomic factors

Aim. Development and realization of the innovative approach to forecasting of financial risks of profit and profitability decrease of retail industry companies on the basis of correlation and regression analysis of macroeconomic factors.Tasks. To identify and substantiate the macroeconomic risk factors of decrease in the retail trade turnover of the Russian companies of the retail industry; to develop a methodology of construction and build regression dependence of the total turnover of the companies of the retail trade industry in the Russian Federation (RF) on the macroeconomic factors; to define parameters of the analytical dependence of the retail trade turnover of the leading Russian retailers on the macroeconomic factors; to reveal and argue the position concerning the restrictions of application of correlation and regression analysis.Methods. The authors applied a systematic approach, providing a comprehensive study of the impact of macroeconomic factors on financial risks of profit and profitability reduction, as well as the correlation and regression analysis, methods of mathematical statistics and econometrics.Results. The methodology of estimation and forecasting of financial risks of profit and profitability decrease of the retail industry companies under the influence of external macroeconomic risk factors based on the use of the regression dependence of the retail industry companies turnover on the selected and grounded macroeconomic factors built in the present article is offered.Conclusions. The methodology of building regression dependences of retail turnover on external macroeconomic factors and the methodology of assessing the impact of these factors on the financial risks of reduced profit and profitability indicators proposed in the study are a methodological basis for forecasting changes in the results and efficiency of economic activities of companies in the retail industry and developing preventive measures aimed at reducing the financial risks of such companies. The quantitative assessments of the impact of macroeconomic factors on the retail turnover of leading Russian retailers obtained in the work allow to identify the most significant external macroeconomic risk factors for each of the companies and give a reasonable forecast of changes in retail turnover, profit and profitability indicators of these companies under the influence of macroeconomic factors.

Measures to support small and medium-sized businesses during the crisis on the example of light industry

This article discusses the relevance of diversification in the current economic conditions, as one of the possible ways to develop small and medium-sized businesses and increase its strategic sustainability, efficiency and flexibility in today's difficult economic conditions. The authors identify a series of problems that exist today in the light industry and present possible solutions to these problems, which is reflected in the need for state support, primarily administrative, for small and medium-sized businesses in order to effectively import substitution. The main focus of the authors is on the need for close cooperation between small and medium-sized businesses and the state, since it is small and medium-sized businesses that can reduce the impact of sanctions on the Russian economy and become growth drivers. And there is a huge need for this cooperation right now, when quite a lot of foreign manufacturers have stopped production and supplies in Russia, thereby providing enough opportunities for Russian enterprises to occupy the shelf space of Russian retailers. In addition, the authors also note that small and medium-sized businesses are a good basis for using innovative technologies in the production of various products, due to their flexibility and mobility, but unfortunately, for the most part, they do not have sufficient financial opportunities for innovation, and this another way of close cooperation between small and medium-sized businesses, but with large businesses, the moderator of which should be the state.

Power Symmetry in Global Value Chains: Evidence from the Russian Retail Market

Value chain management actively studies sources and types of interfirm power because increasing power symmetry between partners fosters innovativeness and adaptability to a market context. This study focuses on global value chains (GVCs) as a special type of value chains that experiences substantial influence of collective power. In the analysis I attempt to demonstrate higher power symmetry between partners inside a GVC than in other value chains. This hypothesis is based on a combination of resource dependence, mutual dependence, and social exchange/social embeddedness approaches with the analysis of structure in a GVC. The paper uses data from four waves of a survey conducted in Russia between 2010–2019 that include more than 2.700 managers of both buyers and suppliers. (OLS) and logit regression models were built for the analysis. The results demonstrate that partners inside GVCs share trade margins more symmetrically, have more equal negotiation power, and are more intensively involved in social exchanges through informal support.

СИСТЕМА КОРПОРАТИВНОЙ РЕПУТАЦИИ КОМПАНИИ

The problem of strengthening the company’s reputation capital is of interest to the heads of different organizations due to the non-stop increase in the degree of influence of the company’s intangible assets indicator. The purpose of the article is to develop recommendations for improving the system of reputational management and strengthening the company’s reputational capital. The object of the study is Metro Cash & Carry LLC, the subject is the company’s reputation capital system. Methods used: graphical, tabular, economic and analytical. The scientific novelty lies in the proposal of concrete steps to improve the company’s reputation management system. The reputational capital of foreign and Russian companies and reputational capital systems were analyzed using the example of a retail representative – Metro Cash & Carry LLC, existing problems were highlighted. Methods have been proposed and the level of its reputation capital has been determined. Proposals for the management of reputational capital of Metro Cash & Carry LLC are given. It was concluded that this company has one of the strongest reputational capital in the Russian retail market, but due to the dynamic reputation, the task is currently to maintain and strengthen the company’s reputational capital.

Natural pigments in fruit and vegetable juices: the content of anthocyanins, carotenoids and betalaines

The color of the juice is determined by the color of the corresponding fruit or vegetable from which the juice is made. The color of a fruit or vegetable, in turn, is determined by the presence of natural coloring pigments - secondary plant metabolites, which include mainly anthocyanins, carotenoids and betalains. These substances, in addition to bright colors, give the juices properties that largely provide a positive effect on health. The quantitative content of these pigments in juices (especially in commercially produced juices, the most commonly consumed by the population at present) is important for understanding of the contribution of that juices in real intake of these bioactive compounds with diet. The purpose of the work was to study the content of anthocyanins, carotenoids and betalaines in juices a nd nectars (cherry, pomegranate, red grapes, tomato, carrot, peach and vegetable juices containing red beetroot) widely represented on the Russian market. Material and methods. The content of natural coloring pigments was determined by HPLC: anthocyanins - according to GOST 32709-2014 "Juice products. Methods for the determination of anthocyanins», carotenoids - in accordance with R 4.1.1672-03 "Guidelines for methods of quality control and safety of biologically active food supplements", betalains by revised IFU method of analysis No 71 (rev. 2023) "Anthocyanins and Betalains by HPLC". The results of measurements in 66 samples selected from Russian retail chains were analyzed. Results. The highest content of anthocyanins (in terms of cyanidin-3-O-glucoside) was found in cherry nectars - an average of 11.4 mg/100 cm3, lower values were obtained for red grape juices (an average of 2.5 mg/100 cm3) and pomegranate juices (0.9 mg/100 cm3). In tomato juices, in addition to lycopene (7.0-14.1 mg/100 cm3), β-carotene was found in an amount of 0.3- 1.2 mg/100 cm3. In carrot juices, the content of β-carotene was at the level of 5.7-12.5 mg/100 cm3, in peach nectars - 0.14- 0.38 mg/100 cm3. The highest concentrations of betalains were found in directly pressed red beet juice at a level of 156.2 mg/100 cm3, with a predominance of betacyanins (99.4 mg/100 cm3) over betaxanthins (56.8 mg/100 cm3). The content of betacyanins decreased to 51.5 mg/100 cm3 in directly pressed lacto-fermented juice and to 2-3 mg/100 cm3 in multi-vegetable juices; betaxanthins were not detected in these samples. Conclusion. The study showed high levels of natural coloring substances - anthocyanins, carotenoids and in some extent betalains in juice products. A serving (200 cm3) of cherry nectar can provide up to 100% of an adequate daily intake of anthocyanins, a serving of red grape juice and a serving of pomegranate juice can provide up to 20% and up to 10%, respectively. The content of β-carotene in a serving of carrot juice is several times higher than the daily requirement for adults; a serving of peach nectar contains up to 10% of the daily requirement for β-carotene. Tomato juice is rich in lycopene, this carotenoid content in a serving is several times higher than the adequate daily intake, while the content of β-carotene is also at a high level - up to 50% of the daily requirement for this substance. Despite the fact that direct data on the adequate daily intake of betalains have not yet been established, relatively high concentrations of betalains, especially in directly pressed red beet juices, determine their significant potential in increasing the nutritive value of the diet through beet-based juices intake.

КОНЦЕПТУАЛЬНЫЕ ТРЕНДЫ БЕНЧМАРКИНГА В РАМКАХ ESG-ПОВЕСТКИ В СФЕРЕ РОССИЙСКОЙ РОЗНИЧНОЙ ТОРГОВЛИ

The orientation of world states, society and business to expand corporate responsibility in environmental and social areas has been developed in the form of an ESG concept. Since the beginning of the XXI century, the largest enterprises of the domestic market have been focused on adapting and implementing foreign best practices, called benchmarking. The article examines the state, specific features and problems of benchmarking implementation in the field of non-financial ESG reporting on the example of a significant, socially oriented sector of the Russian economy – retail trade. The analysis of the essence of the ESG agenda and the associated Sustainable Development Goals, the dynamics of Russian organizations participating in this agenda, highlighting the features of benchmarking in Russia. The reasons and significance of the introduction of ESG into Russian business and the reflection of this trend in domestic investment practice as the main field of significant changes for organizations under the influence of such implementation are determined. The analysis of the quality of information disclosure in the ESG reports of Russian companies was carried out, the main features of its content in the context of industries with the allocation of retail space were highlighted. In addition, the rating and statistical trends of trade development in the international corresponding rating are determined with the definition of strategic goals for the development of the industry, taking in to account its specifics and the Sustainable development goals set by the UN. On this basis, from the reports of the largest Russian retailers participating in the RAEX Europe rating, the main strategic directions for the implementation of the ESG agenda in corporate policy are highlighted, foreign analogues are given, confirming the nature of benchmarking in terms of the implementation of these strategic directions. The specifics of the implementation of the ESG concept in the field of domestic retail are determined in accordance with the established practice of benchmarking.

ФОРМИРОВАНИЕ ОТВЕТСТВЕННЫХ ЦЕПОЧЕК ПОСТАВОК В КОМПАНИЯХ СФЕРЫ РИТЕЙЛА

In modern conditions Russian retail companies don’t only create Sustainable development strategies, but also introduce ESG-principles into their business processes in order to provide ESG- transformation. Thus, the supplier’s requirements are beginning to change, now the providers also need to direct their attention to sustainable development, take the additional ESG-trainings, transform the production chain in order to meet the new requirements. In the article, the author analyzed the supply chains of Russian retail companies, proposed recommendations to create the responsible supply chains that would reduce operational risks, increase business sustainability and also build long-term partnerships with suppliers.

Russian retail ESG transformations development

The article analyse the formation of the sustainable development paradigm and the ESG agenda in Russia. The activities of the largest Russian retailers: leaders in sustainable development and companies with a weaker position in this area is revealed. The relationship between the form of the company and its position in the ESG ratings has been noted. Thus, companies that are required to provide information publicly are higher in level than non-public ones. A characteristic feature of passing the ESG rating assessment is getting high scores in terms of the G-aspect and the E-aspect associated with the demands of the modern market. The authors recommended deepening activities in the field of sustainable development in terms of training employees in digital and environmental competencies, and to strengthen communication strategies regarding the ESG agenda of the largest retailers.

Development of the Internet of Things in Russian retail

The socio-economic conditions prevailing in the domestic market today have become the driver of the development of a huge number of innovations within the framework of the "Internet of Things" concept. These innovations include the following: robot merchandisers,automated cash registers, smart trolleys and shelves, voice assistants, robot-assisted stores of retail chains, unmanned trucks, selfpropelled robots, cobots, etc. The article presents an overview of these technologies from the point of view of the effectiveness of their implementation in the activities of retailers; the attractiveness of these technologies for consumers of different generations; optimization of the trading process against the background of the pandemic and exit from it; compliance with the program of digitalization of the economy and trade being implemented today, etc. The technologies studied in this work are characterized by a huge potential and high prospects for their development, despite the high cost of their introduction into the activities of retail chains.