SPECIFICITY AND DIRECTIONS OF DIGITAL TRANSFORMATION IN RETAIL TRADE

Abstract

Specificity of standard-legal regulation of trading activity, business features and organization of trading-technological operations in retail trade define functionality and stipulate specific features of information systems and technologies intended for automation of management problems and organization of business processes of the enterprises of the branch. At the present stage of digital transformation of retail trade introduction of digital innovations is considered not only technological changes. Introduction of new hi-tech hardware-software decisions refers to all fields of activity of mercantile business and assumes reengineering of its traditional business models. Shift of the emphasis of automation towards development of new formats of provided services and ways of digital interaction with consumers becomes one of the basic strategic directions of development of mercantile business. Thereupon it is possible to single out cloud services development and use of mobile sector of information technologies for organization of the system of retailers and consumer interaction as the nearest and most accessible prospects of digitalization in the sphere of retail trade. Changes of technological environment of the buyers (omnichannel, development of IT mobile sector, and etc.) cause the necessity of digital transformation of management activity of mercantile business and optimum strategy of interaction with target client audience on the basis of possibilities of digital technologies.