REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

 FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

 PUBLISHER

Liburkina L. M.

 SITE SECTIONS

Main page

Editorial staff

Editorial policy

Annotated catalogue (2011)

Annotated catalogue (2012)

Annotated catalogue (2013)

Annotated catalogue (2014)

Annotated catalogue (2015)

Annotated catalogue (2016)

Annotated catalogue (2017)

Annotated catalogue (2018)

Annotated catalogue (2019)

Annotated catalogue (2020)

Annotated catalogue (2021)

Annotated catalogue (2022)

Annotated catalogue (2023)

Annotated catalogue (2024)

Thematic sections of the journal

Proceedings of scientific conferences

Omnichannelty as a Marketing Instrument to Ensure the Competitiveness of Trading Enterprises
Shymko O. V.

Shymko, Olha V. (2022) “Omnichannelty as a Marketing Instrument to Ensure the Competitiveness of Trading Enterprises.” Business Inform 1:462–468.
https://doi.org/10.32983/2222-4459-2022-1-462-468

Section: Management and Marketing

UDC 658.8

Abstract:
The article is concerned with studying the peculiarities of omnichannelty as a specific marketing strategy that allows to form the resource, technological, innovative, partnership, competitive advantages and take a stable competitive position in the market and, as the experience of developed countries shows, is a real mechanism for the successful development of trading enterprises in the context of digitalization of the economy, changes in consumer behavior and growing uncertainty of the external environment. The economic essence of omnichannelty as an integrated system of sales channels is disclosed. The author systematizes and expands approaches to its interpretation as one of the tools for managing the trade process, sales model, marketing sales strategy, means of integrated communication, directly integrated marketing, marketing instrument for ensuring competitive advantages. The main trends, problems and prospects for the development of omnichannel trade in the consumer market are considered. The concept of mono-, multi- and omnichannel trade is examined, attention is focused on their differences. The factors contributing to the development of omnichannel sales in retail trade are identified. The advantages and risks of implementation of the omnichannel strategy in the activities of domestic trading enterprises are determined. The main directions of transformation of business processes of retail companies and the business model of offline stores under the conditions of introduction of instant marketing are characterized. Prospects for further research are determined as follows: study of the mechanism and instruments for the formation of information-communication support for the process of managing the omnichannel sales in order to provide feedback in the planning, control and adjustment processes.

Keywords: retail trade, retail network, sales channels, offline trade, online trade, multichannel integration, omnichannel marketing.

Bibl.: 15.

Shymko Olha V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Academician Stepan Demianchuk International University of Economics and Humanities (4 Academik Stepan Demianchuk Str., Rivne, 33027, Ukraine)
Email: volodya217@ ukr.net

List of references in article

Antipin, F. A. “Omnikanalnaya torgovlya v Rossii v realiyakh sovremennoy ekonomicheskoy situatsii“ [Omnichannel Trade in Russia in the Realities of the Current Economic Situation]. Rossiyskoye predprinimatelstvo, vol. 18, no. 5 (2017): 733-748.
Bezotosnaya, O. V. “Omnikanalnyye prodazhi: pyat istoriy uspekha“ [Omnichannel Sales: Five Success Stories]. Upravleniye prodazhami, no. 1 (2015): 16-20.
Gasparyan, V. “Omnikanalnyy riteyl v Rossii: mify i realnost“ [Omnichannel Retail in Russia: Myths and Reality]. Retail&loyalty, no. 7 (2015): 80-86.
Zozulyov, O. V., and Levchenko, M. “Formuvannia omnikanalnoi zbutovoi stratehii pidpryiemstva“ [Formation of Omnichannal Companie`s Marketing Strategy]. Ekonomichnyi visnyk NTUU «KPI», no. 13 (2016): 361-368.
Kavun, O. A. “Zarubezhnyy opyt razvitiya mnogokanalnoy roznichnoy torgovli v sovremennykh usloviyakh“ [Foreign Experience in the Development of Multi-channel Retail Trade in Modern Conditions]. Investytsii: praktyka ta dosvid. 2014. https://ela.kpi.ua/bitstream/123456789/18413/1/54Zozulov.pdf
Lisitsa, V. V. “Omnikanalni prodazhi: tendentsii, problemy ta perspektyvy rozvytku v ukrainskomu ryteili“ [Omnichannel Sales: Trends, Problems and Prospects in Ukrainian Retail]. Problemy i perspektyvy ekonomiky ta upravlinnia, no. 2 (2017): 100-110.
Lisitsa, V. V. “Upravlinnia spozhyvchym dosvidom u ryteili: trendy ta perspektyvy“ [Management of Consumer Experience in Retail: Trends and Prospects]. Visnyk Lvivskoho torhovelno-ekonomichnoho universytetu. Seriia «Ekonomichni nauky», no. 54 (2018): 87-93.
Maslova, A. Ye., Timiasheva, Ye. T., and Nikishin, A. F. “Raznoobraziye kanalov prodazh kak perspektivnoye napravleniye razvitiya roznichnoy torgovli“ [A Variety of Sales Channels as a Promising Direction for the Development of Retail Trade]. Innovatsionnaya nauka, no. 5 (2015): 195-197.
Matosyan, V. A. “Problemy realizatsii omnikanalnogo podkhoda pri prodazhe lekarstvennykh sredstv v Rossiyskoy Federatsii“ [Problems of Implementation of the Omnichannel Approach at Sale of Medicines in the Russian Federation]. Rossiyskoye predprinimatelstvo, vol. 18, no. 20 (2017): 3071-3078.
Panyukova, V. V. “Realizatsiya strategii omnikanalnogo marketinga torgovymi organizatsiyami“ [Implementation of omnichannel marketing strategy by trade organizations]. Torgovo-ekonomicheskiy zhurnal, vol. 2, no. 4 (2015): 317-328.
Selishchev, R. “Povedinka pokuptsiv pid chas pandemii COVID-19“ [Customer Behavior during the COVID-19 Pandemic]. https://horoshop.ua/ua/blog/povedenie-pokupateley-vo-vremya-pandemii-covid-19
Shymko, O. V., and Veretin, L. S. “Vplyv tsyfrovoho marketynhu na povedinku spozhyvachiv“ [The Impact of Digital Marketing on Consumer Behavior]. Profesiinyi menedzhment v suchasnykh umovakh rozvytku rynku. Kharkiv: Vydavnytstvo Ivanchenka I. S., 2021. 239-240.
“Kudy ide elektronna komertsiia. Movoiu tsyfr“ [Where Is E-commerce Going. In the Language of Numbers]. Razumkov tsentr. 28.09.2021. https://razumkov.org.ua/statti/kudy-ide-elektronna-komertsiia-movoiu-tsyfr
“Pohliad v maibutnie: Piat vyklykiv dlia elektronnoi komertsii v 2021“ [Looking to the Future: Five Challenges for E-Commerce in 2021]. Asotsiatsiia riteileriv Ukrainy. https://rau.ua/novyni/pyat-trendiv-e-commerce-2021/
“E-commerce worldwide - statistics & facts“. https://www.statista.com/topics/871/online-shopping/

 FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

 INFORMATION

The Plan of Scientific Conferences

 OUR PARTNERS

Journal «The Problems of Economy»