Digitalization of Products - Unique Offer to Attract Customers and Expand Sales Market

Abstract

The trend of digital technology today is moving towards greater transparency, which indicates the growth of more accessible data in the supply chain. The latest technologies are changing the approach of companies to their assets, when the quality and price of goods increases due to improvements through digital capabilities, thus there are products that are improved by data. The effectiveness of the impact on consumers is determined by the advertising evaluation of the products being promoted and the argument in their favor. If the consumer does not find such an assessment and argumentation, then the effectiveness of advertising is significantly reduced. The purpose of the study, the development of a new way to promote goods on the market of advertising products. An advertising offer should radically differ from all the offers of competitors. That is, the uniqueness of the product is manifested to the consumer in the uniqueness of the description of its consumer properties. So the task of developing new ways of advertising product description is to make as detailed a portrait of it as possible. We called it the digitalization of consumer properties of goods. By the digitalization of a product (product), we mean the whole range of physical and mechanical characteristics of the product, which objectively evaluate its consumer qualities. The study presents digitalization processes for a particular class of building and structural materials, namely, wood-based composites. The methods we use are developed and verified in numerous studies based on several fundamental theories of theoretical and experimental physics and chemical kinetics and are protected by patents of Ukraine. The results of the study suggest that the created digital portrait of the studied materials has a unique description of their consumer properties, which creates the appearance of a market novelty product.