Omnichannel strategy of digital transformation of retail trade enterprise: from concept to implementation

Abstract

The development of a strategy for the digital transformation of organizations is a pressing topic, since in a situation of economic crisis and quarantine restrictions, entrepreneurs are forced to react quickly by implementing a new trading model. The purpose of the article is to analyse in practice the application of theoretical and methodological aspects of digital transformation. The leading research methods became omnichannel approach and business analytics. The article proposes an omnichannel concept of retail in the era of digital transformations. Emphasis is placed on the following issues: customer support throughout the product life cycle via all integrated channels; integration of cyberphysical management systems “smart” trading environment; expansion of digital services both with buyers and with all stakeholders; involvement of the final consumer in the trading process. The main stages of the strategy of digital transformation of the retail enterprise are offered. Opportunities, risks and competitive advantages of digital technologies application are considered. Emphasis is placed on the connection of managed digital resources and the formation of skills of a team of performers led by a leader. It is determined that the use of Internet marketing in the retail network of pharmacies is characterized by advanced multichannel tools and processes. The competitors of the add.ua domain and directions of analysis of their effective key words, advertisements and key indicators are investigated.

RETRACTED: Enterprise strategic plan: Service business model

“…Therefore, the implementation of the new concept requires significant changes: processes, technologies, strategies and business models, which must be completely revised from the standpoint of the package solution provider. For the innovative development of the economy of Kazakhstan, marketing strategies for promoting innovative products concentrate scientific research and become a new element in the process of managing the market activities of enterprises that produce and promote new innovative products (Hrynko et al, 2021; Proskurnina et al, 2021). Servitisation as a new variety in the marketing structure of industrial enterprises is gaining momentum (Oliva & Kallenberg, 2003; Raddats, Story, et al, 2019).…”

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“…It is further noted that the symbiosis of efforts and resources of business with the state within the framework of specific projects allows forming competitive advantages. The private sector, in comparison with public authorities, has greater mobility, the ability to innovate, speed in decision-making, and the desire to search for technological and technical improvements to provide a competitive factor (Blahuta et al 2020, p. 86; Hodge and Greve 2018, p. 7; Miethlich 2022, p. 477; Proskurnina et al 2021). State structures, in turn, have the opportunity to ensure more successful implementation of projects, which is carried out through organisational measures, the creation of a stable regulatory framework, ensuring interaction with civil society, the use of financial and economic levers such as subsidies, taxation, guarantees and other types of support (Strasser et al 2021).…”

Features of Strategic Planning in Agricultural Production in Kazakhstan

“…-focus on the long-term global goals of the enterprise and the economic interests of its owners [17,21]; -many possible directions of development, which are conditioned by changes in the external environment of the enterprise [13,49]; -continuity of strategy development, constant adaptation to changes in the internal and external environment [23,25]; -the complexity of the strategy, the consistency of strategic decisions in certain areas of the enterprise, types of resources, functions, etc [28,29,30,50]. The consideration of the content of the concept's "strategy" and "enterprise development" suggests that these categories are closely related.…”