The theoretical approach to determine priorities among the main factors that influence the effectiveness of marketing sales strategy of the retail chain has been improved. In contrast to the existing ones, the proposed approach will allow in each case, with regards to specific characteristics of retail chain, to form a marketing sales strategy that will be most effective for specific retail chain.
The complex concept of “marketing sales strategy of the retail chain” is proposed to define as a functional marketing strategy, which is an element of an extensive system of planning marketing activities of a long-term nature, within the corporate strategy of the retail network. It is based on determining the marketing interaction of the retail network with target audiences, based on the results of market analysis and aims to obtain a competitive advantage of the retail chain and achieve corporate, marketing and communication goals of the retail chain. This approach considers the relation of marketing sales strategy with strategies at different levels and identified main goals achieved through it.
It is proposed to introduce a systematic approach in sales planning by the retail chain in terms of sales channels, which in contrast to the existing ones, considers the specific features of the retail chain. This approach allows to determine the need for the formation of new sales channels or optimization of existing ones in order to increase the effectiveness of marketing sales strategy of the retail network;
The conceptual model of formation of marketing sales strategy of the trade network is developed and on its basis the shortcomings of the omnichannel sales strategy are substantiated, the more effective optical strategy is offered.
The result of the study was to determine the impact of digital shopping experience on purchases in physical stores of perfumes and cosmetics, as well as the impact of technology on the process of buying these products. Which led to an exponential growth during the pandemic, with the shift of consumers from physical store channels to online channels in early 2020. The Eva retail chain recorded a 680% increase in sales through such channels as an online store in March 2020 compared to the same period last year. Without decades of online shopping experience and consistent cosmetic preferences, this figure would be unattainable.
It has been established that consumers of perfumes and cosmetics in Ukraine prefer to buy in physical stores, but channels such as online shopping and applications double the turnover annually, which is due to the development of technology, mobile communication and reducing consumer distrust of virtual channels sales.
The main reference point in the activity of the trade network should be considered the consumer (buyer of the goods). Therefore, attracting and retaining consumers is the most important task for any trade organization. The marketing system provides an opportunity to explore the problems of competitiveness of the retail network, to determine their conditionality in the past and future, as well as to create conditions for making informed decisions in the field of increasing the competitiveness of the retail network.
Generalizations, proposals and recommendations set in the dissertation research, used in marketing communications of retail chains, brought and implemented to the level of specific recommendations for the management of business processes of retail chains. Recommendations on the structure, competitive advantages of product offerings and consumer segmentation in terms of sales channels have been adopted for implementation in retail chains.
