Akhtoian A. Transformation of retail marketing tools in the new paradigm of economic development

The dissertation is devoted to the justification of theoretical and methodological principles and the development of practical recommendations for the transformation of retail marketing tools in the new paradigm of economic development. The work noted that the new paradigm of economic development forms new directions, determinants and triggers of retail renewal, incorporates the transformation of retail marketing tools in the direction of implementing the goals of sustainable development, taking into account the conditions of the war in Ukraine, the active use of modern information, communication and digital technologies, adaptation to consumer behavior of new generations of customers. It was emphasized that the challenges faced by retail today, social and technical innovations lead to the global digitalization and automation of retail, the development of new technologies to ensure sustainability and vitality. It is proven that the formation of modern retail is based on a network approach, which offers retail establishments and their partners new ways of interaction, joint use / exchange of unique resources, experience, skills, realization of both common and individual interests by each network participant. It is proposed to define network retail as a set of a certain number of the same type or different types, single-format or multi-format trade business units that enter into network interaction, use common network resources, establish repeated long-term partnerships and relationships in the internal and external environment, benefit from the achievement general goals. On the basis of theoretical analysis, a definition of a retail trade network was formed as a set of retail trade establishments of the same or different formats, the interrelationships, interdependence and centralized execution of functions of which determine the integral property of the network, the members of which sell goods and provide services to customers for their final non-commercial personal, family, home, household use. The characteristics of the retail trade network from the point of view of marketing have been specified. The approaches to the classification of trade networks and the criteria by which they are distinguished are summarized. It is proposed to introduce an additional criterion for the classification of retail chains "by the location of the headquarters" with a division into: regional / local retail - the headquarters is located in the region where the retail facilities are located; national retail - the location of the headquarters is not determined by the geography of this network, but is limited to the territory of Ukraine; international retail - placement of the headquarters of the parent company in another country. Emphasis is placed on the specifics of marketing activity within the framework of the proposed typology of trade networks. It has been proven that domestic retail, along with classic functions, performs a number of new functions: ensuring the social quality of life of the population, providing food for the Security and Defense Forces of Ukraine, the function of sustainability and responsibility related to social, environmental and corporate responsibility of retail. According to the selected criteria, a comparison of the development of retail and retail marketing in the traditional and new, partnership development paradigm was made, which allowed to form an idea of the essence, features and tools of each of them. The author's position on the distinction between the categories "trade marketing" and "retail marketing" was well-founded. It is emphasized that trade marketing is marketing on the B2B market, which is aimed at harmonizing and combining the manufacturer's strategy with the business strategy of its distributors and retailers, in order to ensure the optimal level of responsiveness to consumer needs. Retail marketing within the framework of the partnership concept is defined as a dynamic and customer-oriented approach of the retailer, which uses a combination of marketing strategies, tactics, tools, technologies, activities to increase sales and ensure the well-being of the relationship participants, increase the visibility of the network and the offered brands, to interact with partners, for the formation of positive customer experience and customer loyalty, which will allow establishing long-term partnership relations and effective interaction with various groups of market participants: counterparties, consumers, buyers, investors, shareholders and employees. The purpose of retail marketing in the partnership concept, the main provisions of the concept are described; areas and directions of marketing partnership relations in retail marketing are defined. It is noted that the retail marketing toolkit is included in the "8P" retail mix model, the characteristics of each of the elements of the marketing complex are defined, with an emphasis on the importance of the "partnership" element.