vestreaВестник Российского экономического университета имени Г. В. ПлехановаVestnik of the Plekhanov Russian University of Economics2413-28292587-9251Plekhanov Russian University of Economics10.21686/2413-2829-2024-5-244-254vestrea-2106Research ArticleМАРКЕТИНГ,ЛОГИСТИКА, СФЕРА УСЛУГMARKETING, LOGISTICS, SERVICE SECTORЗарубежный опыт использования новых технологий в розничной торговлеExperience of Using New Technologies in Retail TradeГарноваА. А.GarnovaA. A.

Анастасия Андреевна Гарнова аспирантка базовой  кафедры торговой политики

109992, Москва, Стремянный пер., д. 36

Anastasiya A. Garnova Post-Graduate Student of the  Basic Department of Trade Policy

36 Stremyanny Lane, Moscow, 109992

Garnova.AA@rea.ruРоссийский экономический университет имени Г. В. ПлехановаРоссияPlekhanov Russian University of EconomicsRussian Federation20240210202405244254Copyright © Гарнова А.А., 20242024Гарнова А.А.Garnova A.A.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vest.rea.ru/jour/article/view/2106

В последние годы в мировой розничной торговле происходят значительные изменения, обусловленные развитием технологий и изменением ожиданий потребителей. Накопление знаний практического характера о применении цифровых технологий в розничной торговле пока не получило достаточного теоретико-методологического осмысления. Цель данного исследования – выявление тенденций использования новых технологий в розничной торговле на основе обобщения зарубежного опыта. Информационной базой исследования являются работы зарубежных ученых, опубликованные в базах данных Scopus и Web of Science с 2002 по 2023 г., пресс-релизы иностранных розничных компаний и информация на сайтах производителей торгового оборудования. Выявлены новые технологии, которые оказали значимое влияние на розничную торговлю. Проанализирован зарубежный опыт внедрения новых технологий и определены их преимущества с точки зрения различных аспектов удобства для покупателей и обеспечения социального присутствия. Кроме того, рассмотрены возможности, которые предоставляют новые технологии для улучшения операционной эффективности розничных торговых предприятий. Сделан вывод, что пока они используются недостаточно. Ретейлерам требуются не столько отдельные цифровые решения, сколько комплексная цифровизация, для которой необходимо изменение организационной структуры и бизнес-процессов. Только путем построения всеобъемлющей и систематической цифровой стратегии, учитывающей организационную трансформацию, модернизацию, улучшение качества услуг, оптимизацию цепочки поставок и т. д., ретейлеры смогут комплексно повысить свою конкурентоспособность.

Lately we can observe serious changes in global retail trade stipulated by the development of technologies and modifications in customer expectations. Accumulation of knowledge of practical nature about use of digital technologies in retain trade has not got sufficient theoretical and methodological understanding so far. The goal of the research is to identify trends in using new technologies in retain trade by generalization of overseas experience. The informational base of the research is formed by works by foreign authors published in data base Scopus and Web Science from 2002 to 2023, press-releases of foreign retain companies and information on sites of trade equipment manufacturers. Certain new technologies were found that exercise considerable impact on retain trade. Overseas experience of introducing new technologies was analyzed and their advantages in view of different aspects of comfort for customers and provision of social presence were identified. Apart from that opportunities were studied that can offer new technologies for improving operational efficiency of retail trade enterprises. A conclusion was made that they are used insufficiently. Retailers need not just separate digital solutions, but complex digitalization, which requires changes in organizational structure and business-processes. Only building of general and systematic digital strategy that takes into account organizational transformation, modernization, upgrading quality, optimization of delivery chains, etc. can help retailers raise their competitiveness.

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The authors declare that there are no conflicts of interest present.