CURRENT TRENDS IN RUSSIAN RETAIL TRADE
The relevance of the study topic is due to the need to assess trends in the development of modern forms and methods of retail trade organization in conditions of high turbulence of the external environment. Available scientific works on the state and trends of trade forms development mostly does not take into account the impact on purchasing behavior of the COVID-19 pandemic. It should be noted that research in 2020 demonstrates changes in consumer behavior, but there is no systematization of data on the response of trade organizations to changing consumer demand. This paper aims to identify the most significant current trends in the Russian retail market. The provisions outlined in the study can serve as a basis for further development of the theory of trade organization, its forms and methods, as well as can be used in the practice of trading enterprises.
Keywords: offline and online trade, consumer behavior, product delivery services, new trade formats, retail chains, shopping center, digitalization.
Highlights:
♦ changes in consumer behavior under the influence of the COVID-19 pandemic are shown;
♦ the influence of e-commerce on offline trading and the formation of services for delivering goods to customers is demonstrated;
♦ modern and developing formats of trade enterprises on the Russian market are defined and characterized;
♦ features of functioning of shopping centers in modern conditions are revealed, directions of their development are designated;
♦ digitalization of trade enterprises` communications with customers is reflected as one of the trends.
Natalia I. Wojtkiewich, Doctor of Economics, Professor, Professor of the Commerce, Service and Tourism Department of the Samara State University of Economics.