The Future of Information Technology in the Russian Trade

Abstract

The development of innovative technologies in Russian retail is connected with the change of consumers' relations models. They acquire a new format, accents and technologies of trade presentation change. Nowadays the omni-channel concept replaces the traditional selling concept. The key goal of the paper is to determine the main directions of digitalization in retail. The sub goals are to study the customers' preferences in the use of digital sales channels and to identify the prospects of creating an information customer base that available for all sales channels. The study was conducted on the basis of statistical analysis methodology. The study results have showed that the omni-channel concept represents an integrated and systematic approach to sales. The modern customers' tastes and needs are changing very fast and the priority purchase channels are also changing along with them. The desire of a particular person to make a purchase arises as a result of the impact of diverse and multidirectional information. The purchase decision requires access to a sales channel. It can be offline store, online store, mobile devices, social networks, phone call, etc. A seller that uses all possible sales channels gains a significant competitive advantage. The buyer will be guided by the principles of speed, convenience and minimum costs.