Evolution of strategies of retail and technological systems under broad digitalization conditions

Abstract

Innovation development of retail is based on objective economic trends determining evolution of product circulation system. Transformation of parameters of retail and technological operations of retailers under conditions of economics digitalization makes issues of study of management architecture of retail enterprises relevant. Diffusion of innovations in retail determined by scale of retail and structure of product circulation sphere form the basis for conversion of business processes. The main factors determining innovation development of retail are the following ones: business consolidation, level of innovation development in the country and in the world, competitive situation, investment climate state, institutional and legislative regulation, culture of consumption. The determinants of retail innovation development determine basic strategic directions of retail and technological systems development which should include informatization, customization and integration. Coupling of strategic directions of innovation development of retail with basic competition strategies enables retail technological systems to plan introduction of organizational, marketing, informational, technological innovations approaching target competitive advantages.