Омніканальний маркетинг у роздрібній торгівлі: інноваційні стратегії розвитку
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Дата
2025
Назва журналу
Номер ISSN
Назва тому
Видавець
Видавничий дім «Гельветика»
Анотація
У статті досліджено сутність та значення омніканального маркетингу у сучасній роздрібній торгівлі. Розкрито інноваційні стратегії розвитку, серед яких інтеграція онлайн- та офлайн-каналів, використання Big Data, штучного інтелекту (AI), мобільних застосунків, AR/VR-технологій, а також омніканальних програм лояльності. Проведено аналіз наукових підходів і публікацій останніх років, визначено ключові тенденції формування безшовного клієнтського досвіду. На прикладі міжнародних (Walmart, Sephora) та українських компаній (EpicentrK, Rozetka) продемонстровано практичні результати впровадження омніканального підходу, зокрема зростання продажів, підвищення середнього чеку та лояльності споживачів. Обґрунтовано роль омніканального маркетингу як стратегічного інструменту підвищення конкурентоспроможності підприємств у динамічних умовах ринку. Запропоновано практичні рекомендації для українських ритейлерів щодо ефективної реалізації омніканальних стратегій з урахуванням сучасних цифрових технологій та особливостей локального ринку.
The article provides an in-depth examination of the essence, im-portance, and practical application of omnichannel marketing in modern re-tail trade, emphasizing its role as a strategic driver of competitiveness in the digital economy. Omnichannel marketing is analyzed not only as a techno-logical toolkit but also as a comprehensive customer-centric paradigm that integrates all touchpoints into a unified ecosystem. The study highlights in-novative development strategies such as the integration of online and offline sales channels, the use of Big Data for advanced analytics, the application of artificial intelligence (AI) and machine learning for hyper-personalization, the spread of mobile applications as key customer interaction platforms, as well as the growing role of AR/VR technologies in shaping immersive shop-ping experiences. A particular focus is placed on omnichannel loyalty pro-grams, which enhance engagement, stimulate repeat purchases, and strengthen long-term consumer trust. The analysis of recent scientific ap-proaches and publications demonstrates a consistent shift from multichannel to omnichannel models, where the priority is seamless interaction across all platforms and devices. Special attention is given to creating a frictionless customer journey, real-time behavioral tracking, and data-driven decision-making. Case studies of global leaders such as Walmart and Sephora illus-trate how the integration of digital tools, immersive technologies, and mobile ecosystems leads to measurable outcomes, including sales growth, increased customer lifetime value, and brand differentiation. Similarly, Ukrainian re-tailers EpicentrK and Rozetka showcase successful examples of integrating e-commerce with offline infrastructure, implementing click & collect services, and developing omnichannel loyalty programs, which have resulted in high-er sales, improved average check, and enhanced customer satisfaction. The findings substantiate the role of omnichannel marketing as a strategic tool for improving competitiveness, ensuring adaptability to rapid market chang-es, and strengthening resilience to external challenges. Practical recommen-dations for Ukrainian retailers include adopting integrated CRM and ERP systems, expanding mobile-based personalized offers powered by AI, en-hancing logistics partnerships for fast delivery, and leveraging social net-works and messengers as full-scale sales and service channels. It is conclud-ed that the implementation of omnichannel strategies, grounded in innova-tive digital technologies and customer-centric principles, is not only a source of sustainable growth but also a necessity for retail businesses striving to succeed in the era of digital transformation.
The article provides an in-depth examination of the essence, im-portance, and practical application of omnichannel marketing in modern re-tail trade, emphasizing its role as a strategic driver of competitiveness in the digital economy. Omnichannel marketing is analyzed not only as a techno-logical toolkit but also as a comprehensive customer-centric paradigm that integrates all touchpoints into a unified ecosystem. The study highlights in-novative development strategies such as the integration of online and offline sales channels, the use of Big Data for advanced analytics, the application of artificial intelligence (AI) and machine learning for hyper-personalization, the spread of mobile applications as key customer interaction platforms, as well as the growing role of AR/VR technologies in shaping immersive shop-ping experiences. A particular focus is placed on omnichannel loyalty pro-grams, which enhance engagement, stimulate repeat purchases, and strengthen long-term consumer trust. The analysis of recent scientific ap-proaches and publications demonstrates a consistent shift from multichannel to omnichannel models, where the priority is seamless interaction across all platforms and devices. Special attention is given to creating a frictionless customer journey, real-time behavioral tracking, and data-driven decision-making. Case studies of global leaders such as Walmart and Sephora illus-trate how the integration of digital tools, immersive technologies, and mobile ecosystems leads to measurable outcomes, including sales growth, increased customer lifetime value, and brand differentiation. Similarly, Ukrainian re-tailers EpicentrK and Rozetka showcase successful examples of integrating e-commerce with offline infrastructure, implementing click & collect services, and developing omnichannel loyalty programs, which have resulted in high-er sales, improved average check, and enhanced customer satisfaction. The findings substantiate the role of omnichannel marketing as a strategic tool for improving competitiveness, ensuring adaptability to rapid market chang-es, and strengthening resilience to external challenges. Practical recommen-dations for Ukrainian retailers include adopting integrated CRM and ERP systems, expanding mobile-based personalized offers powered by AI, en-hancing logistics partnerships for fast delivery, and leveraging social net-works and messengers as full-scale sales and service channels. It is conclud-ed that the implementation of omnichannel strategies, grounded in innova-tive digital technologies and customer-centric principles, is not only a source of sustainable growth but also a necessity for retail businesses striving to succeed in the era of digital transformation.
Опис
Ключові слова
омніканальний маркетинг, роздрібна торгівля, інноваційні стратегії, Big Data, штучний інтелект, цифрова трансформація, програми лояльності, клієнтський досвід, omnichannel marketing, retail trade, innovative strategies, artificial intelligence, digital transformation, loyalty programs, customer experience
Бібліографічний опис
Ганжала, І. Омніканальний маркетинг у роздрібній торгівлі: інноваційні стратегії розвитку [Текст] / І. Ганжала, А. Ахтоян // Цифрова економіка та економічна безпека : науково-практичний журнал / Причорноморський науково-дослідний інститут економіки та інновацій, Сумський державний педагогічний університет імені А. С. Макаренка ; [редкол.: О. Ю. Кудріна (гол. ред.), В. В. Божкова, В. І. Борщ, Н. М. Вдовенко та ін.]. – 2025. – № 4 (19). – С. 245–249. – DOI: https://doi.org/10.32782/dees.19-36