graduate student
The article examines the processes of digital transformation and implementation of omnichannel strategies in the regional markets of household appliances in Russia. It analyzes changes in consumer behavior, the evolution of distribution channels, the role of marketplaces, and the logistical and organizational transformations necessary to provide a unified customer experience. The article identifies key factors of effectiveness, such as data quality, synchronization of inventory and pricing, order fulfillment speed, personalization of offers, and integration with suppliers. A step-by-step model for implementing omnichannel approach (digital standardization, operational integration, and intelligent management) is described, and adaptive presence models for regions (cluster, hybrid, and partner) are proposed. The risks of digital transformation have been identified, and end-to-end performance metrics, measures for developing a micro-warehouse network and a partner ecosystem, as well as organizational changes and staff training programs, have been recommended. The work is practical and focused on the management of retail companies, suppliers, and regional logistics operators.
digital transformation, omnichannel, regional retail, household appliances, marketplaces, personalization, data management, performance metrics
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