Krasnoyarsk, Russian Federation
Krasnoyarsk, Russian Federation
Krasnoyarsk, Russian Federation
UDC 339.163.2
The article explores the importance of retail service as a key component of service-based businesses. It analyzes its role in shaping consumer loyalty and competitive advantages for companies. In today's economy, the seller's purposeful efforts to meet consumer needs through the sale of necessary goods are an essential element of retail services and the final stage in the service production process. The article examines the current approaches to retail service, taking into account the development of digital service technologies that enhance customer experience, optimize business processes, and increase consumer loyalty. The transformation of a modern retail enterprise from a traditional point of sale into a multifunctional service center requires a systematic review of approaches to sales services. One of the approaches to improving services in trade is system integration, which is the integration of disparate information systems, applications, and databases into a single consistent environment. Its key purpose is to ensure uninterrupted interaction between different components of the trading infrastructure. The article provides examples of integration of business process automation systems and information synchronization, etc. in conjunction with improving the customer experience. This study identifies the key technological and organizational drivers of the customer experience in retail in the context of digitalization. Based on the analysis of current retail practices and data on consumer behavior, the study examines the integration of omnichannel tools, personalization technologies, and automation solutions. The effectiveness of retail services is determined not by individual technologies, but by their systemic integration, which involves combining various components of information technology (software solutions, equipment, and services) into a unified and efficient system. The study concludes with recommendations for implementing digital solutions in retail networks to enhance customer loyalty and operational efficiency.
retail, trade services, digital technologies, digital transformation, omnichannel, personalization, self-service cash registers, customer experience, automation, and customer focus
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