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Article

Подход к формированию стратегии ритейлера

Попенкова Д. К.

Modern retail in Russia over the past 20 years has gone the way that retail chains in Western Europe have been going on for about 70 years. If in the early 2000s the largest retailers (Auchan, Metro) started opening their first stores in our country and nowadays the share of seven key retailers accounts for the third of the market. A couple of years ago, the Scan & go function (payment without a cash desk) was presented in single stores, today many hypermarkets are actively offering and developing this kind of service. According to current trends, customer behavior will change in the near future: the sharing economy, the emergence of new devices, the growing generation of millennials - all of these factors will have a strong impact on retailers in the future, and innovations may become the main driving forces of the industry. Those retailers who do not think about the vision of the future, worrying only about EBITDA, risk not having time to adjust to a new generation, which in five years can become the main buyers. In the modern rapidly changing world, the vision of the future allows the company to find a direction of the development taking into account trends for more distant horizons.

In the articles of Russian authors, the topic of retail in general is poorly studied esp. the approach to the formation of longer-term strategies based on the study of mega-trends. An attempt to understand what is future for retailers and what they should pay attention to today when developing strategies is the scientific novelty of this work and the personal contribution of the author. Such an approach to strategy development can be used by any retailer, which indicates the practical significance of the work.