{"id":3539,"date":"2021-01-30T23:03:16","date_gmt":"2021-01-30T21:03:16","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=3539"},"modified":"2021-05-14T12:20:11","modified_gmt":"2021-05-14T09:20:11","slug":"%d1%96%d0%bd%d1%81%d1%82%d1%80%d1%83%d0%bc%d0%b5%d0%bd%d1%82%d0%b8-%d1%86%d0%b8%d1%84%d1%80%d0%be%d0%b2%d0%be%d0%b3%d0%be-%d0%bc%d0%b0%d1%80%d0%ba%d0%b5%d1%82%d0%b8%d0%bd%d0%b3%d1%83-%d1%8f%d0%ba","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=3539","title":{"rendered":"\u0406\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0438 \u0446\u0438\u0444\u0440\u043e\u0432\u043e\u0433\u043e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443 \u044f\u043a \u0434\u0440\u0430\u0439\u0432\u0435\u0440 \u043e\u043c\u043d\u0456\u043a\u0430\u043d\u0430\u043b\u044c\u043d\u043e\u0457 \u0440\u043e\u0437\u0434\u0440\u0456\u0431\u043d\u043e\u0457 \u0442\u043e\u0440\u0433\u0456\u0432\u043b\u0456"},"content":{"rendered":"

<\/p>\n

\u0406\u041d\u0421\u0422\u0420\u0423\u041c\u0415\u041d\u0422\u0418 \u0426\u0418\u0424\u0420\u041e\u0412\u041e\u0413\u041e \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u0423 \u042f\u041a \u0414\u0420\u0410\u0419\u0412\u0415\u0420 \u041e\u041c\u041d\u0406\u041a\u0410\u041d\u0410\u041b\u042c\u041d\u041e\u0407 \u0420\u041e\u0417\u0414\u0420\u0406\u0411\u041d\u041e\u0407 \u0422\u041e\u0420\u0413\u0406\u0412\u041b\u0406<\/p>\n

DIGITAL MARKETING TOOLS AS A DRIVER OF OMNI-CHANNEL RETAIL TRADE<\/p>\n

<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 161-164. \u041d\u043e\u043c\u0435\u0440: \u21165, 2020 (286)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u041f\u0420\u041e\u0421\u041a\u0423\u0420\u041d\u0406\u041d\u0410 \u041d. \u0412.
\n\u0425\u0430\u0440\u043a\u0456\u0432\u0441\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c. \u0421\u0435\u043c\u0435\u043d\u0430 \u041a\u0443\u0437\u043d\u0435\u0446\u044f<\/p>\n

PROSKURNINA N.
\nSimon Kuznets Kharkiv National University of Economics<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-286-5-29<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 19.08.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 02-05.11.2020<\/p>\n

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\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong>\u00a0\u0446\u0438\u0444\u0440\u043e\u0432\u0438\u0439 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u0440\u043e\u0437\u0434\u0440\u0456\u0431\u043d\u0430 \u0442\u043e\u0440\u0433\u0456\u0432\u043b\u044f, \u043e\u043c\u043d\u0456\u043a\u0430\u043d\u0430\u043b\u044c\u043d\u0456\u0441\u0442\u044c, \u0441\u0435\u043c\u0430\u043d\u0442\u0438\u043a\u0430, \u043f\u043e\u0448\u0443\u043a\u043e\u0432\u0430 \u043e\u043f\u0442\u0438\u043c\u0456\u0437\u0430\u0446\u0456\u044f.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

The goal of this article is to identify digital marketing tools that drive omni-channel retail development. The article examines the competitive environment on the example of a trading company selling electronics and household appliances using search engine optimization technologies. The analysis was carried out on the basis of indicators of the number of common keywords in the search engine. Revealed search queries to the main pages of the domain. The semantic connection of the researched domains of competitors with the main site was evaluated. An interpretation of domain positioning among direct competitors is given. List of omni-channel initiatives: promoting the use of integrated channels (consistent pricing policy for all channels; the ability to find a store on the site; online information about the availability of goods in an offline store; online technology using a mobile application); sales tools (barcode scanners, tablets as in-store sales tools); logistics and delivery services (integrated inventory management systems; order delivery of goods on the site; service “Click-and-Collect” (click and collect); exchange and return of goods by online order in offline stores; free delivery by order from shop); omni-channel measurement (tracking additional sales from the Click-and-Collect offer; online statistics). An analysis of the implementation of omnichannel initiatives is proposed. The directions for improving the work to increase the Omni channel of retail trade have been determined: gradual pricing policy across all channels; using tablets as tools for omni-channel sales in the store; providing online information about the availability of goods in an offline store; application of online technologies using a mobile application; full implementation of the Click-and-Collect service as a factor in optimizing logistics and increasing omni-channel.
\nKeywords:<\/strong> digital marketing, retail, omni-channel, semantics, search engine optimization.<\/p>\n

\u00a0<\/em>References<\/strong><\/p>\n

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