OMNICHANNEL APPROACH AS A WAY TO INCREASE THE LEVEL OF COMPETITIVENESS OF A MODERN TRADING ENTERPRISE
The presented article discusses the omnichannel concept within the framework of the marketing strategy, which allows to increase the level of competitiveness of a modern trade organization. The article presents research data illustrating the omnichannel level of the largest Russian retailers, analyzes data on the number of completed online orders in the context of e-commerce, provides the main tools of the omnichannel strategy, and provides recommendations for the implementation of the omnichannel approach in the activities of a trade organization.