PROMISING AREAS OF THE USE OF DIGITAL TECHNOLOGIES IN THE RETAIL TRADE OF THE RUSSIAN FEDERATION
The article discusses the promising areas of the introduction of digital technologies in the current business of modern retail, as well as the possibilities of their use. The need for an omnichannel approach in the retail trade of the Russian Federation is shown. The situation is substantiated that the active use of digital technologies forms the competitive advantages of trading organizations. The authors of the article consider the practice of using virtual reality technologies and the application of artificial intelligence technologies in business processes. Generalizations are made and main conclusions are formulated on the development and application of digital technologies in the retail trade of the Russian Federation.