Digital transformation brings about fundamental transformations in relationships with partners, customers, and competitors. It is proved that digital transformation is to be studied thoroughly as a phenomenon that profoundly affects almost all the factors of the external and internal environment of the company. The article analyzes the key areas of the strategy development at the present stage of economy. The key trends of digital transformation in the activity of trade enterprises are taken into account. The article shows that such lines of innovative development as the improvement of digital methods of collecting, processing, and analyzing information; expansion of interaction with consumers in the digital environment; timely detection of changes in the competitive environment, a response to emerging threats by using technologies of Web Analytics, Video Analytics, Wi-Fi Analytics, data management platforms, Advanced Analytics, virtual and augmented reality technology, the Internet of Things, and many others can be regarded as the most important ones. The need for further improvement of digital technologies is recognized as a new company value for trade enterprises. Algorithms of forming digital transformation strategy components which contribute to the quick reaction to changes in the business environment of the company are proposed.
Change of a market situation causes necessity of innovative development of economy that causes necessity in research of methodical bases of formation of innovative activity. In work the questions causing necessity of application of digital technologies in economy are considered. The object of research is digital system of retail. The research is based on application of descriptive-analytical, comparative and other methods necessary for carrying out research in the chosen sphere. The work systematizes the main approaches in the development of the theory of innovation, identified a logical relationship between marketing and innovation activities, identified the priority role of innovation in the formation of consumer value chain. The necessity of digitalization of retail based on the application of innovative marketing tools has been substantiated. The strategic orientation of innovative solutions applying information technologies is proved.
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