Innovative Methods of Promotion of Retail Trade Enterprises

Abstract

The high level of competition in retail makes the market participants constantly seek new tools to fight for the consumer and his means. One such tool is promotion. At the same time, the use of outdated technologies can not guarantee success. Accordingly, there is a need to find new tools for promoting retail businesses. The article determines that the modern promotion measures considered by scientists are unsystematic, there is no approach to the choice of promotion tools by retail enterprises of different types. It has been researched that the most promising are the directions of trading by such innovative methods: neuromarketing, innovative activity, event-events and introduction of social marketing. The approach to choosing effective ways of competitiveness depending on the type of retail networks is formed. Yes, audio marketing has advantages and ease of use when compared to aromarketing. The most relevant innovative tools that can be applied to all types of networks are the availability of Wi-Fi and electronic price tags, at the expense of relatively low cost and constant effect. Neuromarketing is effective only under continuous use. Innovative activity at the enterprise is introduced gradually due to high costs. The proposed activities are permanent, so the amount of costs is further reduced and customer comfort increases. Event activities have many tools and have a greater impact on customer mood and loyalty. However, a large number of event events can adversely affect the image of the retail network. Keywords: promotion, innovative methods, retail, efficiency, neuromarketing, innovative technologies, event events, social marketing.