ANTI-CRISIS STRATEGIES OF THE DIGITAL RETAIL SERVICES MARKET DEVELOPMENT

Аннотация

Retail services market, which is built into the weekly cycle of human life and provides goods in the B2C market, is one of the most promising and significant market segments. Digital technologies development, national economy model transformation and the entry of those actively exploring digital space into the able-bodied category of the population require the behavior patterns to be reconsidered by the business community. The past 2020 has become a catalyst of the digital technologies introduction. Within the framework of this study, the authors are interested in studying the transformation of the digital retail services market, considering the economy crisis and changes in consumer behavior caused by the COVID-19 pandemic. The research purpose is to reveal transformational processes of the digital retail services market under crisis and to identify its development priority areas for the near future. The research objectives are to consider the development trends of online stores and the relevance of marketplaces and mobile applications in the conditions of changing consumer behavior patterns, to identify the retail development prospects to be targeted in the context of national digitalization. The forced change in the target consumer behavior and the restrictions imposed on entrepreneurs have led to a changed landscape of the retail market on the whole, and a reorientation to the digital segment. Under these conditions, a key aspect providing for success and relevance of the company's services for the target consumer segment is the digital representation and relevant content. A number of retailers were put out of business due to the emergence of insurmountable difficulties caused by the new conditions for doing business.

Keywords

anti-crisis strategy, digital maturity, digital services, digital services market, marketplaces, online stores, retail

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About the Authors

Natalya V. Usova – PhD in Economics, Docent; Associate Professor, The Russian Presidential Academy of National Economy and Public Administration, Ural Institute of Management, Ekaterinburg, Russia. E-mail: nata-ekb-777@yandex.ru. SPIN РИНЦ 7098-2046. ORCID 0000-0002-7575-6078
Mikhail P. Loginov – Doctor of Economics, Docent; The Russian Presidential Academy of National Economy and Public Administration, Ural Institute of Management, Ekaterinburg, Russia. E-mail: Port-all@mail.ru
SPIN РИНЦ 8796-0033. ORCID 0000-0003-0831-3004
Elvira E. Nedorostkova – Senoir Lecturer; The Russian Presidential Academy of National Economy and Public Administration, Ural Institute of Management, Ekaterinburg, Russia. E-mail: elvira.nedorostkova@gmail.com. ORCID 0000-0003-3967-7871. 

For citation

Usova N.V., Loginov M.P., and Nedorostkova E.E. Anti-Crisis Strategies of the Digital Retail Services Market Development // BENEFICIUM. 2021. Vol. 4(41). Pp. 23-29. DOI: 10.34680/BENEFICIUM.2021.4(41).23-29