Directions of activization of retail trades in food products on the basis of Internet technologies involvement

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Directions of activization of retail trades in food products on the basis of Internet technologies involvement

Journal Title: Маркетинг і цифрові технології - Year 2018, Vol 2, Issue 2

Abstract

The aim of the article. The purpose of this article is to analyze the online stores of existing retailers, which sell foodstuffs, their advantages and disadvantages in the market, to develop recommendations to improve their effectiveness. The results of the analyses. As a result of reduced incomes of Ukrainians and number of goods procurement along with increased competition due to the new companies foundation on the retail market, trading resellers are improving their activities by offering additional values for customers. One of these is the sale of goods through the Internet-stores. Significant prospects for the Internet-stores in Ukraine are also connected with the constant increase in the number of Internet users and smartphones. Secondary marketing information shows that the leaders of sales at online stores are clothing and shoes, home electronics, books. The Internet trade in food products, which has long been developing in Europe and the United States, has great possibilities. It is established that purchase of food products through online shopping is not very popular in Ukraine, although today the online sale of these products offers approximately 15 retail chains in Ukraine. Positive prospects of their activities is confirmed by results of the prediction and certain confidence interval of online sales of goods. To identify the advantages and disadvantages of the Internet trade in food products Internet-stores of next retailers were analyzed: «Tavria-V», «Furshet», Fozzy, NOVUS, METRO and «Auchan»; according to such indicators as Web showcase, information catalog, product catalog, customer registration, ordering, payment for the chosen product, the regions of the goods delivery. Research has established that the largest growing online sales network is in METRO, which cooperates with the Zakaz.ua. This is due to the active promotion by the network of new for them method of selling goods – in the shopping malls, introduction of a mobile version of the website, offering clients a variety of options for shopping, an abundance of available goods and regions coverage. To determine the directions of activization of Internet-stores usage the main sources of their traffic were analyzed. It is found that the largest direct traffic is typical for online store METRO, where also happens the involving on-site customers through affiliate programs. It is proved that a more active use of social networks, mailings and Internet advertising by Internet-stores can increase the number of visitors. In order to identify ways of increasing the effectiveness of the online stores for retail chains in Ukraine the disadvantages of this method of distribution of goods to customers have been analyzed – that include the uncertainty in the quality of goods, the possibility of fraud in the payment and delivery of goods, questionable informational security of client data, long product delivery time, the complexity of the procedure the ordering of goods and payment for their delivery. Based on this recommended measures are listed in this paper to increase the attractiveness of the food purchases in online stores, particularly posting the videoclip on the website about the formation and transportation of the order; creation of a forum for customers; providing opportunities for customers to leave their own opinions; the ability to return merchandise to the store during a fixed term; placing the interactive instructions on ordering of goods; the accrual of bonuses for shipping, which can be used for further payments. Conclusions and directions for further research. So, the analysis demonstrates the prospects of Internet-stores development for Ukrainian trade networks that are selling foodstuffs. However, to increase their efficiency it is necessary to improve their information support, processes for the adoption, execution, and payment of orders. Prospects of further researches are connected with gathering of primary marketing information about limits for using services from Internet-stores of trade networks by Ukrainian consumers

Authors and Affiliations

Nataliia Kuzo, Nataliya Kosar

Keywords

EP ID EP308064
DOI 10.15276/mdt.2.2.2018.3
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