Kovalska, L., & Dmytruk, A.
(2023).
Network retail: Essence and peculiarities of development in the wartime period.
Economic Forum,
13(4),
3-19.
https://doi.org/10.36910/6775-2308-8559-2023-4-1
Received 25.05.2023, Revised 01.08.2023, Accepted 02.10.2023
The article proves that the retail network is in dynamic conditions of the external environment. The role and importance of trade in the development of the economy as a separate type of economic activity is substantiated. The modification of the retail network in the pre-war and war periods is studied. A literature review of the concepts of “retail” and “cross-border retail” is carried out. The literature review has led to the conclusion that the concept of retail is considered as: a separate type of economic activity carried out by various economic entities; an element of trade infrastructure, namely, a trade object that focuses on an individual consumer; the process of selling goods to the final consumer. The author establishes that the main characteristics of retail are the availability of special premises for trading activities and high-quality provision of trade services (trading floor, cash desk, warehouses, etc.), modern trade equipment for retail trade. The research conducted on the concept of “chain retail” has led to the conclusion that it is based on the formation of a network of similar retail outlets united by one owner and a single trade brand. The following criteria of network retail are proposed: a network of similar trade objects; a unified concept of logistics and marketing policy; retail branding. The author's vision of the content of the concept of “network retail” as a network of similar trade objects characterised by a unified approach to the formation of the concept of logistics and marketing policy and positioning themselves in the market space with a clearly defined retail branding to meet the needs of consumers is presented. It is noted that the peculiarities of network retail are: uneven distribution across the territory of the State, the presence of different formats for organising their activities, and the penetration of international retail into the Ukrainian trade market. The most profitable segments of chain retail are identified: car trade, retail trade in non-specialised food stores, retail trade in fuel, retail trade in pharmaceuticals
retail; chain retail; trade; retail branding; consumer; turnover
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