ОРГАНИЗАЦИОННО-УПРАВЛЕНЧЕСКИЕ АСПЕКТЫ ОМНИКАНАЛЬНОЙ ТРАНСФОРМАЦИИ РЕГИОНАЛЬНЫХ КОМПАНИЙ FASHION-РИТЕЙЛА

Abstract:
The article discusses the theoretical and applied aspects of the implementation of an omnichannel model in regional fashion retail. The relevance of the research is due to the gap between the market’s need for a seamless customer experience and the fragmented digital maturity of regional trading companies. The aim of the work is to develop theoretically sound and practically significant organizational and management solutions for the implementation of the omnichannel model in regional trading companies. The methodological base consists of general scientific methods of cognition: analysis and synthesis, a systematic approach, methods of classification and comparison, as well as methods of strategic analysis, comparative analysis and forecasting. The scientific novelty lies in the systematization of organizational and managerial barriers («silos») for multi-brand structures of regional retail and the development of a conceptual model combining priority scenarios of the customer path with the formation of a single customer profile. As a result of the research, a step-by-step model of technological and organizational transformation is proposed, including the architecture of the target IT ecosystem and a marketing strategy for personalization. The economic feasibility of the proposed solutions based on industry benchmarks is substantiated. The practical significance lies in the possibility of adapting the proposed tools by regional companies to increase competitiveness.