MODERN TECHNOLOGIES IN THE INTERNATIONAL MARKETING ACTIVITIES OF RETAILERS

Abstract

The formation of competitive advantages for domestic retailers through increasing customer satisfaction requires the search for appropriate technologies and services, particularly using the functional benchmarking method. Analyzing the experience of foreign retailers, especially those engaged in international marketing activities and adapting service processes to market specifics, is crucial for domestic retail enterprises. The purpose of the article is to determine the prerequisites for implementing modern online sales technologies by domestic retailers, considering the experience of their application by foreign companies. The object of the research is the online sales system of foreign retail enterprises, which includes the provision of a self-pickup service for purchased goods as an element of its operation. The methods used in the research. Observation method to reflect trends in the formation and functioning of online sales systems by foreign retailers through the implementation of the drive-thru service and method of concretization to identify and characterize the key features of this service are used in this article. Research hypothesis. The integration of convenient order fulfillment services into retailers’ online sales systems, based on modern technologies and tools, necessitates an analysis of existing experiences in foreign markets. Increasing customer satisfaction through the diversification of interaction options in online sales underscores the need to explore promising services for implementation. Presenting main material. Domestic chain retailers, facing intense market competition and implementing an omnichannel strategy, are constantly searching for effective tools to influence customers, which can be achieved through the introduction of additional services. The functioning of the online sales system may involve various order fulfillment options, including the implementation of the drive-thru service. The originality and practical significance of the research lies in the relevance of implementing drive-thru services by domestic retail enterprises through the lens of foreign retailers’ experience. Conclusions and perspectives of further research. The implementation of the drive-thru service by domestic retailers is relevant and promising, considering the experience gained by foreign companies and its high popularity among their local market customers. However, the specifics of its adaptation, prerequisites, and influencing factors in the Ukrainian market require our further research.