Abstract:

The article analyzes current trends of the retail trade development in foreign practice, investigates current trends in Russian retail trade. Authors analyze issues of the media mix representation in the promotion of e-Commerce in Russia and forecast a possible change in its structure. Within the analytical study of current trends authors make the conclusion about the further actualization of Omni-channel options for the sales implementation, the e-Commerce development, sales of products under own trade mark (STM) and cost-saving formats sales in the discounters, offering the products purchase in online and off-line mode. Russian retail develops within the vector of general global trends, and the growth of competition increases the interest to the tested methods use of managing the trading business competitiveness. In this regard, it is very important and relevant to study the experience of foreign companies in various forms of their activity, such as, for example, the expansion of goods sold under the trade institution brand, improving the sales infrastructure, increasing sales through the Internet, introducing various innovations in relationships with consumers, studied in a number of scientific papers [1, 2, 3].