Abstract:

The introduction of innovations is one of the main instruments for ensuring the competitiveness of trade. The definition of innovation, including trade, is enshrined in Article 2 of Federal Law № 127 dated August 23, 1996 “On Science and the State Scientific and Technical Policy”, which emphasizes the high social significance of innovation. Increased attention to trade as a type of activity in terms of the application of innovations is due to the need to retain and grow consumer demand. Given the importance of the formation of a new consumer experience associated with innovative trading activities, the implementation of its effective marketing support becomes relevant. The article discusses the concept of innovation, the main economic indicators of trade development in the Russian Federation, analyzes and evaluates the main economic indicators of economic activity of the retail chain “Lenta”, models the marketing support for innovation in the retail chain “Lenta”.