Вплив клієнтоорієнтованого підходу на ефективність організації продажів у ритейлі

Abstract

The article examines the impact of a customer-oriented approach on the efficiency of sales organization in the retail sector under conditions of increasing competition and evolving consumer expectations. The essence of customer orientation is considered as a strategic business principle focused on meeting customer needs, enhancing customer experience, and ensuring satisfaction. Key tools for implementing a customer-oriented strategy are analyzed, including service personalization, the use of CRM systems, omnichannel approaches, and service quality improvement. The relationship between the level of customer orientation and sales performance indicators – such as sales volume, customer loyalty, and repeat purchases-is identified. It is substantiated that the implementation of a customer-oriented approach contributes to increased competitiveness of retail enterprises, optimization of business processes, and long-term profitability growth. The results can be used to improve sales management in modern retail organizations.