ІТ-засоби підвищення ефективності товарної політики в роздрібній торгівлі

Abstract

The paper explores the digital transformation of marketing in the retail sector through the implementation of intelligent SFA systems using the Effie platform as an example. The role of artificial intelligence and image recognition technologies in ensuring the availability of goods on shelves and optimizing the work of field staff is analyzed. It is substantiated that the transition to real-time cloud analytics minimizes losses from "phantom balances", eliminates the human factor and increases the cost-effectiveness of marketing communications. The results confirm the strategic importance of full digitalization of control at points of sale for increasing consumer loyalty and business profitability.