FORMATION OF A FLEXIBLE ASSORTMENT MANAGEMENT MODEL: OMNICHANNELITY AND CATEGORY MANAGEMENT

Abstract

The article examines contemporary approaches to implementing omnichannel marketing in the operations of retail enterprises. An analysis of domestic and international studies on the effectiveness of omnichannel strategies and their impact on merchandise category management has been conducted. Particular attention is devoted to the relationship between omnichannelity and category management, which is considered an important tool for adapting retail businesses to digital transformation and shifts in consumer behavior. It is substantiated that the effective implementation of the omnichannel approach enables the integration of all communication and sales channels into a unified system, ensuring a seamless customer experience and enhancing overall business performance. A merchandise management mechanism is proposed, which provides for synergy between marketing, logistics, IT systems, and customer service.

For effective merchandise management and the integration of omnichannelity and category management, the authors recommend that retail enterprises: invest in unified technological platforms: implement systems that provide a single view of customer, inventory, and sales data across all channels; address organizational barriers: foster collaboration between online and offline teams to ensure a consistent customer experience;focus on customer centricity: develop category strategies based on a deep understanding of customer needs and preferences across all touchpoints;leverage data analytics: use data from all channels to make informed decisions on assortment, pricing, and product promotion within each category; personalize the customer experience: apply data and AI to deliver individualized product recommendations and promotions across all channels; implement hybrid shopping models: ensure seamless integration of online orders with in-store pickup and other convenient options;prioritize supply chain visibility and efficiency: deploy systems for real-time inventory tracking and optimization of order fulfillment processes across all channels;continuously monitor and adapt: regularly assess category performance across all channels and adjust strategies to reflect changes in consumer behavior and market trends.