DIGITAL TRANSFORMATION OF DISCOUNT RETAIL CHAINS: HUMAN RESOURCE MANAGEMENT, BUSINESS PROCESSES, AND COMMUNICATION PLATFORMS

Abstract

The article examines the key directions of digital transformation of discount retail chains under conditions of economic turbulence, with a particular focus on human resource management, business processes, and communication platforms. The relevance of the study is driven by the growing contradiction between the traditional low-cost business model of discount retail and the need for digital integration, development of digital competencies, and implementation of omnichannel interaction tools.

The methodological framework of the research is based on an integrated PEST–SWOT approach, which enables a systematic assessment of external environmental factors and internal managerial prerequisites for the development of the discount format. The empirical analysis is conducted using the case of ATB-Market LLC, the largest discount retail chain in Ukraine. The study proposes an author’s approach to assessing the level of digital maturity of discount networks across three interrelated dimensions: human resource management, integration of business processes, and development of communication platforms.

The results of the analysis indicate that ATB-Market LLC operates at a transitional (fragmentarily integrated) level of digital maturity. Operational business processes demonstrate a relatively high degree of automation and standardization, reflecting the efficiency-oriented nature of the discount format. At the same time, human resource management systems and communication platforms remain partially integrated, which limits the effectiveness of omnichannel strategies and data-driven decision-making.

Based on the findings of the integrated analysis, the article substantiates practical priorities for digital transformation, including the formation of cross-functional digital teams, reengineering of key business processes, and the implementation of a unified omnichannel communication platform that integrates CRM systems, loyalty programs, and digital customer touchpoints. The proposed measures are aimed at enhancing operational efficiency, organizational adaptability, and resilience of discount retail chains while preserving their low-cost competitive model.