Evolution and modern aspects of innovative retail development

Retail trade has been undergoing profound qualitative changes over the past decades, and the nature of qualitative changes requires rethinking the very concept of innovative development in relation to the retail industry. The authors focuses on the essential characteristics of the innovative development of retail trade, taking into account the evolution of interpretations of the phenomenon under study – from early classical theories to modern concepts that take into account the specifics of the digital economy. The article provides a consistent analysis of the impact of Internet technologies and other factors on the transformation of communication channels with consumers and sales, the role of marketplaces as a phenomenon that has radically changed the architecture of the retail market. Special attention is paid to innovative technologies that are implemented directly into the operational activities of retail trade enterprises, as well as the evolution of trade formats and strategies as objects of innovative transformations.

The authors comes to the conclusion that innovative development in the field under consideration cannot be characterized by point-to-point improvements, but represents a cumulative, interdependent transformation of various elements of a trading company's activities. It has been established that technological innovations primarily perform a catalytic function, triggering systemic changes in the totality of business processes, thereby forming competitive advantages of organizations and enterprises. The practical significance of the research lies in the possibility of using its results in the development of strategies for the innovative development of retail enterprises.

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