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OMNICHANNEL IN IMPROVED PROFITABILITY IN RETAIL

Автор: Sveta on .

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Vysochyn I., Khmara A. Omnichannel in improved profitability in retail. Visnyk Kyi’vs’kogo nacional’nogo torgovel’no-ekonomichnogo universytetu. 2021. № 6. P. 89-98.

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DOI:  http://doi.org/10.31617/visnik.knute.2021(140)07

UDC 339.137:339.15
JEL Classification: L81, M31, M21
 
VYSOCHYN Iryna,
DSc (Economics), Associate Professor, Professorat the Department of Economics and Business Finance
Kyiv National University of Trade and Economics
19, Kyoto str., Kyiv, 02156, Ukraine 
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ORCID: 0000-0002-1738-8553
 
KHMARA Ahata,
bachelor’s degree in Business Economics
Kyiv National University of Trade and Economics
19, Kyoto str., Kyiv, 02156, Ukraine 
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ORCID: 0000-0003-2119-0985

OMNICHANNEL IN IMPROVED PROFITABILITY IN RETAIL

The relationship between omnichannel and the profitability of the trading business is substantiated. The expediency of using the omnichannel approach in retail has been proved in view of the current realities caused by the COVID-19 pandemic. Metrics of effi­ciency of application of the omnichannel approach are given.
Keywords: omnichannel, multichannel, revenues, turnover, conversion, retail.

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