Retail Transformation under the Influence of Digitalisation and Technology Development in the Context of Globalisation

Abstract

The study aims to identify the main factors and determine the most probable directions of the transformation of the circulation sphere of the Russian Federation in the context of globalisation and the development of digital technologies. The methods of factor analysis, comparative analysis, correlation analysis, and dynamic series analysis are used in the study. It has been found that there is a close relationship between the processes of information and sociocultural globalisation. The presence of pronounced close direct or reverse connection between the development indicators of the information and communications environment, on the one hand, and the dynamics of the involvement of the Russian Federation in the process of globalisation, on the other hand, has been established. It has been found that the process of cultural globalisation in the Russian Federation proceeds at a higher rate than in other developing countries and is significantly synchronous with the countries of Europe and North America. A significantly high level of realization of the potential attractiveness of the development of retail chains and the penetration of global multinational companies into the Russian sphere of circulation has been revealed. It has been established that the level of information globalisation closely approaches the average European level and develops more synchronously with Europe and Central Asia and North America. The results of the study allow drawing the following main conclusions. In the Russian Federation, socioeconomic, sociocultural, information and communications, as well as global integration processes are observed, which are accompanied by the formation of a unified consumption and buying behaviour according to the Euro-Atlantic type.