Peculiarities of retail development in the context of a new paradigm of economic development

Abstract

The article emphasizes the significant attention of scientists and practitioners to retail trade in modern conditions, its importance for maintaining social stability in the country. The peculiarities of retail development in the conditions of a new paradigm of economic development, which is characterized by sustainable development, digitalization of the economy, social responsibility, and partnership, are determined. Theoretical substantiation of issues of evolution, regularities and features of the development of retail and marketing activities of retail market entities in modern conditions, the role of retail in ensuring the social quality of life of the population in war conditions is the purpose of the article. The research used a set of such methods as monographic and dialectical, abstract-logical, comparison and generalization, graphic and tabular ones, which made it possible to achieve the goal set in the article. Theoretical approaches to the concepts of "retail trade" and "retail" are substantiated, and it is determined that scientists separate retail into a separate economic category and believe that it has its own economic meaning and differences. Attention is focused on the rapid response of organized retail to the effects of the external environment, due to the fact that it is an open system, includes in its structure trading establishments of various formats and sizes, and uses multiple models of interaction with consumers, manufacturers, suppliers, and the public. Network retail as a form of organization of mass retail trade is characterized, and the classification of networks with the author's criterion characteristic "by the place of legal registration of the final beneficiary" being highlighted is summarized. Attention is focused on the performance of classic functions by retail: intermediary one; promotion of goods and services; sales promotion; ensuring ease of purchase; ensuring customer loyalty; making a profit, however, because of the war, retailers in Ukraine have two more important functions - ensuring social quality of life of the population and providing food for the Security and Defense Forces of Ukraine. The study of the essence, functions and features of retail, marketing tools that are transformed in the context of the implementation of the provisions of the new paradigm of economic development is important for the rapid adaptation of retail market players to modern conditions of development