Transformation of Communication Policy to Ensure Resilience of Retail Trade Enterprises
Authors:   State Biotechnological University, Olinichenko Kateryna S. , Chmil Hanna L. ,   State Biotechnological University, Priadko Olha M. ,   State Biotechnological University
Published: May 2024

The communication policy of a trade enterprise always depends on the general goals of the enterprise, but it is impossible to consider the communications of a trade enterprise as a permanent component. Communication policy is a moving thing, it is constantly influenced by internal and external factors, which gives impetus to the company’s marketers to constantly adjust it to modern market requirements. The aim of the article is to determine the resilience of marketing strategies of trade enterprises in relation to communication and advertising activities under the influence of macro factors. We include the following macro factors: the COVID-19 pandemic and the full-scale military aggression of the russian federation from 24.02.2022 onward. We analyzed the relevant literature and found that the impact of general macro factors on the marketing strategy of trade enterprises is mostly incomprehensible and unpredictable, which requires new approaches to marketing activities. In particular, modern open sources and scientific literature do not sufficiently examine the methods and technologies of retailers in the communication strategy under the influence of stress and crisis. The study of contemporary behavior in the communication policy of trade enterprises in the market, including the growth of online commerce, has led to a shift in emphasis to digital advertising, which promotes sales via the Internet. Advertisers are actively working to promote products and services that can be purchased online. The pandemic has created many uncertainties, and advertisers have proven to be more flexible and ready to adapt quickly to changes in economic and social conditions. Particular attention should be paid to the advertising activities of trade enterprises during the wartime, that can become a significant challenge and require a careful approach. The warime creates its own unique challenges for businesses and marketers, and it is important to consider ethical and social aspects in advertising campaigns. We have summarized the aspects of the influence of external factors on the advertising activities of trade enterprises during the wartime. Since most retail sales still take place offline, trade marketers are reviewing the in-store experience, trying to combine the reach of physical retail with the involvement of digital channels, actively implementing in-store media communication. An effective in-store retail media strategy isn’t as simple as adding advertising around the store. This strategy requires technology to collect and analyze customer data, including where the customer went to in the store (particular departments), how much time they spent and what they did in there. It is necessary to thoroughly work out a map of buyer behavior. In the course of the study, the key components of advertising technologies in stores were identified, which should be considered in order to collect high-quality marketing information on consumer behavior, and subsequently – to convey advertising information to them at a specific point of sale. It is concluded that in the future, it will be extremely important for stores to apply a seamless omnichannel customer experience at the point of sale. Numerous studies demonstrate the positive impact of technology in retail on the customer journey to the store, as well as the customer journey in the store, from product selection to payment for purchase. Further development of communication strategies of retail trade enterprises envisages the use of modern technologies, the involvement of artificial intelligence and the improvement of customer service methods in trading floors.