title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ ÑÐ¸Ð´Ð¶Ð¸ÑÐ°Ð»-Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ Ð´Ð»Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ð¹ ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð¾Ð¹ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Development of the concept of phygital interaction for retail enterprises
Creators: name: Ð¨Ð°ÑÐºÐ¾Ð²Ð°, ÐÐ½Ð°ÑÑÐ°ÑÐ¸Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: ÑÐ¸Ð´Ð¶Ð¸ÑÐ°Ð»
ÑÐ¸ÑÑÐ¾Ð²Ð¸Ð·Ð°ÑÐ¸Ñ Ð±Ð¸Ð·Ð½ÐµÑÐ°
ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸
ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ðµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ðµ
ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð°Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ñ
phygital
business digitalization
digital marketing
digital technologies
trading enterprise
retail trade

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description: The subject of the graduate qualification work is âDevelopment of the concept of phygital interaction for retail enterprisesâ.This work is devoted to the development of the concept of digital interaction as a communication channel for retailers based on the benefits of using digital technologies and consumer behavior. During the research, the following tasks were solved:1. To study the available scientific knowledge in the field of digital technologies and assess the favorable environment for implementation.2. To assess the strengths and weaknesses of online and offline marketing, evaluate the positive and negative effects.3. To study the factors influencing customer satisfaction when using figurative tools.4. To study the problems in the implementation of digital tools.5. To develop a concept of digital interaction for a retail enterprise.The work was carried out on the example of one of the largest retail chains in the Russian Federation â Â«PerekrestokÂ», on the example of which the concept for the introduction of phygital tools was formed.The result of the work was the concept of phygital interaction formed from disparate scientific knowledge, the relevance of which has been theoretically and empirically confirmed. This work shows the prospects for the development of the direction of phygital interaction and forms a new concept of communication with the consumer.