title: Ð¦Ð¸ÑÑÐ¾Ð²Ð¸Ð·Ð°ÑÐ¸Ñ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«ÐÐµÐ½ÑÐ°Â»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Digitalization of the commercial activities of a trade enterprise (on the example of LLC Lenta)
Creators: name: ÐÑÑÑÐ°Ð½, ÐÐ°ÑÑ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¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸
ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ðµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ðµ
Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÑÐµÑÑ
ÑÐ¸ÑÑÐ¾Ð²Ð¸Ð·Ð°ÑÐ¸Ñ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸
ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð°Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð°Ñ ÑÐµÑÑ
digital technologies
trading enterprise
business process
digitalization of commercial activities
retail trade network

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description: The aim of the work is to analyze the experience of introducing digital technologies of Lenta LLC and develop recommendations for improving the efficiency of digital tools in the companys commercial activities. During the research, the following tasks were solved: 1. The concepts and essence of business digitalization are studied. 2. The classification of digital solutions is considered. 3. Modern digital technologies used in Russian retail have been studied. 4. The general characteristics of the trade enterprise Lenta LLC are analyzed. 5. The internal and external environment of the enterprise is characterized. 6. The resource potential and the main indicators of the economic activity of the trade enterprise Lenta LLC are analyzed. 7. The experience of using digital technologies in the company was studied. 8. An event was developed to improve the activities of a trading enterprise based on digitalization tools and the effectiveness of the proposed recommendation was evaluated. The relevance of the topic is due to the companys need for digital business transformation in order to achieve the maximum positive economic effect. When collecting the necessary data for this research, search engines such as Google and Yandex were utilized. The sources of information included data from domestic and foreign scientific literature, official internet resources, and analytical agencies. A system of push notifications of a personalized promotional offer at the time the consumer visits the store using Big Data and iBeacon geo-tags is proposed in order to stimulate sales and create a personalized customer experience. The results of the development should have a positive impact on the profit of the enterprise.