UDC 330.352
DOI: 10.36871/ek.up.p.r.2021.11.04.012

Authors

N. A. Kalashnikov,
Plekhanov Russian University of Economics, Moscow, Russia

Abstract

The article examines the influence of the COVID-19 pandemic on digitalization in Russian retail industry. The purpose of the study is to analyze the main directions of that influence and its consequences for strategy and management systems of retail organizations. The author uses his own evolutionary scale developed on the basis of literature review to study the process of digitalization in ten largest food retailers in Russia. As a result, the author identifies the factors of COVID-19 influence on retail industry digitalization and the main digital transformation approaches of Russian retailers and gives recommendations on digitalization management in the new normality era. Those results constitute the novelty of the study. The author concludes that today digital transformation is not only a necessary need for retailers, but also a way to achieve a long-term competitive advantage, however, for a successful digitalization the company has to create and develop proper competencies, innovation and infrastructure capabilities, strategic and operational management system and organizational culture.

Keywords

retail industry, retail, pandemic, new normality, digital transformation, digitalization, digital transformation management.