THE ESSENCE AND IMPORTANCE OF MERCHANDISING IN THE CONDITIONS OF MARKETING DIGITALIZATION

Abstract

The article explores the critical issues of conceptualizing and determining the significance of merchandising within the digital transformation of marketing. The study analyzes various definitions of the term “merchandising” and evaluates their practical relevance in a digital context. The research examines how marketing digitalization affects merchandising tools, highlighting that Big Data and digital analytics enable retailers to gain deeper insights into consumer behavior, develop robust demand forecasts, and adjust merchandising strategies accordingly. This process involves implementing personalized trade offers, enhancing inventory management precision, and streamlining sales promotion planning. Furthermore, digital tools provide the necessary structural and analytical framework to achieve and sustain competitive advantages. The paper outlines the prerequisites and the importance of adopting an omnichannel merchandising approach. It emphasizes that omnichannel integration requires a unified management concept across all consumer touchpoints to ensure a seamless, consistent, and coordinated shopping experience, regardless of the channel (physical stores, websites, mobile apps, or social media). The core tasks of this approach include synchronizing assortment, pricing, visual presentation, and promotional activities across all platforms to create a cohesive brand perception. Additionally, the article characterizes the impact of digital technology on advertising and determines how the structure of advertising expenditures influences merchandising effectiveness. Finally, it highlights the role of digitalization in the regional adaptation of merchandising strategies and its significance within the framework of sustainable development. In the context of digital transformation, ethical merchandising principles can be implemented through specialized eco-filters that enable consumers to sort the assortment based on environmental criteria. Furthermore, adopting paperless operations, such as digital receipts, minimizes paper waste, while integrating information about sustainable packaging directly into product listings serves as a compelling driver in the consumer's purchasing decision-making process.