A MODERN VIEW OF THE FUTURE DEVELOPMENT OF DIRECT PRODUCER-CONSUMER INTERACTION UNDER CONDITIONS OF CHANGE
Alexander S. Tretiakov1,2
1Peoples' Friendship University of Russia, Moscow, Russian Federation
2Samsung Electronics Rus Company LLC, Moscow, Russian Federation
Keywords: D2C business model, digital marketing, analytics, O2O experience, personalization
Abstract
The purpose of the article is to analyze the opportunities of direct interaction between companies with consumers in conditions of changes using D2C business model, to help trading organizations extract benefits from D2C model, to achieve a competitive advantage and satisfying customer needs. In recent years, D2C model has become more and more popular within the development of digital technologies and online sales. The tasks of this article are to investigate the main advantages of the D2C model, such as increasing the profitability of the company due to the lack of intermediaries and the possibility of managing prices for its products, creating its own brand and image by improving recognition and creating unique experience for their customers, scaling business by attracting new customers, the introduction of new products and innovations that allow you to quickly respond to changes in consumer demand, it is better to adapt to the requirements of the market and be more flexible in their business solutions. The article will also consider possible risks and the methods of their leveling are proposed. Trade companies that manage to effectively integrate D2C model into their business successfully interact with the consumer, improve the quality of their products based on the collected customer feedback. However, in conditions of changes that directly affect consumer needs, increase in competition and the need to build long-term relations, force trading companies to encounter challenges when introducing D2C model. The article will open up the problems and methods of solving them for the trading companies effective adaptation to any changes in the market. The object of research are different tools used for the effective implementation of D2C model in modern trading organizations. The subject of the study is the relationship between company and the consumer during the implementation of D2C strategy. The research methodology is based on objective trends, significant connections and dependencies. Key results are reduced to the analysis of the effectiveness of methods for the successful implementation of D2C strategy of a trading company. The conclusion declares the general conclusion that companies using D2C model have huge potential for development in Russia, and with competent strategic planning, competitive advantages increase significantly.
|
