MANAGEMENT OF CONSUMER EXPERIENCE IN RETAIL: TRENDS AND PROSPECTS

Abstract

Abstract. The article investigates the experience of consumers in the development of digital technologies, which fundamentally change the conditions of doing business in terms of long-term relationships with consumers and lead to the formation of a new consumption culture in the retail sector, examines methods for evaluating consumer experience; summarizes recommendations for managing consumer experience. The emphasis is on the fact that new concepts that substantiate the process of interaction between consumers and sellers involve the applying of new, more complex relationships with consumers, managing points of contact with them to ensure long-term customer loyalty. The prospects for further research are determined, which are related to the development of tools for building and managing consumer experience, taking into account the specifics of the activities of domestic retailers.