The Role of Digital Technology in Changing the Function and Structure of the Shopping Channel

Student: Vorotnikov Daniil

Educational Programme: Marketing and Market Analytics (Bachelor)

Year of Graduation: 2024

This paper examines the impact of digital technologies on the functions and structure of the retail channel in contemporary Russia. The study focuses on identifying discrepancies between theoretical models and actual practices, as well as on determining trends and prospects for retail channel development in the context of digital transformation. Particular attention is paid to exploring consumer preferences and behavior regarding digital channels and innovative technologies. The paper employs a mixed-methods approach to data collection and analysis, incorporating in-depth interviews with consumers and online surveys. The findings demonstrate the growing popularity of online retail and omnichannel strategies, while also revealing factors influencing consumers' choice of retail channels, such as price, convenience, delivery speed, and trust in retailers.

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