TECHNOLOGIES FOR DIGITALIZATION OF DISTRIBUTION CHANNELS: THE ATTITUDE OF THE NEW GENERATION OF RUSSIAN BUYERS

Abstract

At the moment, there is an active introduction of digital technologies into distribution channels. The digitalization of sales channels in Russia has created objective prerequisites for the development of collaboration marketing, the use of which involves the inclusion of channel partners in marketing work, network activity, and the provision of content and assets. In these conditions, it is important to understand the attitude of the most promising category of buyers (youth) to these processes. Therefore, this study is devoted to identifying consumer attitudes towards the introduction of digital technologies into the distribution channels of the Russian Federation. This article assesses the opinion of young Russian consumers regarding the digitalization of distribution channels. The result of the study is to test a number of author's hypotheses regarding the preferences of young Russian consumers in relation to online and offline purchases. According to the results of the conducted field research, it can be concluded that the risk of the disappearance of offline trade remains rather low. The study found that modern consumers are aware of e-commerce services and have high confidence in them, and they often make their purchases through marketplaces. However, despite the increased demand for online shopping, which is due to the coronavirus pandemic, consumers do not allow for a complete crowding out of traditional stores. The respondents are more likely to purchase only pre-selected and seasonal goods, while everyday goods, periodicals and limited-choice goods are still more likely to be purchased by modern consumers in offline stores.