The Future of Digital Retail: Trends for Innovation

The article identifies issues of traditional retail, discusses the main trends in the development of digital Russian and foreign retail, which improve the service and increase sales through the use of artificial intelligence, machine learning elements. The author substantiates the main trends in the digitalization of retail (for example, the growth of visual consumption, increasing competitiveness, personalization and uniqueness of customer experience, the interconnectedness of communication channels with the buyer: offline and online sales, etc.). Interesting ideas for implementing the «digital concept» are considered on specific examples (Amazon, Aliexpress, Walmart, House of Vans, Starbucks Reserve Roastery, etc.). The article examines the trends of retail digitalization in the beauty and fashion spheres using the example of Chanel stores (Atelier Beauté, Manhattan), MAC Cosmetics (MAC Experience Center, Shanghai), and COVERGIRL (Times Square). In addition, it analyses trends of digitalization in the food retail segment in terms of electronic price tags, the use of «digital glass» and «digital signage», «smart refrigerator», the introduction of «electronic Manager»: 7Fresh (China), X5 Retail Group (Russia), Afanasy (Russia), Galamart (Russia).