Key factors for the success of retail chains using digital technologies

This article explores the main trends in the digital transformation of Russian retail, including the growing share of purchases through online services, the active comparison of prices for goods (including using special online services) and others. Based on the analysis of reports on digital transformation in Russia for 2018-2019, the author of the article determined the digitalization rate of retail. Based on the data obtained, the author identified key success factors for distribution networks that are emerging when digital technologies are introduced, and defines the concept of «digital transformation of distribution networks», which is a set of measures to introduce digital technologies in 4 directions: communication with consumers, operations, chain management supply and information security. The article summarizes the practical experience of implemented digital technologies at the moment.