Features of promotion of goods and services in retail trade in modern conditions

One of the most important factors in the competitiveness of modern trade organizations is their communicative potential and the possibility of using it in omnichannel mode. The complex of interaction of online and offline technologies for interaction with customers is described in detail. The classification of advertising technologies and marketing tools on the Internet is given, it is revealed which advertising and sales promotion tools are "working" in modern conditions of financial uncertainty and declining consumer demand in the retail sector.