How to increase a company's effectiveness in a crisis environment

Anti-crisis research and issues of effectiveness management under crises have become of an extraordinary importance in the contemporary Russian economy. In the paper presented, some ways of how to increase the effectiveness of retail companies during crises have been described. Both secondary and primary data have been used. Main tendencies of consumer behavior have been described. Some of anti-crisis tools and means to cope with crises in the Russian retail market have been presented. It has been emphasized that all of them are to a certain extent related to digital technologies. A company's digitalization has been considered as a premise for effectiveness increase during crises. Results of the research might be interesting from the point of view of the sys-tematization and popularization of anti-crisis tools of contemporary management and marketing.