Improving sales promotion in retail

The article presents the basics of sales promotion at a retail trade enterprise, including consideration of the essence of sales promotion of goods, methods of sales promotion, as well as a study of the state of the modern Russian clothing and footwear market. The problem of the study is the lack of widespread use of motivation of sales personnel and the development of sales promotion methods on the example of specific trading enterprises. Based on the materials of the article, the author comes to the conclusion that the task of marketing communications to stimulate sales of goods is to create motives for making purchases by the organization’s customers, through short-term measures aimed at ensuring revenue growth and financial results of the organization. Promotional activities can be carried out in relation to intermediaries promoting goods and brands and in relation to the staff of a trade organization. In 2020, there was a reduction in the market due to the spread of the coronavirus pandemic. As a result of the unfavorable epidemiological situation, there was a decline in offline sales of clothing and footwear, which determined the need to implement sales promotion measures. The significance of the research lies in the development of sales promotion methods aimed at the internal and external environment of a retail company, the proposal of measures for material and non-material incentives for personnel, the introduction of a system of corporate training and development.