Problems of implementing the omnichannel approach in pharmaceutical sales in the Russian Federation
Matosyan V.A.1
1 Российский экономический университет им. Г.В. Плеханова
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Journal paper
Russian Journal of Entrepreneurship *
Volume 18, Number 20 (October 2017)
* Этот журнал не выпускается в Первом экономическом издательстве
Abstract:
The article considers some aspects of work of economic entities of retail trade and the possibility of implementing technological solutions that allow to exist and develop in adverse economic conditions. The implementation of omnichannel approach involves the integration of all channels of interaction with the consumer in a unified system. Such practice is quite widely in demand by various organizations. Remote trade, especially through the Internet, is also of interest to the final consumer. There are restrictions for the implementation of the model of omnichannel, conditioned by the norms of the current legislation in the sphere of sale and circulation of pharmaceutical products. In the light of the expected lift of the ban on the use of remote ways of selling medications, the principles of omnichannel will become more and more popular in the activities of retail organizations.
Keywords: retail trade, sale of pharmaceuticals, pharmaceutical legislation, omnichinality
JEL-classification: F10, I11, L81
References:
Zvereva A.O., Leonova Yu.G. (2016). Omnikanalnye prodazhi v roznichnoy torgovle [Omni-channel sales in retail trade]. Journal of Economy and Entrepreneurship. (6(71)). 324-327. (in Russian).
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