Assortment as a factor of sales promotion in e-commerce
Boykova A.V.1
, Bragin L.A.1
1 Российский экономический университет им. Г.В. Плеханова
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Journal paper
Russian Journal of Entrepreneurship *
Volume 19, Number 3 (March 2018)
* Этот журнал не выпускается в Первом экономическом издательстве
Abstract:
In a context of fierce competition and decline in the demand in the market, trade organizations are forced to look for ways to improve the efficiency of economic activity. This problem is particularly serious in the sphere of e-commerce. Directions for attracting a customer to the online store website are often considered to be the main task according to the modern literature. Nevertheless, it is also important to retain customer and his incentive for the purchase of goods. The article considers the role of assortment policy in sales promotion in e-commerce. In particular, we pay attention to related products, its presentation on the website of the online store, as well as its own trademarks.
Keywords: e-commerce, sales promotion, related products, distance trade, proprietary brands
JEL-classification: L86, M31, L81
References:
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Nikishkin V.V., Tverdokhlebova M.D. (2014). Internet-marketing kompanii i ee imidzhevaya sostavlyayuschaya na rynke B2B [Company’s Internet Marketing and Image-Building Component in B2B Market]. Information society. (4). 42-59. (in Russian).
Panasenko S.V., Kolesnik E.N. (2015). Sovremennaya rol i napravleniya razvitiya vnutrennego marketinga [Modern role and directions of internal marketing]. Human Capital and Professional Education. (3(15)). 33-39. (in Russian).
Pursky O.I., Grynjuk B.V., Mazoha D.P. (2014). Modeling of the transaction expenses of consumers in electronic trading Проблемы экономики (Харьков). (4). 466-473.
Vasileva S.A. (2011). Prodvizhenie sayta v poiskovyh sistemakh [Website promotion in search engines]. Current problems of the humanities and natural sciences. (4). 40-42. (in Russian).
Yukhta A.S. (2012). Rol uslug ekspress-dostavki v razvitii elektronnoy torgovli [The role of express delivery services in e-commerce development ]. Theory and practice of social development. (1). 230-233. (in Russian).
Aleksina S.B. (2017). Sovershenstvovanie sistemy upravleniya kanalami distribyutsii tovarov v usloviyakh tsifrovoy ekonomiki [Improving the management system for distribution channels in the digital economy]. Journal of Economy and Entrepreneurship. (9-4(86-4)). 768-771. (in Russian).
Baskakov V.A., Deputatova E.Yu. (2016). Aspekty funktsionirovaniya sovremennogo FMCG-rynka [Aspects of functioning of the modern FMCG-market]. Nauka i obrazovanie v sovremennom mire. 268-270. (in Russian).
Bragin L.A., Karaschuk O.S., Nikishin A.F. (2017). Razvitie zony obsluzhivaniya organizatsiy torgovli v sovremennyh usloviyakh [Development of a service area for trade organizations in modern conditions]. Journal of Economy and Entrepreneurship. (10-2(87-2)). 474-477. (in Russian).
Bragin L.A., Krasilnikova E.A., Mayorova E.A., Nikishin A.F. (2017). Internet-tekhnologii v organizatsii torgovli v sovremennyh zhilyh kompleksakh [Internet technologies in the organization of trade in modern residential complexes]. Journal of Economy and Entrepreneurship. (9-4(86-4)). 1188-1190. (in Russian).
Granat L.V. (2017). Programi loyalnostі na pіdpriєmstvakh rozdrіbnoї elektronnoї torgіvlі [Loyalty programs at retail e-Commerce companies]. Mіzhnarodniy naukoviy zhurnal. (9). 52-55. (in Russian).
Ilyashenko S.B. (2016). Stimulirovanie prodazh v elektronnoy torgovle [Sales promotion in e-commerce] Tools and mechanisms for modern innovation development. 138-141. (in Russian).
Ilyashenko S.B., Lebedeva I.S. (2016). Main directions of increase in efficiency of electronic commerce Vienna.
Ilyashenko S.B., Zvereva A.O. (2016). Sistemnyy podkhod k stimulirovaniyu prodazh v elektronnoy torgovle [System approach to promotion of sales in e-commerce]. Journal of Economy and Entrepreneurship. (11-4(76-4)). 1134-1136. (in Russian).
Ivanov G.G., Efimovskaya L.A., Mayorova E.A., Nikishin A.F., Shipilova S.S., Boykova A.V., Tyunik O.R. (2017). Perspective directions of trade development Vienna: "East West" Association for Advanced Studies and Higher Education GmbH.
Ivanov G.G., Mayorova E.A. (2014). Delovaya reputatsiya i effektivnost torgovli [Business reputation and trade efficiency]. Ekonomichniy chasopis-XXI. 1 (1-2). 54-57. (in Russian).
Krasilnikova E.A., Baskakov V.A. (2016). FMCG-rynok: dvukhletnie posledstviya embargo [FMCG Market: Two-Year Effects of the Embargo]. \Academy's Herald. (4). 46-49. (in Russian).
Leonova Yu.G., Shipilova S.S. (2017). Formirovanie loyalnosti pokupateley v elektronnoy torgovle [Formation of customer loyalty in e-commerce] Modern problems and perspective directions of innovative development of a science. 76-79. (in Russian).
Mamatov E.M., Brusenskaya I.N. (2015). Sravnitelnaya otsenka vliyaniya faktorov prodvizheniya sayta v poiskovyh sistemakh Yandeks i Google [Comparative assessment of the impact of factors of website promotion in the search engines Yandex and Google]. Scientific bulletins of the Belgorod State University. Series: The Economy. Computer science. 35 (13-1(210)). 109-113. (in Russian).
Mayorova E.A., Ivanov G.G. (2015). Rezultaty issledovaniya vospriyatiya pokupatelyami sotsialnoy otvetstvennosti torgovyh struktur [The Results of the Study of Customer Perception of Retailer Social Responsibility]. Nauka i biznes: puti razvitiya. (5). 129-132. (in Russian).
Mayorova E.A., Nikishin A.F., Pankina T.V. (2016). Sotsialnye seti v deyatelnosti roznichnyh torgovyh organizatsiy [Social networks role in the retailers’ activity]. Economy. Business. Banks. (3(16)). 57-67. (in Russian).
Nikishin A.F., Pankina T.V. (2015). Puti povysheniya konkurentosposobnosti Internet-magazinov [Ways to increase the competitiveness of internet-shops]. Russian Journal of Entrepreneurship. 16 (11). 1625-1636. (in Russian). doi: 10.18334/rp.16.11.243.
Nikishkin V.V., Tverdokhlebova M.D. (2014). Internet-marketing kompanii i ee imidzhevaya sostavlyayuschaya na rynke B2B [Company’s Internet Marketing and Image-Building Component in B2B Market]. Information society. (4). 42-59. (in Russian).
Panasenko S.V., Kolesnik E.N. (2015). Sovremennaya rol i napravleniya razvitiya vnutrennego marketinga [Modern role and directions of internal marketing]. Human Capital and Professional Education. (3(15)). 33-39. (in Russian).
Pursky O.I., Grynjuk B.V., Mazoha D.P. (2014). Modeling of the transaction expenses of consumers in electronic trading Проблемы экономики (Харьков). (4). 466-473.
Vasileva S.A. (2011). Prodvizhenie sayta v poiskovyh sistemakh [Website promotion in search engines]. Current problems of the humanities and natural sciences. (4). 40-42. (in Russian).
Yukhta A.S. (2012). Rol uslug ekspress-dostavki v razvitii elektronnoy torgovli [The role of express delivery services in e-commerce development ]. Theory and practice of social development. (1). 230-233. (in Russian).
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