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 1.1.    [43 -     Deloitte Global Powers of Retailing 2019 (https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Consumer- (https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Consumer-)Business/cons-global-powers-retailing-2019.pdf)   .]






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 1.5.  [45 - https://retail-loyalty.org/news/dolya-natsenki-v-obeme-prodazh-menee-10-privedet-k-zakrytiyu-vsekh-torgovykh-setey-eksperty/ (https://retail-loyalty.org/news/dolya-natsenki-v-obeme-prodazh-menee-10-privedet-k-zakrytiyu-vsekh-torgovykh-setey-eksperty/).]       






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 1.6.    [47 -     Deloitte Global Powers of Retailing 2019 (https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Consumer-Business/cons-global-powers-retailing-2019.pdf (https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Consumer-Business/cons-global-powers-retailing-2019.pdf))   .]







    

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  push-            .     ?    ?  ?  -  ?

            ,   .

        ,            .

 ,    .   :      ,      ,       ,        .

 ,                      (       )     (    ,          ).

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,             ,            .

          ,   .




1.6.    


 ,     ,    ,    ,   ,            .

 ,    (          )   III    .      ,     ,      .   ,        (!) ,      .

            X .

            ,     - , ,  ,   .         shop.            ,      ,   .         .       .    ,   .          .   ,     ,  .   (Paul Nystrom)[65 - Nystrom P. H. The Economics of Retailing. New York: The Ronald Press Company, 1915. P. 25.] ,   shopping, ,           .  ,  ,      ,     ,       .   ,     (Adam Smith)   ,     ,  ( , !) , ,    (   ),           .                  .

 ,   ,        500700  ,      300400  .     Main Street.    . ,     ,      . Main Street,   ,         ,   ,   ,   ,     ,  ,    .

,        ,            general stores,      ,    trading post             .     ,        ,        .      ,      ,  ,     : , , ,     .

     XVXVI   [66 -     ,     .].   , ,     ,       ,        ,   ,  .

      .       ,  ,     ,  ,   ,    ,      . ,     ,         ( ,   ).

      ,      ,   XVIII       -    1785 ,     Hudsons Bay[67 - https://www.newworldencyclopedia.org/entry/Department_store (https://www.newworldencyclopedia.org/entry/Department_store).].       ,   ,          .          ,       .

  XIX         (        )           .  ,         Bon March[68 - Bon March (.)   .],   1836 ,  , ,  Bon March       ,      Selfridges,   1909 .  , ,        [69 -         (John Wanamaker),                1875 .].      .   . Department store               ,   .        ,  ,             (          ).           ,          .  ,      .

        (department, )                     -         .       ,      ,                .

            .     (        )     ,     .  ,       .      ,                .

         - (Pryce Pryce-Jones).  1861          ,   ,    .           .    Royal Welsh Warehouse      ,        (60 000     )[70 - http://www.bbc.co.uk/ahistoryoftheworld/objects/gh5qCU47Ryyc2fOqSjKiLw (http://www.bbc.co.uk/ahistoryoftheworld/objects/gh5qCU47Ryyc2fOqSjKiLw).].

         .          Piggly Wiggly          (Clarence Saunders)  1916 .       .    Piggly Wiggly     ,         605    ,   .              .    .  Piggly Wiggly         ,    ,   1937        . Piggly Wiggly Corporation               2800 .

 ,           (Michael J. Cullen) 4  1930       , -, .  King Kullen  560


,     -,     .  .        Piggly Wiggly   ,  King Kullen       ,       . ,           :        ,      ,         .       ,   1930-         ,    .   1950-     .

   Fred Meyer[71 - https://www.investopedia.com/terms/h/hypermarket.asp (https://www.investopedia.com/terms/h/hypermarket.asp).]    , , ,  1931 ,   ,       Carrefour[72 - Byrne-Paquet L. The Urge to Splurge: A Social History of Shopping. ECW Press, Toronto, Canada, 2003. P. 83.],   1963   ,    ---.       ,     ,    .       70-   .            ,  ,  ,          (     big boxes   )        ,    , .

 80-      (   )           ,       (  ),  ( ),  (    )   (   ,          ). ,         ,                          ,     .

   -     1994 ,      -      .

 2000  Amazon,      ,      .  ,   ,    ,      .   ,       ,    .                          񻠖    .  ,       -      -  ,  .

              .

,      1925      Sears,       1892 ,    -,      ,    .

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  ,                 100%-    ,       , -       . ,  -,  ,      ,  ,    .

 ,               .

         .

   ?

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   1917                    , , ,    ,        ,       (,   .)         .     ,    . ,              1910   .  ,     27  [73 - https://yarwiki.ru/article/2167/chichkin-aleksandr-vasilevich (https://yarwiki.ru/article/2167/chichkin-aleksandr-vasilevich).],     , , , , , , --  .     ,    ,         ,   .    self-made-   .       ,            . (  ,   , : !                     .)

  1917       (  )   ,     .    ,   70             .        ,   ,      .     2,20       ,         ,      ,   ,        .

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 ?  .        ,         .

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1.7.   .      


,           , ,    ,     :

40-  XX    ;

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  [74 -   (Moores law)    ,   1965 ,         - ;        .]      .

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     .     -  ,  ,       ,        .

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  ,    ,         .    ,   ,      .  ,  /  ,  ,       .

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    Walmart  1970-            ,       .                 ,      .                    .      ,   ,      .

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1.8.  


-         ,     ,   ,    ,    ,   . , ,          ,   .  -  ,   -     .

 ,       , , ,     , -     .  , ,      ,        ,      , , ,   .

    ,      :    .       ,   .     .

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      .   ,   ?     -    ,    .    .   .

     ,   .      ,  win-win, -, ,        (. ),    ,  . , .

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  ,    ,          : , , 

  , ,  ,             ,      .  ,      ,    ,    .    .     , ,     .

        .   .    .

  .



    ,          : https://retailing-book.ru/ (https://retailing-book.ru/).











 2.    





2.1.    


  ( ).

   (  ).

    (  ).

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.2.1.   



      .  -   .      -  .     ,  ,  ,    .

 .

 ,        1  ,    .  ,        25    ,      ,           25  . (,           .)

  .  ,    ,          [80 - https://ivanovo.gks.ru/storage/mediabank/kr_sb_2015.pdf (https://ivanovo.gks.ru/storage/mediabank/kr_sb_2015.pdf); https://ivanovo.gks.ru/storage/mediabank/kr_sb_2018.pdf (https://ivanovo.gks.ru/storage/mediabank/kr_sb_2018.pdf).]  2018 .    1 004 200 ,      296 896    ,  24 741,3    .    ,          ,   2018     24 638 .    ,             164 827,4  .  ,    , 44 927,7    .   ,           ,    209 755,1    .       ,  55,5%          2018   .    ,        ,   70,6%.

   .      [81 - https://www.gks.ru/folder/13397?print=1 (https://www.gks.ru/folder/13397?print=1)  2017 .],           2017   75,8%  ,   56,7%      16,7%      2,4%       .

  ,  .  ,          (   2018 ) 13,7    3,7      .  ,  , ,          .

       14  ?

   .  (,     )   .

        [82 - https://www.gazeta.ru/business/2018/12/17/12097357.shtml (https://www.gazeta.ru/business/2018/12/17/12097357.shtml).],        31,2%   (     2018 ),        7    .  ,      8,2%       4% ( [83 -  .,  . .    / . .  . . . . .: , 1999. . 44.]    1999 ,    ,   -  ).

 : 1910  (  ,     )       28,7% [84 - Nystrom P. H. The Economics of Retailing. New York: The Ronald Press Company, 1915. P. 48, 50.].   .

   ,   .

      ,      7%,     1,6  .

   ,     3 %  ,        700   .

  ,     10%  2,3    .

       6%,   ,       ( )   1,4    .






.2.2.     . 



 (      )                -,     . ,  ,     -    , , ,       - (   2019 )  25%[85 - https://www.pwc.ru/ru/publications/kak-izmenitsa-litso-rynka-torgovoy-nedvizhimosti.pdf (https://www.pwc.ru/ru/publications/kak-izmenitsa-litso-rynka-torgovoy-nedvizhimosti.pdf).]   .

 -       ()   (), ,   ,     ()  ,   ,      -  .                  ,  ,  ,   -    ,       .  ,     ,     ,  .

        ,              . ,        ,        .  ,   , ,     ,  ,   .

               .

         .   ,            ,      ,     .

   :

   ,   ,      (- )  - (-);

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          ,   ,   ;

 ,       . ,  ,   AliExpress           ,    ,        ,    ;

      ,  ,   ,          .   :    ,                  .          ,         ,    (   ).      ,    (Clayton Christensen)[86 -   (19522020)  ,  ,          .]  ,    .         (Theodore Levitt)[87 -   (19252006)  , -  Harvard Business Review.]:        ,              .      ,        [88 -   :     (   ,  : https://hbr-russia.ru/innovatsii/upravlenie-innovatsiyami/831017 (https://hbr-russia.ru/innovatsii/upravlenie-innovatsiyami/831017)).].

      ,                      .

      ? ,         ,    ,           ,     30   [89 - https://ru.wikipedia.org/wiki/ (https://ru.wikipedia.org/wiki/%D0%AE%D1%80%D1%8C%D0%B5%D0%B2%D0%B5%D1%86).]. ,  ,          .

      ?    ,  , ?          ?

      ?  ,      , , , ,        .

  ?  ,   -       ,  ,         .

       ,     ?  ,      ,         , ,   ,      ,     .   :                        .

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   ,            .

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               ,  ,       .

   ,     :  ( , 50 );  (, 711 );   (24 ),    ,    ,      .




2.2.  


        :

,  ,     ;

,  ,    -    ;

       ,    ,     () .

 [90 - https://www.census.gov/data/tables/2018/econ/arts/annual-report.html (https://www.census.gov/data/tables/2018/econ/arts/annual-report.html); https://www.census.gov/data/tables/2018/econ/arts/supplemental-ecommerce.html (https://www.census.gov/data/tables/2018/econ/arts/supplemental-ecommerce.html).]      2018 ,          :






.2.3.        (2018 )



   82,91%;

-  11,08%;

     6,01%,     1,90%,     3,92%,      0,19%.

  , ,    ()        -.

    ,  2018.  -     4%    [91 - https://www.pwc.ru/ru/publications/kak-izmenitsa-litso-rynka-torgovoy- (https://www.pwc.ru/ru/publications/kak-izmenitsa-litso-rynka-torgovoy-)nedvizhimosti.pdf.].

 e-commerce    6%     [92 - https://www.interfax.ru/business/710240 (https://www.interfax.ru/business/710240).],           25  2020 .

  [93 - https://rosstat.gov.ru/search?q=+++&date_from=&content=on&date_to=&search_by=all&sort=relevance (https://rosstat.gov.ru/search?q=+++&date_from=&content=on&date_to=&search_by=all&sort=relevance).] (,       ),             2020   3,9%  2%   2019 .

       8% ,         9 2021 [94 - https://www.interfax.ru/business/750104 (https://www.interfax.ru/business/750104).].

      ,  ,   .

    : ,   -       ;       .

  -    ,      , ,   .

 -      2018    .2.4[95 - https://www.pwc.ru/ru/publications/kak-izmenitsa-litso-rynka-torgovoy-nedvizhimosti.pdf (https://www.pwc.ru/ru/publications/kak-izmenitsa-litso-rynka-torgovoy-nedvizhimosti.pdf).].






.2.4.  -        2018 




-,      

           ?

          .

                .

       .

          (retailtainment)     retail ( )  entertainment ().      (George Ritzer)      :         ,      ,    ,   , ,   ,         [96 - Ritzer G. Enchanting a Disenchanted World: Continuity and Change in the Cathedrals of Consumption. 3rd Edition. Sage Publications, 2009. P. 100.]. ,   [97 -  . . .    . .: , 2006.]          1999           ,      .         4.

    .

  -              , , ,   .  3D-  360-           ,        ,                ,     .

 .

 ?     ,      .       :       ,   ,       .              .

    .

                ,                         .

           ?

  .

 -   ()   ,               .

 ,  , .

        -             ,     -  ,   - (    ).


-,     -    

-      : e-channel  m-channel.

     e-channel (e-commerce, e-tailing),          ()   (, ) .

            () ,         (m-channel, m-commerce, m-retailing).

  -        ?

    .

       .  -  .  ,  -    -.       -   ,          .

     .

 ,      -,      ,        .  ,   -,        ,    . ,    ,   . -                  , , ,   .     .

 .

                 -.

.

    -          .          ,  ,        .   ,    ,    ,              ,          ,    , ,   ,         .

    .

   -       .         .  -     .     ,    ,     .


   

 2019                 [98 - https://datareportal.com/reports/digital-2021-global-overview-report (https://datareportal.com/reports/digital-2021-global-overview-report).]. ,            .

  m-channel ( )    e-channel ( )     .            ,            .       ,  ,   ,        .             .

       :       , 24/7.                        .

         ,      .


    (S-RETAILING)

 ,   Facebook, Twitter, Pinterest, Instagram, TikTok  .,            .     .            Facebook.

  -        ?

    .

                (        ).

         .

, , ,              .

   -    -.

 -  ()    .


       ,    ,     () 

 .               ,  ,      .          ,      .       ,       Avon,   Amway;  ,    Zepter  Tupperware.   ,  .

       ,         (       ,         )   , ,  ,      ,         .

  .          ,          .          ,      ,        Otto  Quelle        .       [99 -  ,    2021      .].             ,            24        ,    .          ,    ,      (  ).

    ().       ,      ,       (   )   ( )   .           ,   ,      .       ,       ,     . ,  (     2020 )       .          :    1      ,   ,       ,    ,      .       ,      ,    ,            .


  

 ,       .      ,  -  .    ,  ,          ,       .

 ,  ,    ,      . Nordstrom ,          ,  ,     .      ,        ,     (  ),  ,      (    )[100 -  .,  . .  . 15- ./ . . . . .: , 2018. . 557.].

       ,         ,   ,      .

      ,    .      ,     ,  .  ,  ,     -.              .


     

       . , -       .   ,     (        ),       (      )         (. 2.1).



 2.1.     









                   .                 .     ,   ,            ,    -              ,     .


   

  -,    ,      () .             ,    ,   / (,  )  ,     (   )        .   , ,              ,           [101 -  (. dark store,     ,   ,    )  ,  ,    ;             -.],    .,      .

  -,    ,    ,         :     ,   ,        ,    .          ,         (   ),     , ,    .   , ,        , ,    .,  ,  -,   ..   , ,      ,      .

        -   .          ,         (   ),     , ,    .   , ,        , ,    .,  ,  -,   ..   , ,      ,      .

     ,         ,      .           ,         (   ),     , ,    .      ,     .   , ,        , ,    .,  ,  -,   ..   , ,      ,      .

-           . ,  ,    () ,    ,     ,      ( -, -    ).




2.3.     


    ()   .  ,         .     ,         .

     ( , ,    ),     ;        .

 ,    ,   (),     .           [102 -    : https://marketing-dictionary.org/p/product/ (https://marketing-dictionary.org/p/product/).].

   , , , ,   ,    .        (, , ),      . ,        ,     ,       [103 - http://www.businessdictionary.com/definition/product.html (http://www.businessdictionary.com/definition/product.html).].

 , ,    formare,    , .       ,        .     , ,    ,  ,    ...           ,      .

    -     ,       ,       ,    ,      [104 -  . .,  . .       //  , 2011. 2 (1).].

  -        :

    ( SKU,   ,          );

   ;

  ;

   ;

  ;

       ;

   ;

     (. 2.2).



 2.2.   ,   ,     






    ,   :   .       ,       .       ,    ,       .

                 ()   ,            . (         .)

    .  ,        , ,   ,    .  򻠖   ,    .            .  ,        . (          .)    ,         :      ,   ,   Tesco    ,   ,  Walmart      .

   ,    ,            .       ,           ,    ,           .

    :   .

    ,       ;              . ,        ,    , ,   ,   .     ,  ,          ,    [105 - Gonzales-Benito O., Martos-Partal M., Garrido-Morgado A. Retail store format decisions in Handbook of Research on Retailing, Edited by Katrijn Gielens // Kenan-Flagler Business School, University of North Carolina, US and Els Gijsbrechts, Tilburg School of Economics and Management, Tilburg University, the Netherlands, 2018. P. 331.].         ,     .      .  ,               .             ,           .                   , ,          .           ,   ,   (  !) .




  .


   .

   ,     (https://www.litres.ru/maksim-tverskoy/retailing-dlya-russkogovoryaschih/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


  ,       16%.     18%     :// https://retailweek.ru/images/2017/retweek_web3.pdf (https://retailweek.ru/images/2017/retweek_web3.pdf).




2


  , 2019. . : // https://rosstat.gov.ru/bgd/regl/b19_13/Main.htm (https://rosstat.gov.ru/bgd/regl/b19_13/Main.htm).




3


http://vestnikmckinsey.ru/retail/350000-torgovyhkh-tochek-v-rossii (http://vestnikmckinsey.ru/retail/350000-torgovyhkh-tochek-v-rossii).




4


 ,   ,   , ,     ,           .




5


 .




6


   ,    ,    ,       .




7


   (Nassim Nicholas Taleb) -, -, ,   ,        Skin on the Game (  ,      ).




8


 1  2014       5130399    513032013 .   ,        381-.




9


 .,  . .   / . . . . 15- . .: , 2018.




10


Berman B. R., Evans J. R. Retail Management: A Strategic Approach. 12th Edition. Pearson, 2013. P. 3.




11


     ,       : , ,      ,   ?   :   ,      .




12


     , ,             ( ).




13


      ,       .




14


 .,  . .   / . . . . 15- . .: , 2018. . 416.




15


 Walmart  2020    524   .        ,     Walmart Inc.     2020 ,   20,6  ,       280   .    Walmart  1,9       (https://en.wikipedia.org/wiki/Walmart (https://en.wikipedia.org/wiki/Walmart); https://minfin.ru/ru/perfomance/budget/federal_budget/budgeti/2020/ (https://minfin.ru/ru/perfomance/budget/federal_budget/budgeti/2020/)).




16


Forbes / How Top CEOs Transform Companies Around The Customer, Like The New Kentucky Derby Videoboard. 2014, Apr 21 // https://forbes.com/sites/robertreiss/2014/04/21/how-top-ceos-transform-companies-around-the-customer-like-the-new-kentucky-derby-videoboard/#1920309c32ac (https://forbes.com/sites/robertreiss/2014/04/21/how-top-ceos-transform-companies-around-the-customer-like-the-new-kentucky-derby-videoboard/#1920309c32ac).




17


 . .,  . .    . .: , 1992.




18


   28  2009  381-         ,  2.




19


Govoni N. A. Dictionary of Marketing Communications. SAGE Publications, Inc, 2003.




20


Oxford Dictionary of English Third Edition. Oxford University Press, 2010. P. 1107.




21


Cox R., Brittain P. Retailing: An Introduction. 5th Edition. Pearson Education Canada, 2004. P. 117.




22


Marketing-dictionary / Merchandising // https://marketing-dictionary.org/m/ (https://marketing-dictionary.org/m/)merchandising.




23


Cambridge Dictionary merchandise // https://dictionary.cambridge.org/dic (https://dictionary.cambridge.org/dic)tionary/english/merchandise.




24


 .,  . . -, 2005. . 11.




25


CSCMP (the Council of Supply Chain Management Professionals) // https://cscmp.org/CSCMP/Educate/SCM_Definitions_and_Glossary_of_Terms.aspx (https://cscmp.org/CSCMP/Educate/SCM_Definitions_and_Glossary_of_Terms.aspx).




26


 seamless  黠          ,            .




27


Cavinato J. L. The Supply Management Handbook. 7th Edition. McGraw-Hill Education, 2006. P. 893.




28


Statista / Key Figures of E-Commerce // https://www.statista.com/statistics/ (https://www.statista.com/statistics/)534123/e-commerce-share-of-retail-sales-worldwide/.




29


Simone A., Sabbadin E. The New Paradigm of the Omnichannel Retailing: Key Drivers, New Challenges and Potential Outcomes Resulting from the Adoption of an Omnichannel Approach// International Journal of Business and Management. Vol. 13, No. 1, 2018. Published by Canadian Center of Science and Education ISSN 18333850 E-ISSN 18338119.




30


Nystrom P. H. The Economics of Retailing. New York: The Ronald Press Company, 1915. P. 238.




31


Beck N., Rygl D. Categorization of multiple channel retailing in Multi-, Cross-, and Omni-Channel Retailing for retailers and retailing// Journal of Retailing and Consumer Services, Volume 2. November 2015. P. 170178.




32


Freeman R. E. Strategic Management: A Stakeholder Approach Harper Collins College Div. 1984.




33


,   New Balance      ,  .




34


 .   .    Wal-Mart / . . . .  , 2011.




35


 . .    / . . . , . . .: , 2016.




36


   - .     ,                     .   ,        ,           ,      ;      2002 .




37


   - ,   .    ,        2002  ( .      .   1996 ).




38


 .     / . . . , . , . . .: , 2014.




39


,  ,        ,     .     , ,      ,    .




40


               ,      .  ,            ,      .




41


,              .




42


          ,      ,     ,            : https://marketing-dictionary.org/u/unique- (https://marketing-dictionary.org/u/unique-)selling-proposition.




43


    Deloitte Global Powers of Retailing 2019 (https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Consumer- (https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Consumer-)Business/cons-global-powers-retailing-2019.pdf)   .




44


Davidson W. R., Sweeney D. J., Stampfl R. W. Retailing Management. 6th Edition. John Wiley and Sons, 1988. . 12.




45


https://retail-loyalty.org/news/dolya-natsenki-v-obeme-prodazh-menee-10-privedet-k-zakrytiyu-vsekh-torgovykh-setey-eksperty/ (https://retail-loyalty.org/news/dolya-natsenki-v-obeme-prodazh-menee-10-privedet-k-zakrytiyu-vsekh-torgovykh-setey-eksperty/).




46


  ()    ()       (),   .  =   .




47


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