Improving Retail Marketing Strategies in the Context of Digital Transformation

This article examines the issues of improving retail marketing strategies in the context of digital transformation from both scientific-theoretical and practical perspectives. The main objective of the research is to develop modern approaches for evaluating and advancing the effectiveness of marketing strategies among retail entities. The article expands the traditional marketing mix model based on the requirements of the digital economy and establishes a scientifically grounded system of indicators based on the 5P+T model (Product, Price, Place, Promotion, People, Technology). The indicators enable a comprehensive assessment of retail marketing strategies across product policy, pricing mechanisms, distribution channels, promotional methods, the human factor, and the level of technological support. This system of indicators serves to identify the strengths and weaknesses of a marketing strategy, evaluate the degree of digital technology adoption, and support evidence-based marketing decision-making.