The Transformation of the Customer Value of Retail Network Services Under Digitalization

The study presents theoretical and methodological studies of structural changes of retail network services under digitalization. Based on the analysis of literary sources and activities of Russian trade networks, the structure of the customer value of the service is proposed, which is supplemented by a new element for Russia. It is implemented only by large federal trade networks and it is an ecosystem or lifestyle, carrying out customer feedback through a mobile application, sites. In the American and European customer markets, we can notice new participants in trade services as a result of digital transformation. This is due to the fact that modern manufacturers and other IT trading platforms offer a wide range of services and involve customers. All this made it possible to propose a forecasting flowchart for a customer’s way of receiving trade services under digitalization. An important direction of digitalization is the processing of Big Data analytics. In Russia, only 30% of networks use Big Data at all stages of retail. A classification of digitalization trends in Russian retail is presented as intellectual marketing, digitalization of operations, a must win strategy. Innovation activity allows the customer to be involved in the joint creation of the customer value to satisfy his needs, to provide and implement the customer value quickly and geographically available.