IMPLEMENTATION OF INNOVATION TRADE TECHNOLOGIES IN SUPERMARKET SYSTEM OF UKRAINE

The article examines the state and capabilities of innovative trade technologies through the study of the possibilities of introducing interactive terminals. The market for interactive terminals is estimated, which is expected to increase more than double over the next decade - from US $ 42 billion in 2015 to 113 billion by 2024. Different types of interactive terminals have been identified and analyzed, and the feasibility of their implementation in the system of supermarkets in Ukraine. The main advantages of interactive terminals for introduction in the system of supermarkets of Ukraine are considered, such as efficient ordering system, interactive advertising service, collection of data on consumer behavior, prevention of operating expenses and development on the iOS system. The problems solved by interactive terminals and why they should be further implemented in the system of supermarkets in Ukraine are determined. This will substantially increase sales profits, as consumers are more inclined to accept the offer to buy additional accompanying goods (in the economy, this is called the "complementary goods", that is, those that complement other goods, as opposed to alternative substitute products). The analysis of the current state of implementation of interactive terminals in the system of supermarket supermarkets has been analyzed. The author analyzes the financial and economic side of the implementation of the project of interactive terminals and calculates the economic expediency of integrating interactive terminals in the system of supermarkets of Ukraine on the example of the hypermarket Auchan. The project for the implementation of 20 interactive terminals, which will be located throughout the trading space, is calculated. It is determined that the final cost of implementation of the project for the implementation of interactive terminals in the hypermarket Auchan will be 378 000 UAH, and the project itself, according to estimates, will pay off for the second month of their work. The conclusions identified the expediency of financing the provision of innovative development by increasing the level of customer service in Ukrainian retail chains. The economic efficiency of introducing innovations in the system of supermarkets in Ukraine through the introduction of interactive terminals, the implementation of which has long started abroad in more developed countries has been identified and proved.