INTEGRATED MARKETING COMMUNICATIONS IN SALE OF ELECTRICAL PRODUCTS

The decline in demand for home appliances and electronics with the spread of modern IT have led to changes in the structure of the retail networks' marketing communications activity in favor of electronic communications. However, for retailers offering sophisticated and more expensive electronics, home appliances, means of communication, integrated pointof-sale marketing communications (POS IMC) remains a powerful tool for enhancing competitiveness. The article discusses POS IMC as a synthetic element of the trading networks' commercial mix. The main goals of the POS IMC and the carriers of the visual identification system of the retail networks were determined. The article presents the results of monitoring conducted to identify the most popular POS IMC tools in 56 retail stores (consumer electronics), mobile communication and digital technology that are located in the center, at a shopping center near the metro station Pochayna and on the outskirts of Kyiv. Areas, where materials of different quality and function are used, were investigated, namely: exterior design, an entrance space, trading room. The nature of the information presented in the design of storefronts (own advertising, commercial advertisements of partners and common information), the frequency of use of design elements of shops' facades, elements of storefront design, advertising compositions at the stores' entrances, varieties of POS materials in the sales halls. The advantages of a store location in a shopping mall in terms of co-branding technologies are considered. Examples of using co-branding cards were given. The role in the formation of POS IMC of store staff was noted.