Economic Analysis and Evaluation of the Effectiveness of Network Retail and Sales of Goods

The study is devoted to the peculiarities of the activities of network retailers (retail trade networks). It was determined what retailers in general and network retailers in particular are. The focus is on identifying how companies such as retailers and consumer goods manufacturers operate during and after the pandemic crisis and how they stimulate demand for their products with an additional focus on the Ukrainian market. The analysis carried out is based on general business and analytical secondary data available in the public domain. The methodology of the article is compatible with the general academic approach to research, such as analysis and synthesis, abstraction, induction. Prior to the main analysis, key challenges during the volatile industry were identified. Various sources of business literature are analyzed to outline strategies that companies can use to encourage customers to maintain their usual level of demand. Attention was drawn to a specific business case of a British retailer. In order to compare the strategies proposed by international players with local ones, the retail market in Ukraine was analyzed. Key information points were strategy switching, physical growth and development of digital channels. The authors found differences in the general approach to stimulating demand and the approach used by local players. Unlike its Western competitors, the Ukrainian market grew significantly during the pandemic crisis, but in a new format. Analysis of digital channels focused on consumer preferences. The results show that the Ukrainian market still prefers physical stores over digital channels in the food category, while in the cosmetics category the leadership of physical stores is being lost. In order for companies to better adapt to market conditions and limit the negative financial impact during the recovery phase, management must clearly understand the path to recovery of key categories.