MARKETING POLICY OF PROMOTION IN THE SPHERE OF ONLINE RETAIL

Introduction. The role of online retail is constantly growing, in particular, according to AIN.UA research conducted in 2023, the percentage of Ukrainians who prefer online shopping ranges from 50% to 88%, depending on the specific field. The official websites of Internet stores, marketplaces, and the Instagram social network are quite significant sales channels. Thus, online retail is in demand on the market, has a high potential for further development and is a source of replenishment of the country's budget. It is important to implement and develop the marketing toolkit of retail business management, in particular in the field of marketing promotion policy, which today departs from standard advertising, turning into a comprehensive policy of brand image formation, interaction with customers, targeted offers and native communication. There is a need to systematize the existing approaches to the marketing policy of retail business promotion and to offer a schematic display of the modern model of the marketing policy of promotion in the field of online retail. Purpose. The purpose of the study is to systematize existing approaches to the formation of marketing communications in retail and to develop a model of a marketing policy of promotion in the field of online retail, which would take into account modern marketing trends of the retail business and could be used in the practical activities of new and existing stores. Materials and methods. The research materials are the publications of practitioners on the formation and implementation of the marketing policy of promotion and sales in the field of online retail, as well as the official websites of well-known Ukrainian retailers and their pages in social networks. The following methods were used in the research process: generalization, grouping, observation, analysis and synthesis, induction and deduction.