IMPROVING THE MARKETING MECHANISM FOR MANAGING CONSUMERS' OMNICHANNEL PURCHASING BEHAVIOR IN THE CONTEXT OF DIGITAL PLATFORMS

The article examines the theoretical and practical aspects of improving the marketing mechanism for managing consumers' omnichannel purchasing behavior in the context of digital platforms. The evolution from single-channel to multichannel and omnichannel retailing is analyzed, and the author's definition of the marketing mechanism for managing omnichannel purchasing behavior is proposed. The main patterns of omnichannel behavior (webrooming, showrooming, click-and-collect, mobile in-store research) are systematized together with the marketing tools appropriate to each pattern. A structural model of the mechanism comprising five interrelated blocks and a three-level system of indicators for assessing its effectiveness are developed.