SALES MANAGEMENT OF CONFECTIONERY INDUSTRY ENTERPRISES IN THE DIGITAL ENVIRONMENT: ADAPTATION TO ONLINE CONSUMER BEHAVIOR

Abstract

The article explores the theoretical and practical aspects of sales management of confectionery industry enterprises in the context of digital changes in the marketing environment. The evolution of consumer behavior in the purchase of confectionery products under the influence of digital technologies is considered, and the key characteristics of the modern online consumer are determined. The impact of digital communication channels on the formation of consumer preferences and choices is analyzed. The possibilities of using CRM systems for managing online consumer data and automating marketing efforts, the application of web analytics to understand their behavior on online platforms, as well as the use of chatbots and other artificial intelligence tools to improve customer service, are outlined. It is established that for effective sales management in the digital age, enterprises need to adapt their strategies by implementing appropriate digital tools and a deep understanding of the needs of online consumers. This article delves into the critical theoretical and practical dimensions of sales management within confectionery enterprises amidst the ongoing digital transformation of the marketing landscape. It meticulously examines the evolution of consumer behavior concerning the acquisition of confectionery items, specifically analyzing the profound influence of digital technologies on these purchasing patterns. Furthermore, the study identifies and elaborates on the salient characteristics defining the contemporary online consumer in this sector, including their motivations, needs, and expectations. A comprehensive analysis is conducted to ascertain the impact of various digital communication channels on the shaping of consumer preferences and their ultimate product choices within the confectionery market. The research also outlines the potential and application of Customer Relationship Management (CRM) systems in effectively managing the data of online consumers and streamlining marketing endeavors through automation. The strategic implementation of web analytics tools for gaining deeper insights into online consumer behavior across digital platforms is explored, alongside the burgeoning role of chatbots and other artificial intelligence (AI) instruments in enhancing customer service provision and bolstering online sales support. The findings of this investigation underscore the imperative for confectionery businesses to adapt their existing sales management strategies to thrive in the digital era. This adaptation necessitates the strategic adoption and integration of relevant digital tools and a foundational understanding of the multifaceted needs and behaviors exhibited by online consumers. Ultimately, the successful navigation of this digital shift is posited as a cornerstone for ensuring the continued competitiveness and sustainable growth of confectionery enterprises in an increasingly digitalized marketplace.