CONFIGURATION OF INNOVATIVE APPROACHES TO CUSTOMER INTERACTION AT DIFFERENT STAGES OF DIGITAL INTEGRATION: A THEORETICAL TYPOLOGY OF NEW RETAIL ENTERPRISES

Abstract

The article examines the transformation of customer interaction between new retail enterprises in the context of the transition from disparate channel digitalization to an integrated customer experience management model. The purpose of the study is to develop a typology of new retail enterprises depending on the level of digital integration and to determine the configurations of innovative approaches to customer interaction at each stage of digital development. The methodological basis is the author's methodology for assessing the level of digital integration of new retail enterprises, in which digital maturity is interpreted as a combination of the intensity of digital initiatives and managerial ability to transform. The empirical base of the study includes official statistical and industry data on the development of electronic commerce, digital sales channels, the use of artificial intelligence and omnichannel tools. A five-level scale of digital integration is proposed: point digitalization, multi-channel representation, operational omnichannel, data-driven personalization and ecosystem-based new retail. On this basis, five types of enterprises are identified: digital storefronts, marketplace-dependent operators, omnichannel networks, personalized data-driven retailers, and platform ecosystem companies. The scientific novelty lies in linking the level of digital integration not only with a set of digital technologies, but also with the nature of customer interaction, the degree of connectivity of data, logistics, Customer Relationship Management, sales channels and management processes.