IMPLEMENTATION OF INNOVATIVE DIGITAL TECHNOLOGIES IN RETAIL FOR SUSTAINABLE DEVELOPMENT

Abstract

The article examines the theoretical and methodological foundations of digital transformation in retail in the context of ensuring sustainable development of enterprises. The evolution of retail business models from traditional linear formats to service-oriented, customer-centric and data-driven structures is substantiated. Conceptual approaches to omnichannel retailing and digitalisation of trade processes are summarised. Innovative digital technologies applied in modern retail, including artificial intelligence, Big Data analytics, IoT, blockchain, cloud platforms and immersive technologies, are systematised, and their impact on economic efficiency, environmental sustainability and social responsibility of retail enterprises is determined. Current global and national trends in retail digitalisation are analysed using open statistical data, revealing steady growth in e-commerce, expansion of omnichannel sales channels, and increasing investments in digital solutions for retail. Key barriers to digital transformation of retail enterprises are identified, including financial constraints, lack of digital competencies, technological fragmentation and regulatory imperfections. Strategic directions for integrating digital technologies into service-oriented retail business models are substantiated, aimed at improving operational efficiency, optimising logistics and resource consumption, enhancing customer experience and increasing transparency of supply chains. It is proven that the implementation of innovative digital technologies in retail is not only a technological necessity but also a strategic imperative for achieving sustainable development goals, strengthening the competitiveness and adaptability of retail enterprises amid global market transformations. Particular attention is paid to the integration of ESG-oriented principles into digital retail strategies, emphasising the role of technological solutions in reducing carbon footprint, promoting responsible consumption and supporting inclusive economic growth. The findings confirm that systematic digital innovation, aligned with long-term sustainability priorities, forms the foundation for resilient retail ecosystems capable of responding effectively to crisis conditions and post-war economic recovery challenges.