Development of innovative methods of lead management in retail trade in the region

Abstract

The purpose of the article is to develop an applied approach to solving the problem of forming methodological tools for marketing solutions in retail aimed at lead generation of retail customers. Design/methodology/approach: The relevance of the theoretical understanding of the subject is also due to the problems of developing marketing solutions for retail trade enterprises, which are primarily associated with the individualization of relations with consumers, personalization of marketing communications, and the possibility of influencing the decision-making process. Findings: In developing recommendations for the use of marketing control tools, it is necessary to focus on the concept of marketing audit as a comparative analysis of the actual and planned sales results of a retail enterprise. In this work, one of the universal tools for managing retail sales is the sales funnel. Since it is important for this research to find productive marketing solutions for retail businesses, it is advisable to use lead generation as a driver of sales growth when forming a sales funnel. Originality/value: The authors of the study established the rules of lead generation in retail trade, which contains, together with a description of the tasks and sequence of stages, a toolkit of lead generation activities divided into three groups according to the phases of lead generation: the initial phase – identification of leads, the main phase – lead generation activity, and the final phase – retail sales