Using of CRM-systems as a Dynamic Pricing Mechanism in Retail Networks

In recent years, more and more different tools and services that allow to operate terabytes of information around the world have been created, thereby optimizing business processes in absolutely all spheres of the life of society. The sphere of commodity-money relations is not an exception. However, this trend also has a negative color. There is a process of depersonalizing the client. The client-oriented approach is replaced by product-oriented approach. Such a change of course cannot please a client who wants to receive only the most relevant proposals. That is why the systematic development and development of systems for customer relationship management (CRM-systems) became a logical continuation of this situation. Such systems are application software for organizations, designed to automate strategies for interaction with customers. It is CRM-system designed to shift the main vector of the functioning of the company from product to client, creating a generalized portrait of each of them. The most interesting in this context is the development of such innovative technology as electronic shelf labels. Unlike paper shelf labels, electronic shelf labels allow you to repeatedly change your indications at once in the entire trading network in an automatic mode. In addition, the possibility of integrating the system of electronic shelf labels with CRM-system and loyalty system makes it possible not only to offer the customer the most profitable goods, but also to do it under the best conditions for the seller. This property of electronic shelf labels has great scientific and practical interest. In this paper, the main technologies for the functioning of electronic shelf labels and the prospects for their development are explored. In addition, we developed own strategy for implementation and using this service for the retailer considering the new loyalty program based on NFC encryption and using of specialized mobile applications.