The effectiveness of trade marketing in the retail in the \"Sport\" category

The author attempts to create an integral index for assessment of trade marketing effectiveness in e-commerce and apply it in practice in the category of sports goods on online store OZON.ru. In this study author also analyzes three types of non-price tools of trade marketing, which consist of universal, local and global tools. Additionally, a significant part of the paper is devoted to the study of the modern model of consumer experience, the similarities and differences of models of trade marketing management in offline and online, the coefficient of merchandising in e-commerce. The study also focuses on the statistical analysis of retail and e-commerce turnover. The study based on the analysis of variance has revealed the impact on the net sales of such trade marketing tools as banners, coupons, lotteries, distorted arithmetic, product description, reviews, photo/360, short-term discounts, shop-in-shop, promo-codes. Lack of influence was determined in sampling, comparing products and augmented reality. In addition, on the basis of the integral index of assessment the effectiveness of trade marketing (Online Trade Marketing Efficiency Indicator in Retail, OTMEIR), consisting of 5 subindexes with a weight, which was assigned according to the results of an expert survey, it was determined that none of the analyzed tools of trade marketing was close to 100 (the highest score). The study identified the factors that hinder the development of trade marketing in e-commerce, and formulated proposals to increase the effectiveness of trade marketing. This paper will shed light on the methodology for evaluating effectiveness of trade marketing in e-commerce and the results of this study can used for further research to elicit problems of trade marketing in e-commerce. Key words: trade marketing, e-commerce, retail, effectiveness of trade marketing, types of non-price trade marketing, integral index, merchandising.