Potential opportunities and limitations for customer experience management of healthy food consumers on Russian online marketplaces Yandex.Market, Ozon and Wildberries
https://doi.org/10.28995/2782-2222-2023-2-45-57
Abstract
The trend towards increased self-care for health and the emergence of new sales channels in the digital environment, which continued after the COVID-19 pandemic, have become drivers for changing the purchasing practices of Russian consumers. In Russia, there occurred an increase the demand for healthy food products including niche products, dietary supplements, sports nutrition as well as there appeared both new opportunities and certain restrictions for their purchase on Russian online platforms – the marketplaces Yandex.Market, Ozon and Wildberries. Advertising within marketplaces helps marketeers to promote healthy food products, thereby influencing consumer choice by customer experience management. Marketing tools for customer experience management are bonus accumulating, usage of rating systems, extended selection by product categories, the ability to sort by popularity, by update, by benefit (selection by discount and price reduction), reviews, and evaluation of products by previous buyers. New sales technologies and customization of online retail bring significant changes to consumer practices.
About the Authors
T. B. Ryzhkova
Russian State University for the Humanities
Russian Federation
Russian Federation
Tat’yana B. Ryzhkova, Cand. of Sci. (Economics), associate professor
bld. 6, Miusskaya Square, Moscow, 125047
E. A. Tarasenko
Russian State University for the Humanities
Russian Federation
Russian Federation
Elena A. Tarasenko, Cand. of Sci. (Sociology), associate professor
bld. 6, Miusskaya Square, Moscow, 125047
References
1. Adler, M. and Wohllebe, A. (2020), “Consumers Choosing Retailers on Online Marketplaces: How Can Retailers Differentiate Apart From The Price? An Exploratory Investigation”, International Journal of Applied Research in Business and Management, no. 1 (1), pp. 27–36. DOI: 10.51137/ijarbm.2020.1.1.3.
2. Antonova, N.S. (2022), “Online Sales Channel. Simple Steps to Enter Marketplaces”, Upravlenie prodazhami, no. 1 (112), pp. 20–28.
3. Dmitrieva, M.A. (2018), “Online Marketplace. Potential Opportunities and Threats”, Internet-marketing, no. 4 (104), pp. 56–61.
4. Hänninen, M., Smedlund, A. and Mitronen, L. (2018), “Digitalization in retailing: multi-sided platforms as drivers of industry transformation”, Baltic Journal of Management, vol. 13, no. 2, pp. 152–168. DOI: 10.1108/BJM-04-2017-0109.
5. Kafkas, K., Perdahçı, Z.N. and Aydın, M.N. (2021), “Discovering Customer Purchase Patterns in Product Communities: An Empirical Study on Co-Purchase Behavior in an Online Marketplace”, Journal of Theoretical and Applied Electronic Commerce Research, no. 16, pp. 2965–2980. DOI: 10.3390/jtaer16070162.
6. Pis’menskaya, E.B. (2021), “Wildberries Marketplace and Partners (Suppliers). Opportunities and Threats of Cooperation”, Marketing i marketingovye issledovaniya, no. 2 (144), pp. 104–114.
7. Ryzhkova, Т.В. and Tarasenko, Е.А. (2021), “Caring for health and well-being. Changing consumer trends in the context of the COVID-19 pandemic”, RSUH/RGGU BULLETIN. “Economics. Management. Law” Series, no. 2, pp. 24–37. https://doi.org/10.28995/2073-6304-2021-2-24-37.
8. Sheiman, I.M., Shishkin, S.V., Kusakina, V.O. et al. (2019), Sroki ozhidaniya meditsinskoi pomoshchi: zarubezhnyi opyt i rossiiskaya praktika: Dokl. k XX Aprel’skoi Mezhdunar. nauch. konf. po problemam razvitiya ekonomiki i obshchestva. 9–12 aprelya 2019 g. [Waiting Times for Medical Care. Foreign Experience and Russian Practice, 20th April International Scientific Conference on the Issues of Economic and Social Development. April 9–12, 2019], Izdatel’skii dom Vysshei shkoly ekonomiki, 2019. Moscow, Russia.
9. Tarasenko, E.A. and Dvoryashina, M.M. (2019), “Private Healthcare Market in Russia: a Marketologist View”, ЕСО, no. 6, pp. 43–61. DOI: 10.30680/ЕСО0131-7652-2019-6-43-61.
10. Tan, Si & Chen, Weiping (2021), “Building consumer trust in online food marketplaces: the role of WeChat marketing”, International Food and Agribusiness Management Review, vol. 24 (5), pp. 845–862. DOI: 10.22004/ag.econ.316319.
11. Witell, L., Kowalkowski, C., Perks, H., Raddats, C., Schwabe, M., Benedettini, O. and Burton J. (2020), “Characterizing customer experience management in business markets”, Journal of Business Research, vol. 116, pp. 420–430. DOI: 10.1016/j.jbusres.2019.08.050.
12. Yuldasheva, O.U., Naumov, V.N. and Shubaeva, V.G. (2020), “An Integrated Buying Path Model for Online Shopping”, Marketing i marketingovye issledovaniya, no. 1, pp. 56–61.
Review
For citations:
Ryzhkova T.B., Tarasenko E.A. Potential opportunities and limitations for customer experience management of healthy food consumers on Russian online marketplaces Yandex.Market, Ozon and Wildberries. Science and art of management. 2023;(2):45-57. (In Russ.) https://doi.org/10.28995/2782-2222-2023-2-45-57
Views:
189
Email this article 