TRADE EQUIPMENT – AN IMPORTANT PART OF THE ATMOSPHERE OF A RETAIL TRADE ENTERPRISE

Abstract

The research consisted in studying the trade and technological equipment of a trade enterprise as an important link in the formation of the atmosphere of a retail trade enterprise. Increasing the level of mechanisation and automation of trade and technological processes, especially heavy and labour-intensive physical work related to loading and unloading, moving goods, is an urgent social and economic task in retail trade, which can be solved through the widespread use of modern trade equipment and machinery. It is noted that the purchase of goods by a consumer is preceded by a certain communication stimulus, which includes contact with certain information, its processing, and the emergence of a positive communication effect. This results in the awareness and formation of a need, additional search for information, purchase of goods and their consumption. In this model, the atmosphere in a retail store is very important, as it largely determines the final actions of consumers. It is proved that important factors that attract attention and, as a result, contribute to the growth of the number of potential customers are the appearance of a retailer, its signage, light and colour design. And the advertising function of the trade and operational process largely depends on how rationally the presentation of goods is carried out, which is an important element of trade advertising. It is concluded that the expansion of the contingent of regular customers, attraction of new customers, and growth of turnover of a retail trade enterprise are largely facilitated by the efforts in the field of communication policy made by the management of a trade company. At the same time, the advantage of the environmental approach in creating an appropriate atmosphere in it is undoubted, since its use corresponds to those processes in trade enterprise that are in demand in the information society, when aesthetic forms of corporate identity carry information about the enterprise to all its target audiences – from employees of a retail trade enterprise to the general public, when corporate identity works as a communicator, both in managerial and in commercial activities of a trade enterprise.