MAIN ASPECTS OF ORGANIZING BUSINESS PROCESS REENGINEERING IN RETAIL ENTERPRISES

Abstract

The article explores the key aspects of business process reengineering in retail enterprises in the context of digital transformation and increasing competition. It examines current trends in retail development, including the impact of digitalization, changes in consumer behavior, the implementation of omnichannel sales models, and innovative technologies such as artificial intelligence, big data, and automation of operations. The importance of reengineering as a strategic tool for enhancing the competitiveness of retail enterprises is justified, as it helps reduce costs, accelerate order processing, improve management decision-making efficiency, and ensures business model sustainability. An algorithm for implementing reengineering is proposed, which includes analyzing current business processes, defining strategic goals, applying modern technologies, managing resources, implementing changes, and assessing their effectiveness. The main areas of reengineering in retail are outlined, including digital transformation, modernization of logistics systems, development of customer-oriented services, and adaptation of the business model to the dynamic market environment. A structural analysis of business processes that form the foundation of the enterprise's operations is conducted, followed by their improvement or transformation. Considering the specifics of retail, the main categories of business processes are identified: processes directly related to sales and customer service, planning and management processes, resource processes, as well as transformation and development processes. An algorithm for implementing business process reengineering in retail enterprises is proposed. The prospects for further research are identified in the direction of artificial intelligence integration, improvement of omnichannel customer interaction strategies, and the development of innovative retail formats. Practical recommendations for implementing reengineering in retail are outlined, which will help improve operational efficiency, optimize resources, and enhance customer satisfaction.