INTEGRATION OF INNOVATIONS AND DIGITAL COMMUNICATION CHANNELS IN THE MANAGEMENT OF MODERN TRADE ENTERPRISES

Abstract

The article addresses the issue of integrating innovations and digital communication channels into the management system of modern trade enterprises in the context of dynamic market environment changes, globalization, digitalization, and intense competition. It is established that effective management in the trade sector today largely depends on the enterprises’ ability to flexibly adapt to new challenges and promptly implement digital solutions in the field of business communications. The aim of the study is to analyze the essence, directions, and tools for integrating innovative and digital communication technologies into the management processes of trade enterprises, as well as to assess their impact on organizational development efficiency, enhanced competitiveness, and strengthened resilience under external crisis conditions. The methodological foundation of the study includes general scientific methods of analysis, synthesis, generalization, and systems approach, along with elements of comparative analysis. The paper provides a comprehensive review of modern approaches to business communication organization and reveals the role of digital tools – such as CRM systems, chatbots, mobile platforms, cloud services, and visual analytics systems – in shaping a new model of communicative interaction in the trade business. The research results demonstrate that the implementation of innovative technologies in both verbal and non-verbal communication enhances the effectiveness of internal organizational and external interactions, allows the optimization of business processes, improves customer experience, and ensures omnichannel service. The article emphasizes that the strategic implementation of digital communication channels plays a crucial role in ensuring enterprise adaptability to the challenges of martial law, economic instability, and shifting consumer expectations. The conclusions highlight the necessity of a systematic approach to the digital transformation of communication policies in trade enterprises, the importance of personalization, transparency, and the continuous improvement of communication processes based on modern technologies. The results obtained can serve as a theoretical and practical foundation for developing effective communication management strategies in the trade sector.