Stoianenko Iryna, PhD (Economics), Associate Professor of the Department of Economics and Business Finance State University of Trade and Economics, Kyiv, Ukraine

ORCID: 0000-0002-1775-9473
e-mail: i.stoyanenko@knute.edu.ua

Digitalization and Dynamic Pricing as Factors of Increasing the Competitiveness of Trade Enterprises

Abstract. Introduction. The digital transformation of the economy, the rapid development of information technologies, and intensifying competition necessitate the improvement of pricing processes in retail enterprises. Under these conditions, dynamic pricing has become one of the key instruments for enhancing the competitiveness of retail enterprises and strengthening their ability to adapt to changes in the market environment.

Purpose. The purpose of this article is to investigate the theoretical foundations and practical aspects of the digitalisation of pricing processes, substantiate the role of dynamic pricing as a factor enhancing the competitiveness of retail enterprises, systematise contemporary digital technologies for dynamic pricing, and identify their advantages, risks, and practical implementation features in the context of the digital transformation of the economy.

Results. The study reveals the economic essence of dynamic pricing and systematises its main types. Contemporary digital pricing technologies are generalised, including artificial intelligence, machine learning, Big Data, automated price monitoring systems, assortment management systems, and electronic shelf labels. The impact of dynamic pricing on the competitiveness of retail enterprises is substantiated through improved pricing flexibility, personalised pricing offers, inventory optimisation, increased profitability, and enhanced responsiveness to changes in the market environment. The advantages, risks, and specific features of applying artificial intelligence technologies in pricing decision-making are also identified.

Conclusions. The findings demonstrate that the digitalisation of pricing processes and the implementation of dynamic pricing systems constitute one of the key strategic directions for enhancing the competitiveness of retail enterprises. The effectiveness of their application depends on the level of an enterprise’s digital maturity, the quality of analytical support, its readiness for organisational transformation, the integration of advanced digital technologies into pricing management, and adherence to the principles of transparency, non-discrimination, and customer orientation in pricing policy. 

Keywords: pricing digitalization; dynamic pricing; trade enterprises; competitiveness; artificial intelligence.

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