Developing Retailers Based on a Vision of the Future

Over the past 20 years, modern retail in Russia has gone the way that took 70 years in retail chains in Western Europe. If in the early 2000s the largest retailers (Auchan, Metro) were just starting to open their first stores in our country, seven key retailers account for one third of the market today. If a couple of years ago the Scan & Go system was used in single stores, many hypermarkets actively offer and develop this service today. According to current trends, customer behavior will undergo changes in the near future: sharing economy, new devices, the growing generation of millennials - all these factors will have a strong impact on retailers in the future, and innovation can become the main driving force of the industry. Retailers that are not thinking about the vision of the future, but solving short-term tasks to increase EBITDA, run the risk of not having time to adapt to the new generation, which can become main buyers in five years. In today's rapidly changing world, the vision of the future allows the company to have a landmark, direction, vector of development at the moment, taking into account trends to more distant horizons. In the articles of Russian authors, the topic of retail as a whole is poorly studied in view of the ‘youth' of modern retail trade in Russia; moreover, there is no research with an approach to the formation of long-term strategies based on the study of mega-trends. An attempt to understand what awaits retailers in the future and what they should pay attention to today when developing strategies is the research novelty of this work and the author's personal contribution. Any retailer can use this approach to strategy development, which indicates the practical importance of the work.

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