Boykova A.V., Bragin L.A.Published in:
Russian Journal of Entrepreneurship
– Volume 19, Number 3 (March 2018)

JEL classification: L81, L86, M31

Keywords: distance trade, e-commerce, proprietary brands, related products, sales promotion


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Abstract:

In a context of fierce competition and decline in the demand in the market, trade organizations are forced to look for ways to improve the efficiency of economic activity. This problem is particularly serious in the sphere of e-commerce. Directions for attracting a customer to the online store website are often considered to be the main task according to the modern literature. Nevertheless, it is also important to retain customer and his incentive for the purchase of goods. The article considers the role of assortment policy in sales promotion in e-commerce. In particular, we pay attention to related products, its presentation on the website of the online store, as well as its own trademarks.

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