GENESIS OF THE CATEGORY «RETAIL» AND ITS CONCEPT OF «NETWORK RETAIL»

In today's globalized environment, retail trade is actively developing, adapting to a tough competitive environment by evolving into integrated models of retail development. This is due to revolutionary changes in technological development, transformation of consumer generations and growing demands for efficiency, innovation and high quality of service. The study is a logical continuation of scientific research by domestic and foreign researchers who have devoted their work to the study of the retail trade phenomenon. However, there is still no unified position on the content of the categories of «retail» and «network retail». Although we are used to using the term “retail trade” in Ukrainian, its English equivalent «retail» has older historical roots. The purpose of the article is to study the genesis of the category «retail» and its concept of «network retail». The study analyzes the scientific views on the categories of «retail» and «network retail» and identifies the key differences between «retail» and «retail trade». The category of «retail» covers a much wider range of activities than traditional retail trade; it involves a focus on the mass consumer, a wide range of goods, the use of innovative marketing tools, such as loyalty programs, and cost optimization to ensure competitive prices. Retail is an activity related to the sale of goods to end consumers using innovative marketing tools in large stationary outlets that provide a wide range of goods and additional services. Network retail is a network of single-format or multi-format stores united by one owner, a single logistics and procurement system, a single product and pricing policy, and common customer service principles. Based on the results of the study, the main criteria of chain retail were formulated. Network retail in Ukraine is characterized by an uneven distribution across the territory, a variety of formats and a significant influence of international networks that are transforming the domestic market. The results of the study can be used to analyze the development of chain retail in Ukraine and the world. An in-depth study of this topic will allow to develop effective strategies for the development of chain retail, which will contribute to the growth of the country's economy.