Маркетингови похвати във веригите за бързооборотни стоки в хранително вкусовата промишленост на европейския пазар
Marketing Actions in the Fmcg Chains in the Food and Flavour Industry on the European Market

Summary/Abstract: Digitalisation and online communication are changing the marketing practices used, including in FMCG chains in the food and beverage industry. A trend observed across many EU Member States is growing interest in online grocery shopping. Online shopping is characterised by constantly changing consumer needs and aggressive competition between suppliers. Modern FMCG consumers in the food and beverage sector expect proactive, timely communication from online brands, especially during purchase and until the product or service is delivered to their door. They require businesses to be accessible through various channels, including websites, social media, email, and telephone. An omnichannel approach brings together different ways to contact customers to ensure a consistent interaction throughout the entire purchasing process

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