IMPLEMENTATION OF A DYNAMIC PRICING SYSTEM IN RETAIL: AN ANALYTICAL REVIEW OF THE PRACTICES OF RUSSIAN COMPANIES

Over the past few years, the conditions and nature of doing business for Russian companies have changed dramatically. The processes of procurement, logistics, product sales, accounting and other business processes are automated. The development of artificial intelligence technology and the growing volume of data are additional growth drivers for the company. Within the framework of this article, an analytical review of the practices of applying the pricing system in retail of Russian companies was conducted. The pricing process is key, which allows you to directly influence the main economic indicators of the company’s activities, since sales volume, profit, demand for products, inventories of inventory resources can be regulated by means of competent changes in prices for goods. Dynamic pricing is gaining great popularity among retailers, which leads to the expansion of patent activities in terms of software and models for automating pricing, including using machine learning. In this article, the authors reviewed some of the most popular offers on the market for the introduction of dynamic pricing systems and analyzed them, revealed the main features and identified common features of building automated dynamic pricing models. The practices of implementing dynamic pricing systems in Russian companies were also investigated. The results obtained allow us to draw conclusions about the importance of using automated pricing systems in retail in modern conditions, their capabilities and application problems.