Hyperlocal marketing: conceptual representation status, technological foundations and directions of development.

Hyperlocal marketing is a modern format of interacting with customers in the offline segment of retail and services, aimed at increasing sales by optimising strategies for promoting specific products. In conditions of market saturation, traditional marketing methods become less effective, so the use of new approaches allows companies to attract customers on a point-to-point basis and adapt their offers to specific locations and audience needs. Over the past decade, interest in hyperlocal marketing as a business development tool has grown in Russia, and at the same time it has become almost entirely expressed exclusively in practical terms. Its scientific implementation has not yet been recorded. The purpose of this study is to systematise the existing concepts and technologies in the field of hyperlocal marketing in order to identify its current state and prospects for development. Within the framework of the defined vector, both the technological prerequisites and requirements of this tool for ensuring the basic process in the field of offline retailing are considered, and an empirical basis for the inductive-deductive analysis of the subject field for the formation of patterns of consumer behaviour management and optimisation of the marketing policy of business agents is formed. In the course of the work, it was found that hyperlocal marketing in retail is highly dependent on the development of the Internet of Things (IoT). The use of such technologies can improve customer interaction, increase service levels and predict consumer behaviour patterns. Based on the considered instrumental and technological solutions discussed above, companies are able to create personalised marketing strategies and optimise business processes to maximise profits.