EFFICIENCY OF A MOBILE APPLICATION AS A TOOL IN THE MARKETING SYSTEM OF RETAIL ENTERPRISES

The article highlights the advantages of using a mobile application in conjunction with a website in e-commerce. The typical costs of implementing a mobile application and its effectiveness are considered. The effectiveness of mobile applications used in different markets in Ecommerce is proved based on the growing share of turnover occupied by mobile applications in the business structure. The differences between mobile applications and such marketing tools as websites and the main sources of traffic for them are considered. A model of interaction between a website and a mobile application is built in order to attract and retain customers in the most efficient way. Additional opportunities for benefiting from the use of mobile applications in various markets are analyzed on the example of the children's goods, automotive products, and catering markets. In modern digital environment, businesses are constantly looking for ways to increase their competitiveness and improve their customer experience. While websites remain important elements of an online presence, mobile apps offer new opportunities for user interaction. A mobile application is a separate, full-fledged marketing tool that, in tandem with a website, ensures the growth of a company's business performance. Mobile apps offer better usability because they are designed specifically for smartphones and tablets. Apps provide faster access to content, the ability to work without an Internet connection, and send push notifications, which helps to maintain constant contact with customers. The model of website-app interaction shows us that a website in a modern marketing toolkit is a source of traffic for a mobile app. The website attracts traffic mostly from sources that are not directly accessible to the mobile application, such as organic traffic from search engines. After all, only a website can be optimized well enough for search engines to ensure a continuous flow of traffic to it. The website acts as an intermediate link between the user and the mobile application, helping to attract new customers who are not yet familiar with the brand. During the successful interaction with the website, the client may decide to install the mobile application, which then turns him into a regular customer of the company.