USING IT TECHNOLOGIES TO EXPAND THE MARKET OF POTENTIAL WHOLESALE TRADE CLIENTS

This article explores measures to leverage IT technologies to expand the potential customer base of MASHINERY LLC, a Novocherkassk, Rostov Region, company engaged in the wholesale distribution of spare parts for mining and construction machinery and equipment manufactured in China to the Donskoy Kamen Group of Companies. Given the consistently high demand for spare parts, the possibility of expanding the customer base through the use of IT technologies is justified. The article examines the primary platforms for selling special-purpose machinery parts, including specialized classifieds platforms Avito and Drom, spare parts aggregators ZZap, and B2B platforms. A tactical action algorithm is developed, which includes a target audience and competitor analysis at stage 1. Stage 2 explores the possibility of creating digital channels in two areas: developing a specialized catalog website and registering on B2B platforms and marketplaces. Two website development options are proposed: an official company website and a single-page landing page for quickly collecting orders (Megagroup). A comparison of website development costs with SEO optimization and support for the VKontakte social network and landing page was conducted. The next step involved examining the potential of Yandex.Direct contextual advertising to reach the target audience. Projected profits and the cost effectiveness of advertising campaigns were calculated.