THE MARKETING COMMUNICATION RETAILING PECULIARITY IN THE CONTEXT OF THE BEHAVIORAL ECONOMICS

It is proven that nowdays consumer purchasing decisions are driven both by conscious recognition of their needs and by the irrational nature while the decision-making under the uncertainty conditions and the alternative choices existence. Moreover, marketing communications are increasingly based on emotional and rational factors, that contribute to the stable positive associative links between consumers and products, brands, and company’s formation, expedite the long-term partnerships development and support the strategic business objectives achievement. The special attention is paid to the problem of the modern marketing instruments insufficient, as well as the offline and online marketing activities integration. Such integration would enhance interaction between the LLC TC «Polissia-Product» and customers through innovative communication mechanisms, ensure the sustainable growth and increase retailer competitiveness for the long term. The proposed marketing improvement in the retail system is considered achievable through the consumer needs studyng and their effective satisfaction. Thus, the integrated marketing communications mix using reduces information asymmetry in the market and increases the transparency of market interactions, while an effective communication policy forms competitive advantages and serves as the basis for effective managerial decisions making.