Formation of a dynamic pricing system in retail trade based on digital technologies

Abstract

 The active digitalization of retail trade underscores the relevance of the study, the development of e-commerce, increasing competitive pressure, and the high volatility of consumer prices, creating the need for adaptive pricing systems capable of operating in real time. Under such conditions, retail enterprises require integrating digital platforms, automating pricing processes, and using data analytics tools to improve sales efficiency and profitability management. The purpose of the article is to develop a comprehensive dynamic pricing system in retail trade based on digital technologies and automation tools, with a focus on system architecture, information flows, pricing decision algorithms, and implementation stages at retail enterprises. The methodological basis of the study includes structural analysis, a systems approach, comparison, generalization, graphical modeling, and the analytical processing of statistical data. The study applies analytical approaches to digital platforms, AI models, Big Data, predictive analytics, and pricing engines within digital retail systems. The article examines trends in the development of e-commerce and the digitalization of retail trade in Ukraine, analyzes consumer price dynamics and market volatility factors. The architecture of a dynamic pricing system in digital retail is shaped by identifying interconnections among the procurement, sales, marketing, logistics, and analytics subsystems. An algorithm for dynamic pricing formation that leverages cyclical data processing, demand forecasting, automated price updates, and KPI monitoring is proposed. In addition, the stages for implementing a dynamic pricing system in retail enterprises are systematized, taking into account the integration of ERP, CRM, and POS systems, as well as AI models and data centralization. The practical value of the results lies in the possibility for retail enterprises to apply the proposed approach to automate pricing processes, increase the adaptability of pricing policies, and optimize profitability management in the context of digital retail.