STRATEGY FOR MANAGING DIGITAL ADAPTATION OF ENTERPRISES: PERFORMANCE METRICS

Abstract

Relevance. Global technological transformations are fundamentally changing approaches to the strategic management of trade enterprises, driving their transition from multichannel operating systems to seamless omnichannel ecosystems. This transformation requires relevant tools for the objective measurement of the effectiveness of these processes and the development of an integrated performance metrics system as the foundation of a data-driven strategy for managing digital adaptation.
The purpose of the article is to provide a scientific substantiation of the necessity to develop a digital adaptation management strategy for trade enterprises and to design an integrated system of performance metrics for its implementation, based on the synergy of technological, financial, behavioral, and organizational indicators.
Research methods. The study employs the abstract-logical method, analysis and synthesis to examine the evolution of scientific approaches to the digital transformation of trade enterprises; a systems approach to investigate the omnichannel retail environment as an integrated open ecosystem; and conceptual modeling to substantiate the mechanism for the practical implementation of the proposed system through the development of an interactive managerial BI dashboard architecture.
Scientific novelty lies in the development of a multicriteria system of performance metrics for the digital adaptation of trade enterprises, which overcomes the fragmentation of traditional analytics by integrating indicators of physical space technologization, unit economics, omnichannel financial synergy, and organizational Agile reengineering into a unified data-driven architecture.
Practical significance of the obtained results consists in the development of an applied multicriteria system of metrics and the subsequent design of an automated BI dashboard architecture for real-time management of an omnichannel trade enterprise.
Conclusions. The study revealed that the transition to the proposed integrated system of metrics, implemented through BI dashboards, makes it possible to overcome the limitations of traditional channel-based analytics and ensure effective management of the digital adaptation of an omnichannel trade enterprise based on a data-driven approach.