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Change of a market situation causes necessity of innovative development of economy that causes necessity in research of methodical bases of formation of innovative activity. In work the questions causing necessity of application of digital technologies in economy are considered. The object of research is digital system of retail. The research is based on application of descriptive-analytical, comparative and other methods necessary for carrying out research in the chosen sphere. The work systematizes the main approaches in the development of the theory of innovation, identified a logical relationship between marketing and innovation activities, identified the priority role of innovation in the formation of consumer value chain. The necessity of digitalization of retail based on the application of innovative marketing tools has been substantiated. The strategic orientation of innovative solutions applying information technologies is proved.

Conceptual and strategic framework for the digitalization of modern retail as part of innovative marketing