Аналіз підходів забезпечення безбар'єрності в рітейлі з економічної точки зору

Abstract

Problem statement. The analyzed scientific works devoted to technological solutions for ensuring barrier-free navigation of users are mainly focused on technical and social aspects, and the financial assessment of the implementation of such systems is practically absent. The purpose of the study is to compare the financial efficiency of two technological strategies for increasing the barrier-free navigation for people with visual, hearing and/or mobility impairments in the networks of LLC "ATB-market" and LLC "SILPO-FOOD", based on the demographic demand model. The object of the study is the economic feasibility of implementing assistive navigation technologies in retail enterprises. Methods used in the study: methods of economic modeling, scenario analysis and financial assessment of investment projects. The hypothesis of the study is that the economic feasibility of various internal navigation strategies is determined by the ratio of capital and operating costs, the level of coverage of the target audience, the functional capabilities of the system and the resulting economic effect. Presentation of the main results. The mobile-based strategy is cost-effective in all scenarios with a payback period of 0.6 to 2.0 months. The cart-based solution pays off only under more favorable conditions - in 20.7 months for SILPO-FOOD LLC and 25.5 months for ATB-market LLC. The originality and practical significance of the study lies in the combination of an assessment of the growth of gross profit and savings in staff working time for an analytical comparison of two technological solutions, determination of their payback period and justification of the choice of strategy for the implementation of barrier-free navigation in stores. Conclusions and prospects for further research. The final choice of a strategy for ensuring the barrier-freeness of a retail space should take into account not only the financial return, but also the level of inclusivity that the chain seeks to guarantee to its customers. Further research will be aimed at piloting mobile-based and cart-based solutions for stores.