USAGE OF INFORMATION SYSTEMS IN THE MANAGEMENT OF A TRADING ENTERPRISE: EVALUATION OF EFFECTIVENESS AND PROSPECTS FOR IMPLEMENTATION

Abstract

The article provides an in-depth study of the role of information systems (IS) in the management of trading enterprises, emphasizing their strategic impact on the efficiency of economic activities. It examines and thoroughly analyzes modern types of information systems, their functional capabilities, and advantages for optimizing managerial decisions. This analysis explores key information systems vital for modern business, focusing on CRM systems that improve client interaction, build loyalty, and enhance marketing efficiency. It also examines ERP systems that integrate core business functions, and BI systems that support strategic decisions through advanced data analysis. Implementing these technologies helps trading enterprises streamline operations, speed up order processing, forecast demand more accurately, and manage inventory effectively-leading to increased profitability. Special emphasis is placed on the criteria for evaluating the effectiveness of IS implementation. The analysis considers both quantitative indicators-such as profit growth, cost reduction, increased labor productivity, and faster capital turnover-and qualitative factors like improved customer service, greater business adaptability, better internal communication, and enhanced process control. Among the key challenges of IS implementation are low staff qualifications and employee resistance, which necessitate clear communication and active personnel engagement in the change process. Promising directions for digital transformation in trade are closely tied to technological innovation. Artificial intelligence (AI) enables personalized offers, automated service via chatbots, dynamic pricing, and precise demand forecasting through big data analysis. Blockchain enhances transaction security, supply chain transparency, and loyalty program reliability. The Internet of Things (IoT) supports real-time inventory control, efficient logistics, and the development of smart retail environments. Together, these technologies strengthen competitiveness, foster business model innovation, and promote sustainable growth in the digital economy.