Balance Between Physical and Digital Trade Space of Showrooms

The study of issues of adaptation of Russian business to the trends of the digital economy remains relevant. The analysis of federal and regional statistics data confirms a low degree of involvement of organizations in digital transformation processes and the insufficient use of innovative technologies. This issue is of particular importance in the context of managing the client’s experience in retail which is forced to find new methods and solutions to increase its competitiveness against the backdrop of greater digital activity of the Russian population. In this regard, the author showed scientific and practical interest in digitalization problems of such a retail format as a showroom, which traditionally places emphasis on the organization of physical retail space – brick-and-mortar. Whereas, according to the principles of the impression economy and the attention economy, a positive customer experience should be formed in all areas of customer activity, including the digital environment. Descriptive characteristics of the showroom are presented within the framework of the classic marketing mix («4p» model). Elements of the digital trading space of this specific retail format have their own characteristics and make a significant contribution to the formation of a unique atmosphere in the buying and selling process, characteristic exclusively of showrooms.