INNOVATIVE TECHNOLOGIES IN SALES MANAGEMENT AND MERCHANDISING OF AGRICULTURAL PRODUCTS

Abstract

The agricultural sector is experiencing significant transformation driven by digitalization, growing market competition, and changing consumer expectations regarding product quality, accessibility, and service speed. In this context, traditional approaches to sales management and product merchandising are losing their effectiveness, creating an urgent need for the implementation of innovative digital technologies. This article examines the impact of CRM systems, mobile sales applications, e-commerce platforms, AI-powered merchandising tools, and RFID-based inventory technologies on the operational and strategic performance of agribusinesses. The research methodology is based on a synthesis of statistical indicators, sectoral reports, and case studies from Ukrainian and international agrarian enterprises. Quantitative results indicate that the implementation of CRM systems led to a 20 – 25% increase in repeat sales, while mobile applications reduced order processing time by 30% and decreased error rates to 5%. E-commerce platforms expanded the presence of agricultural producers online by 42% and boosted digital sales by 37%. AI-driven merchandising tools improved planogram compliance by up to 90% and increased category sales by 18%. RFID and smart shelving systems contributed to a 22% reduction in inventory losses and achieved inventory accuracy of up to 99%. The article presents a structured SWOT analysis outlining internal and external factors influencing digital transformation in sales and merchandising. It also proposes a step-by-step implementation strategy including digital readiness audits, technology selection based on enterprise scale, pilot testing, employee training, performance monitoring, scaling, and access to funding through government and donor programs (e.g., USAID, Horizon Europe). The findings demonstrate that digital innovations in agribusiness sales processes provide not only short-term operational benefits but also long-term competitive advantages. Broader adoption of digital tools, supported by investment in infrastructure and human capital, can enhance economic efficiency, reduce operational risks, and strengthen the sustainability of agricultural enterprises in a rapidly evolving digital economy.