Introducing smart technologies into marketing logistics: Personalising the supply chain and improving the customer experience

Abstract

The implementation of Industry 4.0 smart technologies is particularly significant for enhancing the efficiency of marketing logistics, due to the multiplicative nature of their impact and the synergistic effects arising from the convergence of Logistics 4.0 and Marketing 4.0. This underscores the need for a rigorous scientific examination of the importance and distinctive features of Marketing Logistics 4.0, as well as the development of methodological approaches to identify effective strategies for integrating this concept into enterprise activities, which constituted the primary objective of this study. Cluster analysis was employed to segment a sample of 100 customers of a warehousestore in Kyiv (Ukraine) into three clusters characterised by similar behavioural and logistical profiles, including order volume, purchase frequency, location, and satisfaction level. Incorporating both behavioural and logistical characteristics of customers served as the basis for developing recommendations on the prioritisation of strategies for implementing smart technologies in marketing logistics tailored to each identified cluster. The highest priority for smart technology implementation in marketing logistics was assigned to strategies aimed at retaining and incentivising loyal customers through the Internet of Things, big data, information systems, automation, and robotics. The next priority involves the application of machine learning, cognitive technologies, virtual and augmented reality, and digital twins to enhance transparency, trust, and engagement among profitable customers. Blockchain technology was deemed the lowest priority for low-potential customers, as its impact on loyalty and the financial attractiveness of the enterprise is limited. The proposed methodological approach for prioritising strategies offers significant practical value in contexts characterised by constrained financial resources and the high costs associated with implementing smart technologies.