УТИЦАЈ ПРИМЕНЕ САВРЕМЕНИХ ТЕХНОЛОГИЈА НА АКТИВНОСТИ „FMCG“ ПРОДАЈНИХ ОБЈЕКАТА

Abstract

The dynamics of modern consumer life, the desire for products and services to be available anytime and anywhere, along with increasing challenges in meeting consumer needs, necessitate the adoption of modern technological solutions in the retail sector. A scenario in which a consumer enters a store, picks up the products they need, and simply walks out without any delay is no longer a distant future. No waiting at checkouts, no unnecessary crowds and lines—just a simple “grab and go.” In developed market economies such as the United States, stores like Amazon Go already exist. Numerous technologies have the potential for practical application in modern retail, whether in brick-and-mortar or e-commerce settings. Technologies such as artificial intelligence, smart shelves, drones, augmented and virtual reality, RFID technology, and others enhance the efficiency of retail stores and enable faster and more comprehensive fulfillment of consumer needs. This paper explores these and other technologies, explaining their potential for practical implementation in fast-moving consumer goods (FMCG) retail stores. The final chapter analyzes the experiences of applying these technologies in retail stores in the Western Balkans region. The primary goal of this paper is to identify technologies and assess their potential for practical application in FMCG retail stores, with a particular focus on the aforementioned region.