The article provides a comprehensive examination of the evolution and contemporary trends of innovative marketing in the retail sector, which is undergoing fundamental transformation under the influence of digitalization, shifting consumer expectations, and rapid technological advancements. Particular emphasis is placed on the growing role of personalization and hyper-personalization strategies that rely on deep behavioral, transactional, and contextual data analysis to generate highly relevant offers and strengthen customer engagement. The omnichannel approach is explored as a critical driver of retail competitiveness, integrating online and offline platforms into a seamless customer journey that ensures consistent brand interaction and maximizes consumer satisfaction. The study highlights the expanding use of Big Data and predictive analytics, which enable retailers to forecast demand, optimize assortment planning, and improve decision-making processes. Attention is also given to the development of cashless and cashier-less services, which enhance shopping convenience, accelerate service delivery, and redefine the overall retail experience. Equally important is the emergence of sustainable marketing practices aimed at promoting ethical consumption, environmental responsibility, and long-term value creation for both consumers and businesses. Special focus is directed toward the application of artificial intelligence (AI) and machine learning algorithms. These technologies allow for the automation of communication with customers, the design of personalized product recommendations, the refinement of dynamic pricing strategies, and more efficient inventory and supply chain management. The article provides an analytical overview of practical cases from leading international and Ukrainian retailers—including Amazon, Sephora, Rozetka, and Silpo—demonstrating the measurable impact of innovative marketing tools on business performance, customer loyalty, and competitive positioning. The findings prove that innovative marketing not only shapes a new quality of customer experience but also enhances consumer trust, optimizes operational efficiency, and generates added value. The study concludes that marketing innovations are a strategic prerequisite for the sustainable development of retail enterprises, ensuring their adaptability and competitiveness in the era of digital economic transformation.
Hanzhala et al. (Wed,) studied this question.