IMPROVING THE EFFICIENCY AND SUSTAINABILITY OF THE FLORIST BUSINESS THROUGH DIGITAL OPTIMISATION

Abstract

Purpose of the study. This research aims to determine the strategic potential of digital technologies in increasing the operational efficiency and long-term sustainability of floristry enterprises. Particular attention will be paid to the role of digital marketing tools, data analytics and online sales platforms in strengthening market positions and improving business model adaptability in response to dynamic consumer demand. Research subject. The study focuses on the managerial, marketing and technological mechanisms that facilitate the digital transformation of floristic enterprises. This includes integrating electronic commerce, customer relationship management systems and digital communication channels into business processes. Research methodology. The study's methodological framework is based on a combination of analytical, comparative and structural approaches. Methods of system analysis and synthesis were employed to identify the key elements of digital transformation within the floristry industry. Additionally, marketing analytics and the generalisation of empirical observations concerning the use of digital tools in small and medium-sized enterprises were employed to assess their impact on customer engagement and operational efficiency. Results and conclusions. The research demonstrates that implementing digital technologies can significantly boost the competitiveness and sustainability of floristry businesses by improving customer interaction, optimising marketing strategies and increasing online sales opportunities. The results confirm that integrating data-driven decision-making tools, automated marketing platforms and personalised communication channels enables businesses to understand consumer preferences better and respond more effectively to market changes. It can be concluded that the systematic application of digital solutions contributes to the formation of a flexible and resilient business model that can ensure stable development in conditions of increasing technological and competitive pressure.