New Forms of Interaction between Suppliers and Consumers in the Digital Market Environment

The purpose of this article is to offer a systematic view of omnichannel as a new environment for interaction of market actors. To solve this problem, the author examines the features of the customer-oriented marketing concept and identifies the contradictions between the increasingly complex consumer behavior and the traditional company's strategies and technologies of the interaction with its customers. The author analyzes omnichannel as a solution that not only optimizes this interaction, but also creates a new technological basis and the environment of this interaction. The article examines the expected benefits, challenges and limitations that companies face when developing omnichannel strategies. Based on the theoretical analysis and own empirical research, the author determines the features of the introduction of omnichannel strategies into the practice of Russian business, and also specifies the directions of future research.