| Abstract |
The topic of this contribution is focused on analysis and its impact on the retail performance from the perspective of the customer's inclination to implement the purchase of consumer goods. The topic is a starting point of putting into effect targeted communication of retail shops with a customer in their radius of action in context with circular economy. Subsequently, maximization of communication strategy effect is based on appropriate communication with target market within limited area determined by buying stream, which affects target customers, influences their shopping decisions and influences the volume of realized purchases in the given retail shop. |
