Formation of a hybrid cross-marketing model of interaction with consumers in international retail

Abstract

The article examines the transformation of consumer interaction in international retail under the conditions of channel hybridization, digitalization of consumer behavior, and the development of partnership ecosystems. The purpose of the study is to provide a theoretical rationale for and develop a hybrid cross-marketing model of consumer interaction in international retail. The methodological framework combines theoretical generalization and systematization, comparative and structural-logical analysis, secondary data analysis, and the case study method. The relationship between hybrid marketing and cross-marketing is clarified by distinguishing their primary dimensions of integration. Hybrid marketing focuses primarily on coordinating physical and digital environments, channels, technologies, and data, whereas cross-marketing integrates the resources, audiences, competencies, and value propositions of partner organizations. Their combination provides the conceptual basis for hybrid cross-marketing interaction centered on the customer journey and joint value creation. The study systematizes current hybrid cross-marketing practices in international retail and identifies their roles at different stages of the customer journey. A three-level hybrid cross-marketing model is proposed, comprising the resource-partnership, integration-communication, and value-result levels. The scientific novelty of the study lies in substantiating the principle of dual integration: horizontal integration between retailers and partner ecosystem actors and vertical integration between physical and digital touchpoints throughout the customer journey. This approach shifts the managerial focus from coordinating separate channels and individual partnership activities to managing configurations of interaction combining partners, resources, cross-marketing tools, touchpoints, customer journey stages, and consumer value. The practical significance of the proposed model lies in its applicability to designing relevant partnership configurations, improving consumer value, strengthening customer engagement and loyalty, and enhancing the effectiveness of marketing interactions in international retail.