Strategies for attracting consumers in the digital age: balancing service promotion and assortment adaptation

The modern world is changing rapidly under the influence of digital technologies, transforming the relationship between consumers and companies. The digitalisation of consumption has now become a global phenomenon, evolving from a trend into an established reality for millions of people worldwide. To remain competitive, companies must adapt to these changes and develop their own digital customer engagement strategies. For modern businesses, understanding and implementing effective strategies for engaging consumers in the digital environment is essential for survival, not just a competitive advantage. This study aims to analyse modern customer attraction strategies in the digital environment and determine the optimal balance between actively promoting services and adapting to customer needs. This study aims to develop practical recommendations for Ukrainian businesses on how to build effective customer engagement systems in the digital economy. The methodological basis of the study is an integrated approach combining quantitative and qualitative analysis methods, such as analysing scientific sources and professional literature, digital communications, and consumer behaviour, as well as analysing cases of global and Ukrainian companies that have successfully implemented digital customer engagement strategies. According to the study, effective customer engagement in the era of global digitalisation is a complex, multifaceted process that requires companies to actively promote their services through various digital channels and to adapt their product range flexibly to individual customer needs and expectations. A balanced approach that combines these two components using modern technologies and a deep understanding of consumer behaviour is the key to building strong, long-term relationships with consumers and achieving sustainable success in the digital environment. The study's originality lies in the idea that constant analysis of strategy effectiveness and a willingness to experiment and innovate are necessary for maintaining competitiveness in a dynamic digital market.