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The behavioral matters of Generation Z, who use the possibilities of the Internet to meet their needs, have been considered. There is no universal digital format. The company's interaction with the consumer facilitates the implementation of an omnichannel marketing strategy that creates conditions for their continuous interaction, as easy and convenient as possible to meet existing expectations, requests, and needs. As a result of the study, the opportunities (consumer's independent choice ofdoi:10.26425/1816-4277-2020-1-92-99 fatcat:d3iqnpyhfvhkvbmqotxjvqe674