This article analyzes innovative human resources (HR) management strategies in the Altai Krai retail sector amid globalization, digitalization, and regional challenges. This research is relevant given the growing competition accelerated by the COVID-19 pandemic and the retail sector's contribution to the region's gross regional product (GRP) (15%). According to Rosstat, retail turnover by the end of 2024 will reach 588 billion rubles, with large chains dominating (62.3%). The objective of the study is to assess the impact of innovation on HR effectiveness. Objectives: theoretical review (Becker's concepts, motivational theories), case study methodology, and practical analysis and effectiveness. Hypothesis: digital tools (AI, platforms like Workday) and flexible models (Agile, rotation) improve productivity and loyalty. The methodology for developing an HR strategy in the retail industry includes data collection (2020-2024), interviews, and KPIs. Cases: Magnit (AI training, 25% reduction in turnover, 15% sales increase); Maria-RA (flexible management, 30% increase in satisfaction); Ozon (automation, 50% reduction in hiring). Local factors are taken into account: migration, seasonality, and rural bias. The results confirm the hypothesis: innovations adapt HR to the region, strengthening the competitiveness of local chains through partnerships with authorities (Federal Law 381). Challenges: digital literacy. Recommendations: AI implementation, KPI monitoring, integration with regional programs. The article emphasizes the balance between federal and local approaches for sustainable retail development.