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Omnichannel sales and e-commerce

In March 2014, Obuv Rossii entered the e-commerce market. Nowadays the company operates five online stores: westfalika.ruemilia-estra.ruwestfalika-home.rulisette.me and rossita.com. In 2019, the share of online sales in retail revenue reached 14.8%. 

  

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For the last two years, the Obuv Rossii online item list substantially expanded and now includes footwear, clothes, different accessories and related products. Currently, westfalika.ru offers more than 5,000 items.

Obuv Rossii places strategic focus on multi-channel and omni-channel trade. The customer is encouraged to make a purchase using different channels and instruments, with the switch from one channel to another being «seamless». Thus, the interaction between the customer and the company brand comes to the fore. This is why all Obuv Rossii online stores are mono-brand and virtually serve as an extension to the traditional retail network.

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Obuv Rossii intensifies cooperation with third-party online marketplaces such as Wildberries and Lamoda. In December 2019 the Company started cooperation with Tmall (being the part of Aliexpress Russia), in April 2020 — with Beru marketplace (joint venture of Yandex and Sberbank). All this enables the Group to increase brand awareness, enhance its footprint and audience of potential clients.

In March 2020 the Group launched in the test mode the online marketplace based on the webstore of its main brand, westfalika.ru. It is possible to order products which are not presented in the retail chain. To implement the project special places are equipped and monitors are installed in 30 stores of the Siberian cities: the consumer visiting the store may choose any item on the online marketplace and order delivery to the certain store or any other address. The online marketplace, having achieved its full capacity, will increase the retail proceeds by over 30% in the next two years. It will also allow the company to enlarge the online customer group due to customers from small towns and older customers, who are not much experienced in online purchases.

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What gives the Company’s online stores a competitive advantage over others is the already existing offline retail chain throughout Russia, providing the infrastructure to deliver orders in any region of the country. This reduces logistics costs for customer pickup points  (90% of all customers choose to pick up their online order from store), and helps to solve delivery issues more efficiently. Every store of the Company performs the function of a mini-warehouse and a customer pick-up point. Obuv Rossii’s online stores also offer its clients some other formats of delivery: the CDEK and DPD courier services and the Post of Russia.

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A multi-functional center for information support and order processing was created in the Company. It works 7 days a week, serving clients of the Company from all regions of Russia.  Obuv Rossii has developed a single system of order management: data on all the orders from any online store of the Company come to and are processed in one database.

Pickup points

Obuv Rossiii started cooperating with the PickPoint Company, a leading logistics operator of the Russian e-commerce market, in launching pickup points in Group’s stores. This project is the part of company’s strategy of integration into the logistic infrastructure of the Russian e-commerce market. In 2018-2020 the list of partners has been enlarged, at present it includes such companies as DPD, PickPoint, Boxberry, Hermes, PEK, Pochta Rossii, Sberlogistika and OZON. In 2019, Obuv Rossii delivered more than 400 ths.parcels through partner pickup points, in 2020 it plans fourfold increase in the number of delivered online orders — up to 1.6 mln. To date, more than 2000 pickup points are operating in Company’s stores.

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Customer interaction 

A multi-functional center for information support and order processing was created in the Company. It works 7 days a week, serving clients of the Company from all regions of Russia.  Obuv Rossii has developed a single system of order management: data on all the orders from any online store of the Company come to and are processed in one database.

Obuv Rossii uses different channels to communicate with its clients — offline stores, catalogs, e-mailing, social networks, etc. This allows the company to make the interaction with the brand more comfortable for the customers, since they can select an interaction channel that is suitable for them at every certain moment of time.

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