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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.ru, emilia-estra.ru, westfalika-home.ru, rossita.com and lisette.me. In 2018, the revenue of e-commerce trade increased by 10,3%, its share in the retail revenue reached 13%. 

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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.

An important trend that will determine the development of e-commerce in the nearest future is the increasing use of mobile phones. In connection with that, in 2017 the Company launched some updated mobile versions of the websites for the online stores of westfalika.ru and rossita.com, and in 2019, Obuv Rossii plans to introduce state-of-the-art mobile application with extended functionality. This allows the company enhancing quality of service and increasing the share of purchases via mobile devices.

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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 autumn 2018 and since than it has been 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.  Later on DPD, another big player of this market, became the partner of Obuv Rossii. As of the middle of January 2019, Obuv Rossii launched the project in more than 250 stores and delivered more than 1500 parcels per week. The Group plans to extend cooperation with the current partners and attract new ones.  

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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, including both traditional (offline stores, catalogs, etc.) and new ones (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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