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In 2020, Obuv Rossii Will Issue over 1.5 mln Parcels via Partner Pick-up Points

Obuv Rossii Group, the first publicly traded company in Russian fashion retail, plans to increase in 2020 the number of the parcels delivered via partner pick-up points (PUPs) that are located in Group’s stores four times – from 400 thousand to 1.6 mln. To date, more than 1,700 pick-up points have been launched in the stores; the Company is cooperating with eight partners, logistic operators PickPoint, DPD, Boxberry, PEK, Hermes, Russian Post, Sberlogistika and the OZON online-retailer. In 2020, the Company will continue to develop the “Pick-up Points” project and intends to connect to it all big logistic operators that provide the last mile services using PUPs.

The PUP project is part of the Company’s strategy aimed at the integration into the logistic infrastructure of the Russian e-commerce market. Besides, this project helps Obuv Rossii develop their own online stores, allows to get more information about the online customers and their needs, and to expand the number of customers in physical sales outlets.

Obuv Rossii has started implementing the Pick-up Points project in November 2018. In 2019, the Company issued more than 400 thousand parcels — December being the record month when over 100 thousand online orders were delivered. “Postal services allow the Company to increase the traffic in its stores and cross-sales. In 2019, the traffic of clients who came to pick up parcels made up 5.8% of the total foot traffic. This year we plan to get the traffic growth by 10% because of the PUP project. We also intend to increase the conversion into purchases, i.e. the share of customers who come to get their parcels and buy some services or products in the store, by 10%,” says Natalya Kulikova, head of the Financial Services Group of Obuv Rossii.

To support the project, Obuv Rossii uses software provided by a partner. The exception is Russian Post whose 1C-based software was integrated with that of the retailer. To unify business processes related to parcel delivery, the Company plans to have the full integration of all partners in the PUP project into a unified IT-system in 2020.

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