В кризис обувные сети активно развивают омниканальные продажи

В кризис обувные сети активно развивают омниканальные продажи

В условиях кризиса традиционной розницы онлайн-сегмент продолжает демонстрировать положительную динамику развития, тем самым доказывая перспективность omni-канальной стратегии. Сегодня многие из ретейлеров говорят не только о своем желании, но и конкретных усилиях, направленных на увеличение онлайн-продаж.

Одной из компаний, которая стала развивать омниканальные продажи в кризисном 2015 году, была сеть Raif Ringer. Игорь Камельков, коммерческий директор ГК RALF RINGER, отмечает, что пока доля интернета в продажах компании небольшая и составляет около 2,5% от розничного объема. Однако за 2016 год продажи интернет-магазина выросли на 45%. В ближайших планах компании — довести долю омниканальных продаж до 4-5% от общего объема.

ГК «Обувь России» также развивает мультиканальные продажи. По словам Натальи Паули, директора по связям с общественностью ГК, это позволяет расширить географию продаж и привлечь в магазины более молодую аудиторию. По итогам 2016 года, интернет-продажи компании увеличились в 1,5 раза. На сегодняшний день «Обувь России» развивает четыре интернет-магазина под собственными брендами. Сеть Mario Mikke начала осваивать интернет-сегмент в 2014 году. С помощью омниканальной стратегии компании удалось привлечь покупателей, находящихся за пределами Центральной России.

Согласно данным аналитического обзора «Розничные сети по продаже обуви 2017», сегодня около 31% сетевых проектов, работающих на российском рынке обуви, имеют полноценные интернет-магазины, позволяющие совершать покупки товаров с доставкой или самовывозом заказа из розничных магазинов. Однако по данному показателю обувной рынок значительно отстает от одежного ретейла, где обзавелись собственными интернет-магазинами уже 56% сетей.

Источник: rbc.ru

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