Unichel foresees the wishes of customers
08.08.2019 6515

Unichel foresees the wishes of customers

Shoe factory Unichel Using the latest technology, he is the first Russian footwear manufacturer to research the level of customer interest in models that are yet to be born. Based on the measurements obtained using special sensors, the manufacturer will formulate an assortment of future collections.

To date, the company has operated a strict system for evaluating experimental models. Each sample was interviewed in focus groups, the “sieve” of the art council, the annual shoe fair, where buyers from all over Russia made their choice and determined what would be sold in their regions. This system has proven its effectiveness, as it allows you to evaluate the future model from all sides, to predict its commercial success, and most importantly, not to release what they will not buy. But the latest information technologies open up completely different opportunities for retailers. Namely, thanks to new tools, Unichel will increase the participation of buyers in the formation of collections, and at a new level, when their preferences will be read in the moment.

The technological solution that made this approach possible is the latest domestic development - a system for analyzing and forecasting customer behavior "AFTETIX". It is based on a system of motion sensors, as well as software for processing and analysis of data received. Sensors are installed on experimental models of shoes that the factory considers as candidates for production next year. With their help, the system collects statistics for each shoe model, and on the basis of these statistics conclusions are drawn as to which models only attracted the attention of buyers for a short time, which models liked so much that we can talk about the long-term interest of buyers in them, and which models did not cause interest at all.

The new approach will make it possible to offer the buyer what is really interesting for him, with a high probability to determine his preferences, and therefore more quickly satisfy the need, reducing the time and effort to search for the desired range.

A study of consumer preferences has already been carried out on models of the Vesna-Autumn 2020 pre-collection, which were made in a single experimental sample. A special stand is installed in the largest company store with the most representative audience.

“The shoe market is a highly competitive niche,” says Unichel Commercial Director Alexei Denisenko. - And in the conditions of falling purchasing power, we cannot let the buyer down, we cannot risk his loyalty. We work without the right to make mistakes and therefore cannot release models that will not be liked and will not be interesting. We align each model so that each is commercially successful. ”

For the month during which preferences were measured, the company received a peculiar rating of models. The greatest interest among women was caused by a classic laconic black ankle boot on medium heel made of genuine leather. Men more often than others chose a model in sport-casual style. Teenage preferences correspond to fashion trends - free donning and a high sole, a sporty look. It was these models that customers most often took from the shelves and examined and studied longer. Further, the consumer TOP will go through all the stages of the traditional system for evaluating experimental samples adopted at the factory: artistic advice and selection by buyers at the Shoe Fair.

Справка о компании

Unichel shoe factory according to statistics from Roskomstat of the Russian Federation, it is a leader among Russian enterprises in terms of production of shoes made from genuine leather. Today the company combines three shoe factories in Chelyabinsk, Orenburg and Zlatoust. The Unichel branded trading network is the largest in Russia specializing in the sale of domestic footwear and has 609 stores in 220 cities of the country: Chelyabinsk, Sverdlovsk, Omsk, Irkutsk, Kurgan, Orenburg regions, Bashkiria and Tatarstan, in the Khanty-Mansi Autonomous Okrug and the Yamalo-Nenets Autonomous Okrug, Krasnoyarsk and Perm Territory, Moscow, St. Petersburg, as well as in the Republic of Kazakhstan.

Unichel shoe factory is the first Russian shoe manufacturer to use the latest technology to investigate the level of customer interest in models that are just about to be born. On…
3.44
5
1
2
Please rate the article

Materials on the topic

The international footwear exhibition Euro Shoes premiere collection was successfully held in Moscow

Russia's largest exhibition of footwear and accessories, Euro Shoes, was held in Moscow from February 19 to 22 and again became the main platform for the meeting of fashion brands and...
29.02.2024 3340

We are ready for active development in the Russian market

Friedrich Naumann, CEO of the Tamaris brand, told Shoes Report about the company’s ambitious plans, business development in Russia and expansion of the retail network, and also shared details about new collections and…
29.03.2024 3172

Bright colors of the approaching spring: shoe brand TAMARIS showed a new collection SS'24

The German shoe and accessories brand Tamaris presented a new collection for the spring-summer 2024 season, which included stylish and comfortable models for any occasion. The collection combines several fashionable themes, and any woman will find the perfect one for herself...
27.02.2024 2989

IGI&Co presented at EURO SHOES a new line of Urban active sneakers with a GORE-TEX membrane

The Italian shoe brand IGI&Co, known to Russians for its comfortable shoes made of genuine leather, has released a new line IGI&Co Extra. It includes men's and women's sneaker models (high and low sneakers) in several options...
19.02.2024 2830

Turkish brand Vaneda on Euro Shoes

Street style, sport, outdoor, military – the main style directions of footwear of the company from Turkey
20.02.2024 3501
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning