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
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.
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.
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