July ended recently, which turned out to be not the hottest month of this summer, but paradoxically hot in terms of sales. Recall that all this time in almost all stores there were large-scale sales.
“Retailers saw that there were no sales and began to move, arrange discounts, special offers. As a result, for some items, the drop in demand has completely stopped, for others it continues, but not in such quantities, "said Igor Berezin, President of the Guild of Marketers.
Many retailers even experienced a shortage of goods, said Daria Yadernaya, CEO of Y-consulting. Fearing overstock, they put up for sale almost everything that they had, only not all could fill the shelves with a new assortment, because they had reduced their orders for the autumn-winter season.
Despite the overall decrease in traffic in shopping centers, as evidenced by Watcom, the conversion of visitors to customers was high.
“The sale has become an economically attractive event, because in the previous months it became impossible for many buyers to purchase footwear and clothing in the mass market segment,” says Daria Yadernaya.
According to the expert, the current situation of a commodity deficit raises new complex questions that cannot be answered unequivocally. Will the decrease in assortment cause increased demand? What impact will the pricing policy and the next wave of cuts planned on the labor market in the coming months have on buyer behavior? But we will find out about this only at the end of September, because August is still filled with calm expectations of the traditional increase in demand before the start of the new academic year.
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