Rieker
The main task is to reassure the buyer
08.07.2015 5123

The main task is to reassure the buyer

After a failed April sales point of view (recession reached 40%), May turned out to be encouraging. Retailers noted a revitalization in the market and were optimistic about the summer, traditionally accompanied by a thirst for wardrobe renewal. But buyers again switched to the shopping diet.

“The reasons for this are very diverse, but the main one: consumers are not left with a feeling of panic,” says Daria Yadernaya, CEO of Y Consulting.

June showed a 5,5% increase in sales compared to May, according to the expert, which is an order of magnitude lower than last June. “At the same time, the margins in the market are close to zero as never before, since the main strategy for survival is getting rid of stocks,” says Daria. And, indeed, from the very beginning of June we have seen the beginning of sales, which is unprecedented.

According to Daria Yadernaya, against the background of a general decrease in traffic, the conversion rate remained the same or even increased, which in most cases was associated with a drop in the number of casual visitors, but target consumers remained, which even allowed an increase in the conversion rate without real sales growth. On the other hand, attempts by retailers to aggregate sales and increase the average check by increasing the number of positions in it, even with a simultaneous decrease in marginality, also lead to an increase in the conversion rate. “So there are still positive achievements: retailers are learning to feel the target audience more subtly in order to satisfy the needs of each visitor as much as possible, turning it into a purchase, even if not very profitable for the seller himself,” the expert says.

19 trillion rubles is in the savings of Russian consumers, it would be enough to pay the expenses of the entire Russian retail market for more than 1 a year. So consumers have funds, they just do not want to spend them in a situation of uncertainty. Of course, in many ways consumer sentiment is shaped by the media environment, but the market itself can influence the behavior of customers, giving them confidence signals. Perhaps this is the most important task facing retailers.

After a disastrous April in terms of sales (the decline reached 40%), May turned out to be encouraging.
5
1
Please rate the article
Euro Shoes Exhibition

Materials on the topic

“There was a light at the end of the tunnel…” Participants in the shoe market on the situation in the industry.

2020 became a crisis year for the real sector of the economy and the footwear industry. Shoes Report talked with the wholesale companies, with Mikhail Kryuchkov, the head of the Paloma distribution company, which represents a number of Spanish footwear on the Russian market ...
22.12.2020 8584

Dead Season. What will turn Covid-19 quarantine for shoe retail

Shoe retail resumes operations in Moscow and the regions, calculates losses, evaluates prospects. Two and a half months of downtime turned out to be a serious test for ...
01.06.2020 17633

10 main trends in retail for the next 3 years

Ten main trends emerging in the past year, which will determine the development of world retail in the near future
11.03.2020 21599

Marking shoes started. MTCT appointed as operator of pilot labeling project

On June 1, 2018 in Russia launched a pilot project for marking shoes, so far on a voluntary basis. The system operator has been appointed a subsidiary of the Center for the Development of Advanced Technologies “Operator CRPT”, created to implement the Unified National ...
23.07.2018 11715

Chipping shoes: to be or not to be

The proposal of the Ministry of Industry and Trade of Russia on the marking (chipping) of shoes caused a heated discussion among experts and participants in the shoe ...
10.08.2017 31664
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning