The main task is to reassure the buyer
08.07.2015 6254

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.
Please rate the article

Materials on the topic

Results of the round table of shoemakers with the Ministry of Industry and Trade of the Russian Federation, CRPT, NOBS and Wildberries

On September 15, a strategic meeting of representatives of the Ministry of Industry and Trade of the Russian Federation, CRPT, the National Shoe Union (NOBS) and the largest Russian marketplace Wildberries was held at the Holiday Inn Sokolniki hotel in Moscow. The meeting was attended by...
18.09.2023 4113

World Footwear Yearbook: Global footwear production reaches 23,9 billion pairs and is back to pre-pandemic levels

The Portuguese association of footwear manufacturers APICCAPS published the 13th edition of the international statistical bulletin World Footwear Yearbook for 2023, according to which, in 2022, the production and export of shoes worldwide increased by 7,6% and…
28.07.2023 4641

How to double the sales of a shoe store?

The last two years have been so generous with unforeseen events that you involuntarily think: “Is it necessary to plan at all?” Still, you need to plan. The sales plan is the benchmark for your business. Therefore, SR expert Maria Gerasimenko gives…
11.07.2023 4358

New direction of exhibitions in Alma-Ata: Euro Shoes @ Elite Line & CAF

Euro Shoes enters new markets and announces the launch of an exhibition project in Alma-Ata. The wholesale exhibition of shoes, clothing, leather, fur and accessories Euro Shoes @ Elite Line will be held in Kazakhstan from July 30 to August 1, 2023…
04.07.2023 3410

Round table with representatives of shoe factories of Dagestan with the support of the Ministry of Industry and Trade and NOBS

On May 17-18, a round table was held in Makhachkala with shoe manufacturers and enterprises from the strategic project of the Republic of Dagestan “City…
23.05.2023 4109
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning