Obuv Rossii summed up the results of the first half of 2016 in the direction of e-commerce, which showed that the number of completed orders in the company's online stores increased by 96% compared to the same period of 2015, and in monetary terms the volume of online sales increased by 113%.
The share of mobile traffic in the first half of 2016 increased by 6% and amounted to 34,7% (the indicator of the first half of 2015 - 28,5%). At the same time, the traffic of the main online trading platform “Shoe of Russia” - the Westfalika online store increased by 1,5 times, the conversion of the online platform increased by 0,12%.
According to the leadership of the group of companies, such results were achieved thanks to competent work on informing customers about the presence of an online store (presentation materials in retail); improving logistics; improving the service of online sites - improving convenience and introducing new services, such as calculating installment payments for goods. Also, a significant role in increasing the volume of Internet sales was played by the activity in the development of e-mail newsletters and the introduction of trigger mailings that respond to user actions on the site by sending them more targeted messages that motivate them to return to the site, make a purchase, etc.
Due to the increasing load on sites, Obuv Rossii began work on updating CMS (content management system) in all its online stores. The company also plans to continue to improve its work in the field of e-mail marketing, as this channel is well converted into sales.
According to the forecasts of Shoe of Russia, the share of mobile users of its online stores in the next few years will increase to 50%. Therefore, the company is actively working on creating a new mobile version for the Rossita and Westfalika online stores, the latter has already launched a mobile application. Recall that “Obuv Rossii” entered the e-commerce market in March 2014. To date, the company has four online stores - Westfaliika.ru, Emilia-Estra.ru, Westfalika-Home.ru and Rossita.com.
The Obuv Rossii group of companies was founded in 2003; its head office is in Novosibirsk. The main business areas of the group are shoe manufacturing, retail and wholesale of footwear and related products. Obuv Rossii develops five shoe chains: Westfalika (single brand, mid-price segment), Pedestrian (multi-brand shoe supermarket), Emilia Estra (shoes boutique), Rossita (store for the whole family) and Lisette (fashion shoe stores). The Shoe of Russia shoe network currently has more than 450 stores in more than 100 cities. The company's revenue in 2015 under RAS amounted to 9 billion rubles, net profit - 1,3 billion rubles.