Shoe retailers report increased traffic following quarantine removal
11.06.2020 2566

Shoe retailers report increased traffic following quarantine removal

In the first days after the quarantine was lifted, shoe retailers noted increased consumer traffic, but retailers believe that the effect of deferred demand will not last long.

“During the quarantine period, we recorded an increase in sales in our own online store at the level of about 17% compared to last year, but the traditional retail, like everyone else, was closed. In the first week of the resumption of work in Moscow, we expected that customer traffic in our stores would be low, but in fact, in the first days, the sales level was only 30% lower than last year, - says CEO Camper CIS Maxim Zharkov... - All the same, people went. The delayed demand has an effect, and then there will probably be a predictable decline in traffic. At the same time, our store in the Belaya Dacha outlet, which belongs to the Moscow region, is losing significantly in sales (minus about 60%) due to the ban on fitting shoes, which is acting on the orders of the regional authorities. In Moscow, in stores, we offer to measure shoes in shoe covers, but here even such measures are prohibited. Also, our store in St. Petersburg in the MEGA Dybenko shopping center is still closed, because, as you know, this shopping center, being one of the first to open, worked for two days and was closed due to a large influx of customers and the impossibility of observing the prescribed sanitary standards. According to preliminary information, he should earn again only on June 15. We expect to get at least some benefit from this situation, due to the fact that loyal customers to our brand, who usually bought Camper in Europe, going there on vacation, this year will be deprived of such an opportunity. We expect them to come to our stores in Russia for their favorite models. "

The Burgerschuhe shoe store chain, whose retail is developing in the Northwest region, also notes an influx of customers with the resumption of trading activity in stores in the Leningrad Region and St. Petersburg.

“In the Leningrad region, our stores have been operating for 2 weeks, in St. Petersburg only 2 days. The first week of work in St. Petersburg gave an increase in sales of about 46% compared with sales in the same period last year, comments Burgerschuhe Retail Director Igor Lisitsyn. - On the first day there was a large influx of buyers, people were bored. But it’s difficult to give any estimates now, we lost a lot in two months of downtime. I think it will be a big minus. During the quarantine period, we had our own online store, we sold shoes on Wildberries, but this only accounted for about 10% of sales. ”

At Ralf Ringer They say that buying activity and revenue dynamics differ depending on the location of the store. “Outlets in large shopping centers located in the center are still far behind. Buyers did not fully return there. Of course, we observe the effect of deferred demand, but this is a short-term effect. In general, it is too early to draw conclusions about the pace of recovery in demand. Our forecasts are pessimistic, as not only we, but also our customers suffered losses - a decline in household incomes will definitely affect demand for the worse, ”notes Ralf Ringer retail chain director Dmitry Kondrakhin

 

 

In the first days after the quarantine was lifted, shoe retail noted increased consumer traffic, but retailers believe that the effect of deferred demand will continue ...
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