Specialized online store of children's shoes www.det-os.ru celebrated his first birthday. The site was launched in May 2010. From the second half of August, by the beginning of the school season, orders began to be regular rather than random. A year has passed from this moment, time to take the first results.
“The main conclusion that I have made, having devoted a year and a half to Deto, is that there is an e-commerce market, not only in megalopolises, but also in cities, towns and villages of various sizes and geographic locations,” says the head of the online store Deto "Anna Osnovina, - within a year we managed to gain a foothold in the market. In our database there are already more than 1500 registered customers who have made at least one order. Of these, 35% made repeat purchases, some make orders once a month and a half. " This number can also be added to those who placed an order by phone (20% of all orders), but did not leave us their contacts (at best, only a name), therefore, in the client base, such customers are all registered under the same name “Retail customer".
On average, the site receives 200 unique visitors during the off-season and 700 during the season. The main audience of the online store, about 60%, are women. The average age is 25 to 35 years old. More than 50% of all visits are in the Urals region.
Anna elaborated on working with suppliers: “We have gained experience working with reliable suppliers of children's shoes, which allows us to ensure the timely arrival of new models and offer a wide selection of safe and high-quality products at affordable prices. Forming the assortment matrix, we focused on strong brands of children's shoes that are trusted by millions of Russians. In terms of sales, in the first place we have shoes of the Kotofey brand; in terms of turnover and profitability, the Polish brand Demar is the leader. “Zebra” children's shoes have good prospects and growth trends, but their lack of working capital is currently hindering its large-scale development.
It makes sense to consider the increase in sales over the past three quarters in order not to take into account the “low base effect” at the beginning of work. In 2011, the number of pairs sold increased, on average, by 40% per quarter. “We traded the first summer and did not expect growth, but a decline in sales,” Anna Osnovina says of her expectations, “but even the July failure was more than offset by sales in August and September.”
If the dynamics continue, then, of course, additional investments in the organization of infrastructure will be required, otherwise it will be very difficult to maintain such a growth rate.
“Now we get a lot of letters about the store being interesting, but either the assortment or sizes are not enough,“ let's check back later, ”but these are resolved issues. Most importantly, the business has taken place. A year later, I can confidently say that we are moving in the right direction, which means we will continue to increase momentum and strive to become a leader in the online retail market for children's shoes. ”