In November, Westfalika online store sales grew by 30%
November was the record for turnover in the online shoe store brand Westfalika, which belongs to the Obuv Rossii group of companies, they grew by 30% compared to November 2017 of the year.
As stated in the press release “Shoe of Russia”, the largest number of orders in the online store of the brand came from the following cities: Yekaterinburg, Novosibirsk, Omsk, Khabarovsk and Chelyabinsk.
The company associates growth with the launch of the Joint Sales project on the website, the essence of which is the active interaction of Westfalika traditional retail and an online platform. For example, if there is no product in a regular store, sellers offer the buyer assistance in placing an order in the online store with any of the convenient delivery options. In November 2018, joint sales amounted to almost 10% of the total turnover of the online store.
In addition, according to Timur Efimov, head of Internet sales at Obuv Rossii GC, the company optimized the business processes of order processing (introduced uniform standards and improved the motivation system of call center operators, shortened delivery times), which allowed to increase the last six months conversion of incoming orders to completed orders at 10%. Also, the specialists of the online sales department began to use an integrated approach in promotion based on key metrics such as ROI and CPL.
“We plan to further develop joint sales, as this is a project at the junction of online / offline, which provides synergies between different sales channels. We also see great opportunities for growth in optimizing logistics and in using the mobile version of the site as a promising sales channel. Next year we plan to develop and launch a new, modern mobile application of the Westfalika online store with advanced functionality, ”Timur Efimov shares his future plans for the online store.
One of the strategic directions of the work of Shoe Russia is the development of an omnichannel model, both in trade and in services, and the introduction of new tools for interacting with customers. According to the results of the 9 months of the 2018 year, the share of online sales in retail revenue amounted to 11,5%. Obuv Rossii plans both to develop its own online stores and to collaborate with external online platforms such as Wildberries, Lamoda, as well as expand partnerships with networks of points of delivery and delivery of parcels.
GC "Shoes of Russia" founded in 2003 year, has a headquarters in Novosibirsk and an office in Moscow. The main business area of the group is the production and sale of footwear and related products. The company operates 697 stores (133 operate under a franchise) under the brands Westfalika (single-brand shoe store), Pedestrian (multi-brand shoe supermarket), Rossita (a family-friendly store), Emilia Estra and Lisette (fashion shoe stores), and also develops brands of shoes and clothes for an active lifestyle S-tep, all.go and Snow Guard and owns two shoe factories in the Novosibirsk region. In accordance with the audited IFRS financial results of the group, in 2017 the revenue amounted to 10,8 billion rubles, net profit - 1,31 billion rubles, EBITDA - 2,74 billion rubles.
November became a record turnover in the online store of the Westfalika shoe brand, which belongs to the Obuv Rossii group of companies, they grew by 30% compared to November 2017 ...
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