The audience of the Zenden brand on the Internet in one year increased from 126 to 200 thousand people, an increase of 58,5%. At the same time, Zenden has little use of online sales opportunities. Accounts in social networks, like the brand’s website, perform only the functions of advertising platforms.
Zenden is actively increasing the number of subscribers in the four most popular social networks in Russia: Instagram, Vkontakte, Odnoklassniki and Facebook. The greatest dynamics in the increase in the number of subscribers is observed on Instagram and Vkontakte networks, where the growth was 95,4% and 38,1%, respectively.
According to Zenny Group’s communications director Alexander Milikh, the growth in the number of subscribers in the groups was ensured by interesting promotions, the best price offers on the network, high-quality photos, as well as video reviews of new shoes appearing on the shelves of retail stores. “We intend to continue active expansion on the Internet and in the next three months we plan to overcome the mark of a quarter of a million subscribers,” he says.
It is worth noting that in one of the most "selling" networks - Instagram, the official Zenden account has 79 thousand subscribers. However, as can be judged by the content, Zenden does not sell via Instagram, in this case, the account on the social network functions exclusively as a brand’s advertising platform. As well as the site Zenden.ru, which at the moment does not perform the functions of an online store, but only an online catalog.
According to Alexander Milykh, now the main online sales of Zenden shoes go through Wildberries and LaModa marketplaces. Whereas the company’s social networks are perceived primarily as a point of contact with a consumer audience.
Zenden group founded in 1997. The holding manages Zenden, Thomas Munz and Mascotte multi-brand shoe retail chains and launches shoes under its own brands. Owns shoe production and shopping centers.