Pick-Up Points of Logistic Operator PickPoint to Open in Obuv Rossii Stores


Obuv Rossii Group, the first publicly traded company of the Russian fashion retail, and PickPoint, a leading logistics operator of the Russian e-commerce market, have announced the launch of a new joint project to create a chain of pick-up points for online orders on the nationwide basis of Obuv Rossii Group’s stores.

The project is a part of the strategy of the Group to develop omni-channel trade and integration into the logistics infrastructure of the Russian e-commerce market. The new project will make it possible to attract additional traffic to the stores of Obuv Rossii, and it will facilitate the growth of service quality and online sales.

Over 250 stores of Obuv Rossii Group have been already connected to the project in the Urals, in Siberia, in the Far East and in the near-Volga region at the first stage. The new pick-up points are mainly located in the stores of the Westfalika brand, which is the main retail chain of Obuv Rossii in the above regions.

Due to the joint project of Obuv Rossii Group and PickPoint, the online purchasers receive a quality level of service on the «last mile», that includes comfortable location of pick-up points in the cities and inhabited localities, services of receiving Internet purchases, returning unsuitable goods, paying in cash and by bank cards, and trying purchases on.

Services of pick-up points of Obuv Rossii Group and PickPoint can be used by purchasers of any Russian or foreign online store that is a partner of the logistics operator, and these are over 5,500 companies of the e-commerce sector.

According to the partners' estimate, the joint project will make it possible to attract up to 5% of additional traffic of purchasers to the stores in the first year, who will potentially be interested in the offline assortment, which will also increase the loyalty to the brands of Obuv Rossii. Obuv Rossii Group and PickPoint plan to scale the chain of pick-up points in the mono- and multi-brand footwear stores that will meet the requirements of the project.

«The online and offline integration is a key trend that will determine the development of retail sales for the nearest future. That's why we implement projects that help us reach the maximum synergy of different sales channels», — comments Anton Titov, Director of Obuv Rossii Group. «Cooperation with PickPoint is one of the steps on this way. Thus our chain becomes integrated in the existing infrastructure of the Russian online sales market, becomes its important component, and we obtain an additional stimulus for development of our own retail chain and online stores».

«We are glad to have an opportunity to open a chain of pick-up points on the basis of Obuv Rossii stores, since we are sure in the quality of our partner’s work. We know that our purchasers receive a high level of service, starting from the predictability of the operation schedule and finishing with the necessary set of additional services that make it pleasant to shop online. It is essential for PickPoint, since we provide our recipients with a single standard of service», — comments Nadezhda Romanova, PickPoint CEO.

Development of omni-channel sales is one of important directions of Obuv Rossii’s work. The results of 9 months of 2018 show that the share of e-commerce in the retail revenue of the Group was 11.5%. Under the strategy of development of the omni-channel trade model, in 2018 Obuv Rossi increased the amount of cooperation with the online hypermarkets of Wildberries and Lamoda. The company also plans to further expand partnership with other operators of the Russian e-commerce market, including the chains of parcel dispatch-and-delivery points, in order to become integrated in the logistics infrastructure of the e-commerce market and reach the maximum effect of synergy of different sales channels.


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