Sales in Online Store Grew in November by 30%


November became a record month as to sales turnover in the online store owned by Obuv Rossii Group. Sales on the main online platform of the Group increased by 30% as compared with the similar period of 2017. Most orders were received from the following cities: Yekaterinburg, Novosibirsk, Omsk, Khabarovsk and Chelyabinsk.

Obuv Rossii showed high performance due to the following factors. “First of all, we launched an internal project “Joint sales” intended for active interaction of offline Westfalika outlets and the online platform. For example, if a usual store does not have some product, shop assistants offer help to the customer to place an order in the online store with some of the convenient delivery options,” says Timur Yefimov, head of online sales in Obuv Rossii Group. “First results confirm efficiency of the project. For example, in November 2018, joint sales made up almost 10% of the total turnover in the online store”.

Secondly, the Company optimized its business processes for order processing (unified standards were introduced, the system for motivation of call-centre operators was improved, the period of delivery was shortened) which allowed increasing the conversion of incoming orders into completed ones by 10% in the last six months. Thirdly, specialists of the online sales department started using an integrated approach in promotion based on key parameters such as ROI and CPL.

“We plan to further develop joint sales, as it’s a project at the intersection of online/offline ensuring the synergy of different sales channels. We also see big opportunities for higher optimization of logistics and use of our web-site mobile version as a prospective sales channel. In the next year, we plan to develop and launch a new, state-of-the-art mobile application for the Westfalika online store with extended functionality,” Timur Yefimov shares further plans for the online store operation.

Strategic lines in Obuv Rossii’s activity include the development of an omni-channel model both in sales and in services, introduction of new instruments for the interaction with customers. According to the results of the nine months 2018, the online sales share in retail revenues amounted to 11.5%. Obuv Rossii plans to develop its own online stores, to cooperate with external online platforms such as Wildberries and Lamoda, and to develop its partnership with networks of points for sending and dispatching parcels.


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