For the online store of the brand Westfalika, which belongs to the group of companies "Shoes of Russia", this November was a record in terms of turnover. Sales of the Group's main online platform increased by 30% compared to the same period in 2017. The largest number of orders came from Yekaterinburg, Novosibirsk, Omsk, Khabarovsk and Chelyabinsk.

According to Timur Efimov, Head of the Internet sales department of the Group of Companies "Shoes of Russia", the Group has achieved such high results due to several factors. Firstly, an internal project was launched «Joint sales», the essence of which is the active interaction of retail outlets (stores of the Westfalika chain) and online platforms. For example, if there is no product in a regular store, the sellers offer the buyer assistance in placing an order in an online store with any of the convenient delivery options. The first results confirm the effectiveness of the project. So, in November 2018, joint sales accounted for almost 10% of the total turnover of the online store. Secondly, the company optimized business processes of order processing (in particular, they introduced uniform standards and improved the motivation system for call center operators, reduced delivery times), which allowed to increase the conversion of incoming orders into completed ones by 10% over the past six months. Thirdly, the specialists of the Internet sales department began to use a integrated approach in promotion, based on key metrics such as ROI and CPL.

The Group plans to further develop joint sales, as this is a project at the junction of online and offline, which provides synergy of different sales channels. There are also great opportunities for growth in logistics optimization and in using the mobile version of the site as a promising sales channel. Next year, a new, modern mobile application of the online store Westfalika with advanced functionality should be developed and launched.

One of the strategic areas of work of «Shoes of Russia» This is the development of an omnichannel model, both in trade and in services, the introduction of new tools for interacting with customers. According to the results of 9 months of 2018, the share of online sales in retail revenue amounted to 11.5%. "Shoes of Russia"plans both to develop its own online stores and to cooperate with external online platforms such as Wildberries, Lamoda, as well as to expand partnership with networks of points of dispatch and delivery of parcels.

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