Is the fight deadly?
Experts are convinced that in a situation where incomes and purchasing power continue to fall, and the consumer model has changed once and for all, retailers have entered into the "last battle" not so much with each other, but with all non-retail: from cinemas and entertainment parks to language courses and museums. Is it so?
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IN A FINE MESH
Every second Russian (45%) aged 18-24 years, according to estimates of Fashion Consulting Group, has made purchases online, and the audience of Instagram in Russia is 22 million users.
In 2017, the turnover of the Russian e-commerce market reached 1.04 trillion rubles. Association of E-Commerce Companies (AKIT) estimates this growth at 13%, compared to 2016. In turn, the growth of purchases using smartphones in some categories of goods, according to retailers, is 40%. "Generation Y is very active, on average they receive more than 4,000 different advertising messages from various sources per day," believes Nilo Pacenza, Marketing Director of the brand Elisa Cavaletti. This generation has already developed an "advertising blindness" to many types of direct advertising. They are very clearly able to analyze the incoming flow of information and do not believe what they see in advertising. Nevertheless, these people tend to search for information on the Internet, advice on forums and in communities when selecting products. Therefore, it is very important to build the correct positioning of your products in the online environment in order to gain the trust of Y. At the same time, emotions, self-development and entertainment are really very important for Y, and this must be taken into account when forming the concept.
SRV agrees: retailers actively interact with their target audience on social networks. Thanks to thematic groups, for example in the Vkontakte network, they can form value propositions and inform participants about promotions and events.In the shopping center "Pearl Plaza" the company is actively working with wi-fi marketing, which allows you to notify the target audience that is nearby about special offers of the tenants of the shopping center.
However, despite the high growth rates of online retail (over the past 5 years, the market has grown more than 2 times), its share remains within 4% of the revenue of Russian retailers, CBRE states. Customer demands are growing, and leading offline retailers ("Crossroads", "AUCHAN", "M.Video») they have been responding to the challenge for a long time, offering services for the selection and ordering of goods on the website and partially generating revenue online. Roman Kokorev, a leading consultant of RealJet, also notes: although the share of Internet sales has increased with the development of technology, it is still not necessary to talk about the complete replacement of the offline format with online. "Rather, there is a tendency to increase the importance of omnichannel sales," the expert reports. Now the buyer wants to receive the goods in the most convenient way at a specific time. At the same time, all outlets exchange with each other data on balances, assortment, operations, sales on the sites. Such integration "from and to" allows you to create a really high quality of service and create an image of a company that is maximally adapted to consumer preferences. Therefore, retail does not seek to remove offline points and switch only to the Internet. Yes, «Children's world», «M.Video & raquo; and other mastodons of the market provide customers with the opportunity to book online goods from offline stores, as well as receive and return goods in any convenient way. But there is also a directly opposite trend - many online stores are opening showrooms and retail outlets today. This also happens among Instagram designers who open their corners and pop up points in the shopping center.
The interlocutors of "MM" state: the Russian buyer has finally ceased to be interested in "just shopping", and now he buys mainly online, and the "real" store comes only if he is waiting there for a high-class service or truly unique impressions. "The consumer model has really changed," agrees Olga Yarullina. The millennial generation spends most of their time online, where they prefer to shop. However, today "lack of time" has become a problem not only for young people, but also for people of all ages. The desire to save time and the sophistication of today's buyer, who needs a rich choice, have become the drivers of the growth of e-commerce. Some offline retailers are even switching to online in order to compete with online stores. Nevertheless, we believe that there will always be a buyer who definitely needs to touch and see the product live before buying it.
< span style="font-size: 12px;">Author: Ekaterina Reutskaya
