Detsky Mir records the highest growth in online sales
Detsky Mir Group of Companies has demonstrated explosive growth in online sales in Russia in April 2020. The turnover of the online store and mobile application of Detsky Mir increased 3.8 times year to year, up to 3.3 billion rubles (including VAT); 1.9 million of deliveries of children's goods have been made in Russia.
During the period of high demand, there was one day when 115 thousand orders were placed . A more significant number of orders were observed on the day of last year's Black Friday sale when 124 thousand orders were placed. The share of online sales in the total revenue of Detsky Mir in Russia increased almost 5 times year-on-year to 42%.
Such categories as “Clothing and shoes” (+480%), “Baby food” (+436%), and “Toys” (+326%) became the online sales leaders. Zoo products demonstrated high growth rate, the volume of online sales of this category increased almost 14 times year-on- year. Table games and creative products (+874%) were the most popular in the "Toys" segment during the self-isolation period.
In April, under the difficult epidemiological situation in the country, increased demand for courier delivery of online orders was registered. According to the results of the month, the sales turnover in this channel reached almost 30% of the entire online segment sales.
Thanks to the launch of the delivery service from the nearest retail store at the end of last year, Detsky Mir reduced the delivery time down to one day in the 30 largest cities of Russia. The company also provides express delivery within a few hours after placing an online order in 19 cities in Russia.
More than 70% of the online revenue was generated by self-exporting online orders from the Detsky Mir retail stores. The company continues to provide a high level of service for the assembly and delivery of goods: 95% of online orders collected from the shelf of the store are issued to the customer at the cash desk within 60 minutes from the moment of placing the order.
“The development of remote trade is becoming not only a promising business area, but also a socially important measure to combat the spread of coronavirus infection”, – comments Maria Davydova, Director General of Detsky Mir PAO. “Our team has managed to quickly adapt business processes to changing conditions to ensure the safety of our customers and employees. We have introduced a non-contact delivery of online orders. The couriers of the online store, as well as the employees of our retail stores and distribution centers, have been provided with all the necessary personal protective equipment. All commercial premises and buildings of the company have been disinfected”.