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Foxtrot increased the share of online trade by 1.5 times and turnover – by 420% during the quarantine

21/ 05/ 2020
  In the most unpredictable coronavirus-related quarantine period in terms of planning and customer behavior, the FOXTROT.UA online store regained leading position in its category, significantly increasing the companys traffic, turnover and online share in April. When Ukrainians were limited in their ability to travel and visit offline stores, and stationary outlets could only sell communications equipment (CMU Resolution №211), the Foxtrot brand managed to redirect customers online: in the period from mid-March to April 2020 (the active phase of quarantine), the online store exceeded all records of previous peak load seasons, even Black Friday 2019. With the increase in the number of orders, the load on online sellers has doubled; in a maximum of 1 day of quarantine 270 thousand users visited the site, and a total of 8.5 million site visitors were recorded in April; in April 2020, FOXTROT.UA exceeded the result of April last year by 420%, which is more than 4 times; the companys share in online increased by 50%, or 1.5 times. We are convinced by our own example that the quarantine crisis has once again shown the need and importance of developing an omnichannel model. Moreover, we planned to reach these figures by the end of the year. But, even redirecting the amount of effort and investment, in a short time we managed to use them effectively and get the planned turnover, – said Kirill Popov-Cherkasov, e-commerce director of the omnichannel brand Foxtrot. It will be recalled that in May 2020, the FOXTROT.UA online store celebrates its 17th anniversary from the first day of full-fledged work. With the growth of Internet penetration, the emergence of strong and powerful competitors in the direction of e-commerce, the digitalization of the trade process has been intensified and the emphasis is on building an omnichannel business model, which provides a number of advantages: clear and close intertwining of processes and channels; the ability to start a purchase in one channel and complete it in another (look online/touch at retail, or choose in the store/order online); availability of uniform standards in customer service; wide range, profitable promotions with leading suppliers, quality of consultation, timeliness of delivery. So, in 2019 in a complex with rebranding of the company and the main message Update! large-scale work was carried out both in terms of transformation of the Internet resource and the corporate e-commerce department. In January 2020, FOXTROT.UA received a new look, became more conceptually and technologically advanced, comfortable for the user of mobile devices, increased the conversion rate. These efforts have allowed companies in the quarantine crisis to redirect traffic from offline to online without losing conversions and go through this period less painfully. Reference: The Foxtrot brand is developing as an omnichannel (offline and online trade) and in 2019 celebrated 25 years of work in Ukraine. Foxtrot is one of the largest retail chains in Ukraine in terms of the number of stores and sales of electronics and home appliances (162 stores with a total retail area of ​​153 thousand square meters in 90 regional and district centers of Ukraine). The online store foxtrot.ua is developing, the traffic of which reaches 8 million users per month. There is a loyalty program Fox Club, the number of members of which at the beginning of May 2020 is 9.7 million customers. FOXTROT Group of Companies is developing the brands Foxtrot, Technoshara (retail of home appliances and electronics) and Sekunda (temporary retail), as well as DEPOt Center and Fantasy Town (real estate management at FOXTROT). The co-founders of the FOXTROT Group are Valery Makovetsky (Chairman of the Supervisory Board of Foxtrot) and Gennady Vykhodtsev (General Director of the FOXTROT Group).

In the most unpredictable coronavirus-related quarantine period in terms of planning and customer behavior, the FOXTROT.UA online store regained leading position in its category, significantly increasing the company’s traffic, turnover and online share in April.

When Ukrainians were limited in their ability to travel and visit offline stores, and stationary outlets could only sell communications equipment (CMU Resolution №211), the Foxtrot brand managed to redirect customers online:

  • in the period from mid-March to April 2020 (the “active phase” of quarantine), the online store exceeded all records of previous peak load seasons, even Black Friday 2019. With the increase in the number of orders, the load on online sellers has doubled;
  • in a maximum of 1 day of quarantine 270 thousand users visited the site, and a total of 8.5 million site visitors were recorded in April;
  • in April 2020, FOXTROT.UA exceeded the result of April last year by 420%, which is more than 4 times;
  • the company’s share in online increased by 50%, or 1.5 times.

“We are convinced by our own example that the quarantine crisis has once again shown the need and importance of developing an omnichannel model. Moreover, we planned to reach these figures by the end of the year. But, even redirecting the amount of effort and investment, in a short time we managed to use them effectively and get the planned turnover,” – said Kirill Popov-Cherkasov, e-commerce director of the omnichannel brand Foxtrot.

It will be recalled that in May 2020, the FOXTROT.UA online store celebrates its 17th anniversary from the first day of full-fledged work.

With the growth of Internet penetration, the emergence of strong and powerful competitors in the direction of e-commerce, the digitalization of the trade process has been intensified and the emphasis is on building an omnichannel business model, which provides a number of advantages:

  • clear and close intertwining of processes and channels;
  • the ability to start a purchase in one channel and complete it in another (look online/touch at retail, or choose in the store/order online);
  • availability of uniform standards in customer service;
  • wide range, profitable promotions with leading suppliers, quality of consultation, timeliness of delivery.

So, in 2019 in a complex with rebranding of the company and the main message “Update!” large-scale work was carried out both in terms of transformation of the Internet resource and the corporate e-commerce department. In January 2020, FOXTROT.UA received a new look, became more conceptually and technologically advanced, comfortable for the user of mobile devices, increased the conversion rate.

These efforts have allowed companies in the quarantine crisis to redirect traffic from offline to online without losing conversions and go through this period less painfully.

Reference: The Foxtrot brand is developing as an omnichannel (offline and online trade) and in 2019 celebrated 25 years of work in Ukraine. Foxtrot is one of the largest retail chains in Ukraine in terms of the number of stores and sales of electronics and home appliances (162 stores with a total retail area of ​​153 thousand square meters in 90 regional and district centers of Ukraine). The online store foxtrot.ua is developing, the traffic of which reaches 8 million users per month.

There is a loyalty program “Fox Club”, the number of members of which at the beginning of May 2020 is 9.7 million customers.

FOXTROT Group of Companies is developing the brands Foxtrot, Technoshara (retail of home appliances and electronics) and Sekunda (temporary retail), as well as DEPO’t Center and Fantasy Town (real estate management at FOXTROT). The co-founders of the FOXTROT Group are Valery Makovetsky (Chairman of the Supervisory Board of Foxtrot) and Gennady Vykhodtsev (General Director of the FOXTROT Group).

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