:

-
,
, ,
, .


.

 :
, ,

customer
journey

Empowered

 , %
2000/2014

96
90

29

25

23
NL

89

UK

89

28

CH

90

83

FR

75

26

19

13

DE

87

BE

65
23

12

AT

ES

60
23

PT

59

GR

IT

95
47

NO
2000

97

95
45

SE

35

DK

97

26
FI

82

12
SK

78

10
CZ

75

7
HU

67
7

61
2

PL

RU

2014

: http://www.internetworldstats.com/stats4.htm#europe,
,

 ,
. $. 2011 2015
2,251

. US$
1,014

2011

1,941
1,564

1,252

2012

2013

2015

2015 (FCST)

24.0

25.2

25.4

26.2

2012

2013

2014

2015 (FCST)

15.9

2011


e-commerce (2014)
e-commerce $ 21.4 ,
:

$ 10.9

$ 6.0
$ 4.5

RESULTS AND STRATEGY REVIEW

Crossborder

: Hermes NexTec Russia, E-Commerce Europe, Data Insight, InSales, 2014-2015


e-commerce
%, 2014

RESULTS AND STRATEGY REVIEW

: Hermes NexTec Russia, E-Commerce Europe, Data Insight, InSales, 2014-2015


e-commerce 2014-2015

RESULTS AND STRATEGY REVIEW

: Hermes NexTec Russia, Centre for Retail Research, 2014-2015

RESULTS AND STRATEGY REVIEW

: Hermes NexTec Russia, Centre for Retail Research, 2014-2015

AOV - &

RESULTS AND STRATEGY REVIEW

: Hermes NexTec Russia, Centre for Retail Research, 2014-2015

10

 -

73% -

: 75 % -

Source: GfK Young Shopper Study, 2014 - 12 Countries worldwide - CAWI, sample 1.000 per country

1
1

 Ecommerce 2016

Mobile, M-Commerce (responsive design, mobile apps)

Omnichannel (+customer journey)
Big Data (data-driven marketing, customer data/CRM,
personalization, segmentation, merchandising, cross- upselling) + Small Data
Delivery and returns policy (free and fast delivery, instore pickup)
Multiple payment methods
Social (social proof, sharing buttons, login, SMM)
User Experience - UX (visual design, user interface,
usability, a/b testing, site performance)
Content (good and larger product images, product detail,
customer ratings and reviews, 360 views of products,
video, SEO)
Email marketing (trigger, retention, personalization,
segmentation, content)
Marketplace, VMI (Vendor Managed Inventory)
Enterprice Platforms

1
2

2015 :

1
3

35,000 SKU

1.-

2.

:
1. 60
2.

-
1. 24/7:
www.tehnosila.ru

, call-
2.

3.

,

4.

-
5.

1
4


BESTBUY

Renew Blue plan

-
-
-

DIXONS

-
Excellence Plan
-
- 50% -

ALIBABA

JD.com

- 4.$ 1
Suining. 20%

- 20% Yonghui

, Financial Times, The Economist

RESULTS AND STRATEGY REVIEW

1
5


1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

RESULTS AND STRATEGY REVIEW

1
6

NEW STORE PLATFORM FOR CUSTOMERS A

, ,

,

NEW STORE PLATFORM

FOR CUSTOMERS AND
BRAND INTERACTION

:
, ,


,
, ,


17



:

e-commerce

24/7

5 000 000

1
8

web


-
Look&feel

RESULTS AND STRATEGY REVIEW

1
9



-,

it&web

(,
, hr,

..)
tehnosila.ru
-
-

RESULTS AND STRATEGY REVIEW

2
0

 ECOMMERCE 2015
- ( GfK)
9 2016 1,7 ..
2015
6% .
2016
77% 2015 .
2015 +31% (
0+5%)
2015
34% 17,5 % 2014
25% 2015
13,6% 2014
21,3% 2015
15,9%
+60%

2
1

 ECOMMERCE 2015
+ 300%
40 000 SKU,

75 000 SKU. ( ,
, , ,
, ) 14%
.
tehnosila.ru 2015 47%
2014 (56,8 . )
12 ..
2014
email- 1,1 . email (+115% 2014)
, 2016
50%
2015 .
2
2

 -
, 3- 2014
-
,

-
, %

+
+
+

* - /, 2015

2
3

, DIY,
,

email

email-

2
4

, email
sms

- ,

2
5

CPC CPA

KPI /

2
6

ALIEXPRESS
11.11.2015

2000
100

, , ,

60%
- 50 %

2
7


- 96.RU
96.ru - ,
30% -

E96.ru

1.
2. -
3.

4.
200 000 96.ru, 5-10

5.

6. 750

7. 40

1.

2.

3.

4. , ,
-

28

 2016
-
- +50%

- >10
- >18
- E-COMMERCE
- M-COMMERCE
-
- 75 000+
2
9