| Runet becomes the country's largest hypermarket Users of the Russian segment of the Internet are increasingly trying themselves as electronic buyers. Moreover, this is explained not only by fashion and the desire to copy the habits of the European or American middle class. Runet is increasingly positioned as the largest hypermarket in the country - a store that has absolutely everything. And besides, long walks to retail outlets scattered throughout the city can be replaced by a half-hour search for the desired product on the Internet. In addition, on the Internet, buyers are attracted by the opportunity to choose: they can not only find the right option, but also the most profitable one. You can compare prices. You can read reviews from those who have already made such a purchase. And at a pre-agreed time, the courier will knock on the door of your apartment or office.
According to companies involved in Internet monitoring, in Moscow and St. Petersburg there is already a small layer of people who regularly make purchases on the Internet. In 2000, 8.8% of Russian users resorted to the services of online stores. The results of 2001 have not yet been summed up, but analysts believe that the number of such people has increased significantly. Moreover, starting with books and videotapes, buyers order more solid things: for example, cameras, washing machines. But the majority of purchases on the RuNet, as well as throughout the world, are for goods no more than $25. Although it has long been possible to find and order timber, furniture, and weapons on the Internet. Recently, electronic purchasing of medicines has become very popular, which, by the way, is not entirely legal. According to Intergroup, a significant share of mobile phones in the capital are already purchased in electronic stores. Basically, payment for purchases is made in cash upon delivery, but there are no difficulties in paying with credit cards in Russia - except for the lack of cards themselves among the population.
In addition to the increased number of clients of online stores, experts note that in 2001 the stores themselves also changed. Previously, it was enough for a seller to create his own website (if he has technical skills, this takes two or three days) and then personally deliver the goods stored right in his own apartment. “Now consumer requirements have changed,” says Andrey Matveev, head of the new projects department at Intergroup. - They don’t want to face the problems that very often arise with online stores: calling for a long time, sending confirmations, waiting for the goods to arrive at the store, then waiting for the courier. Anyone who trades online must do it faster, cheaper and with better quality than in a regular offline store. Previous stores were made by programmers. Opening a retail outlet on the Internet is not difficult, but even in electronic form, the store must remain a store. You must treat the customer right and guarantee the availability and quality of the product. If you smiled at him and said the right words, he will definitely buy something from you.” Now, according to Mr. Matveev, professionals are entering the electronic market not in programming, but in trading. Experience has shown that electronic stores are only a small add-on to what must be done offline: warehouses, logistics, delivery, customer relations. Therefore, it is not surprising that the online departments of the largest trading companies and simply large stores are gradually becoming the most promising and profitable.
As Andrey Matveev notes, a very successful solution for business is to create an electronic “showcase” for a regular store. Because those who are still hesitant to make online purchases are happy to use the Internet to find the right product. And in 2001, 20% of buyers of imported cars found and pre-selected cars using the Internet. Irina BELASHEVA |
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