Demand for safety

How a pandemic and increasing demand changes the work of online stores

Electronic commerce previously cheerfully seized the world, and in 2020, it seems, finally won. During the closed boundaries, self -isolation and quarantine, the delivery of goods became a real salvation. And the epidemiological situation hints that this new reality is with us for a long time. And on the eve of the New Year's bustle in the search for gifts and mass accumulations in stores, delivery seems to be the least labor and safest way to survive complex times without loss.

On the example of the work of the Alyonka online store, the new explains how the E-Commerce sphere works and is preparing for the peak season.

Buying on the Internet already seems to most of us faster and more convenient than the usual shopping campaign. And the industry itself does not stand still, leveling the shortcomings of e -commerce. Portals specializing in the sale of clothing include the fitting function available in the delivery of goods. And also for a long time they have been working on the creation of a virtual fitting room with the possibility of uploading photos and creating a 3D model with the buyer's parameters.

Cosmetic online stores, in addition to a detailed description, attach photos and videos that demonstrate the advantages of goods. Product online markets are many times more difficult: neither try, nor feel the aroma, nor evaluate freshness-technologies do not yet allow. And in order to conquer and maintain the trust of the buyer, online stores offer non-standard solutions.

The issue of freshness of products (not at all perishable) for the entire concern “United Confectioners” and its own retail network is one of the most important. But the Alyonka online store approached its solution radically, launching a separate direction-“fresh delivery”. And the rest of the goods of the online store, due to the lack of intermediaries, after manufacturing in the factory and packaging in the warehouse, immediately come to the consumer.

Other shortcomings of the Internet trade “Alyonka” are compensated by the quality of long-acquaintances and favorite sweets and sweets made using traditional technologies. But it also offers a field for experiments: a wide range of goods of regional factories, exclusively represented only on this site. In addition, in the online store, in addition to the loyalty program integrated with the retail chain, there is its own flexible system of discounts. Promotions are also easy to find in a separate section, and the amount of savings reaches 50%.

Now Alyonka is testing the “sweets per ruble” campaign several times a week-another offer of an online market that embodies the principle of “buy more-pay less”: as soon as the amount of orders in the basket exceeds 800 rubles, an option of choosing goods as a gift for symbolic value appears.

But those who have already made a choice in favor of electronic trade value primarily the basic advantages of the service. They are ready to forgive the lack of olfactory-tactile sensations for speed and delivery coverage. In terms of speed, the Alyonka online store will compare with the delivery of pizza: in 10 large cities of the country, the courier will bring the order within an hour. The coverage is determined by the capabilities of the holding’s transport companies, and the delivery time with the remoteness of the settlement from the warehouse or retail store.

In the spring of this year, with the adoption of quarantine measures and self -isolation, delivery services were faced with a record increase in orders. Being not ready for such streaming loads, couriers worked for wear, buyers languished in anticipation of orders, and online stores were forced to make excuses for downtime. On the eve of the New Year holidays, fears of repetition of the spring scenario sound more and more relevant. The company has confirmed us: there are always risks, they arise when working in a warehouse, and when the goods are transferred to the delivery affairs services.

But risks are possible to minimize. Equipment in the warehouses of the "United Conventors" is modernized, an additional set of personnel is underway, work is introduced into several shifts. And in the case of overloading delivery services, the store managers will warn the buyer about the deadlines and will help you choose the optimal speed or convenience option. Indeed, in addition to courier delivery, the order can be taken at the point of issuance of a transport company or a postmate.

The immediate plans are to launch the application for iOS and Android, and the next year the transition from mass shares towards personified discounts to those products that are popular with a particular buyer. I must admit that online stores, realizing the social function assigned to them with modern problems, are ready to bear responsibility for their activities. In such conditions, it is even more pleasant that many do not stop at a limited set of functions, are ready to meet the requests and wishes of the client, turning an impersonal mechanism into a reliable assistant and friend.