How does the crisis affect the development of online commerce?
During the crisis, online trading became particularly popular. Statistics is relentless: the volume of online retail sales in 2008 grew by 35%. Offline retail – only 13%. In 2009, the volume of outdoor advertising has already decreased by 42%. The volume of the Internet audience is approaching the television. For example, Yandex almost caught up with Ren-TV. And along with Mail.ru, they overtook the TV center. Young people spend on social networks an average of 33 hours per month. In short, the crisis has added points to the Internet environment. Large networks opened their online stores long ago – by 2008, Euroset, Svyaznoy, M.Video, and Tekhnosila were among the ten largest Runet projects. Recently engaged in online trading “Alphabet of Taste” and “Bookvoed.” In the near future, the holding of X5 Retail Group is going to take this path; its head, Lev Khasis, states that it will be a universal online store, similar to Amazon. Low prices The direction of online commerce is actively developing. This is due to the active presence of buyers in the “virtual” and with a decrease in the cost of maintaining the store. In addition, online advertising campaigns are cheaper and their effectiveness is quite transparent. And low costs are known to entail low prices. That attracts buyers to the network. For example, on the Internet, electronics can be cheaper by 15%. This is because the goods are not stored on the shelf and the inventory turnover is higher. In a crisis, when the income of an ordinary citizen has sharply declined, and desires and requests remain, the only way to satisfy their need is to find the same, but cheaper. In this sense, the Internet provides practical unlimited possibilities. The buyer can get tangible discounts, using the websites of companies. This applies to many areas of life – from entertainment to serious purchases. For example, many cafes and clubs place discount coupons on their virtual pages that need to be printed. There is a PPC system (Рay Рer Сlick), when for each site visit a user is charged a certain amount to the personal account in a specific project. This method was used a few years ago by Green Mama. In many appliance stores, for example in M. Video and White Wind. Digital, there are discounts on goods ordered online. All of these programs increase loyalty to the company and increase their sales. Audience In Russia, the Internet is bad. In the sense that it is worse than in America and Europe. However, according to the latest data, more than 30% of the population regularly connect to the Network. And every year this percentage grows. Not bad in Moscow and St. Petersburg things are good with the virtual. Now the Internet is developing in the Urals, the Far East, the North-West Federal District and the Volga region, so there are prospects for business. More recently, the age of the Runet audience was from 12 to 40 years. Gradually, it increases. Again, in the future, today’s forty-year-old in 10 years will be 50, and this is a completely different market segment. By occupation, visitors to the Network are leaders, students and specialists, mostly with average incomes and above. The main companies operating on the Internet are selling computers, phones and home appliances. Other services and products – automobiles, construction, pharmacies, clothing and products – are presented to a much lesser extent. The market in the Internet environment is not saturated. Advertising campaigns For advertising campaigns on the Internet, many technical possibilities are used. These include all sorts of banners similar to offline billboards, as well as contextual advertising, viral marketing, promotion in social networks, website optimization for search engines. All of these and other methods have the most important advantage: the ability to measure effectiveness. On the Internet, everything about everyone is known: who clicked on the ad, how many pages of the site he studied. If earlier companies paid for showing their advertisements, then for the number of clicks on them, now there is a favorable transition to pay for the call, and even better by calculating ROI (return on investment). This financial term is now used in advertising. Companies consider how much money this or that campaign brings to them on the Internet, and make decisions about optimizing their advertising campaigns. Internet shops Internet shops can be divided into two groups – those working only online and online representations of existing real stores. The online store’s merchant network can generate from 2% of the total turnover, and this is comparable to a branch of a unit. Now there is a significant increase in Internet sales of large companies. For example, in Euroset online sales increased by 50% compared with the previous year, and in M.Video – by 80%. The fact is that many buyers use offline stores as a kind of “shop-windows”, where you can see and touch the goods, but they will already buy it at a discount online. In order not to lose our customers, it is necessary to take into account this market trend.