How will we buy?

How will we buy?

Oleg Senchuk

After solving basic IT problems, the main focus of retailers is focused on online commerce, the volume of which in 2018 reached in Russia at 1.66 trillion rubles.

In what directions is the digitalization of retail developing? The first is just online sales. Everything is clear here, it is considered a classic. Typically, the average check for purchases from online stores
is steadily increasing. People are increasingly trusting digital channels.

Second point: Companies that were originally purely offline and had only physical stores go online. And online entrepreneurs,
expand offline. That is, interpenetration occurs.

A very interesting trend is “smart” stores. The buyer at the physical store goes around the hall, puts the goods in a cart or cart, and the cost calculation begins automatically. At the end of the visit no longer
you need to queue for cashier, in fact, and there will be no cashier – the store itself takes into account the selected goods and withdraws money from the customer’s mobile application.

So far, of course, this story is more tied to the image than to real mass consumption. At the same time, there are more and more buyers ready to use such technologies.


Well, if you start thinking globally, then I do not believe that classic offline stores will go into the past at all. But they will increasingly embrace digital technology every year.

Individual approach

Another important characteristic of the market is understanding the importance of access to, processing and subsequent use of personal data. Now all Digital Economy League retail customers are up to it
aspire to take on the experience of banks, telecoms and Internet companies. It is about the history of purchases, the portrait of the buyer and his interests. So retailers get another working tool,
when on the basis of personal data we can offer our clients additional services and services.

Retailers create a shell around their customers, an ecosystem that motivates them to shop more. Additional goods and services may not be directly related to the subject matter
of one store or another. This approach is especially relevant when it comes to products that are not in everyday demand, but products that we turn to every six months or once a year. In the intervals of time
in-between purchases and related products and services are offered.

The main accents

There are a number of areas that automate retailers. First of all, it is supply chain – managing the supply chain. Everything related to procurement, warehouses, logistics. With another
on the other hand, many players, especially the big ones, have more or less resolved this issue, including through ERP systems.

The next step is sales channels. When it comes to physical points, it is an integration with the cashier, the order and balance management system. Speaking of e-commerce, these are digital channels:
mobile applications, connections to marketplaces, etc. Well, as I said, most often offline and online intersect. For example, many offline stores want to implement mobile applications for
their employees.

The main difficulty that everyone is facing now, by the way, is not only retail, it is providing omnicality. What is it related to? Let’s say you have a customer, he has some sales channels.
They all appeared in different chronological order, evolved differently, with their history and accumulated legacy. In order to connect, integrate, we need to build new digital platforms and change them
business processes. In their projects, the Digital Economy League teams are actively working in this direction.


Different are the bottlenecks. The same connection to marketplaces. This is a rather complicated process. And by the way, one of the peculiarities is that such players appear on the Russian market,
that can serve as a hub – a technology intermediary between retailers and marketplaces to streamline the process.

The cost of the projects depends on the customer

In terms of cost, what matters is the extent to which the customer has extensive and complex business processes. If the company is small, it is possible to put boxes of the decision. thanks to the use of
cloud technologies, systems are being implemented very quickly today. The cost of such projects is small.

But if the customer is a large online retailer where many complex processes require optimization, then other approaches, much more time and financial costs, are already needed. dependence
the obvious is that the more processes, the more automation, if there is automation, then there are systems – that is, a large number of integrations that need to be done. it follows
serious work on customization.

IT companies use different technologies on retail projects. Speaking of backend, this is ERP, supply chain, warehouse systems (WMS), CRM. Speaking of
front systems, first of all, these are digital channels with which the client interacts: mobile applications, there is a large spectrum of them, an online store, social networks, etc.

In the systems of the first group, fundamental, reliable, is important. They are provided by leading Russian and foreign vendors. As for the second group, of course here
there is parity between industrial solutions and open source, the latter is especially true for mobile applications.

IT-Expert Magazine,

Oleg Senchuk

Partner of the Digital Economy League group of companies

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