The Kalyaev chain of stores is one of the suppliers of domestic manufacturers and sellers of leather and fur products.

The product range includes men's and women's outerwear, hats and various accessories. The online store was opened in 2013, but still the main sales channel remains offline trading.

We developed out of a small atelier and initially attracted customers only on the Internet, since online advertising was much cheaper than traditional offline advertising. Now we still use all the online promotion tools, primarily contextual advertising and social networks, but gradually we are also connecting traditional channels of communication with the client.

The story is "non-standard", usually it is the other way around.

Now it is in the order of things when companies historically appeared in online start actively promoting themselves through offline channels. More and more large online players are coming offline: KupiVip opens retail stores, Lamoda, OZON use outdoor advertising ...

We could even say that some offline channels are even more economically profitable for us now. The core of the target audience is Moscow and the Moscow region, approximately 82%.

And what about the regions?

In the regions, they order a lot and often - firstly, people do not have the opportunity to physically visit our stores, but at the same time, they don’t want to “miss out” the product at an attractive price.

Secondly, for us it is another indicator of the level of customer confidence in terms of product quality and the service offered and brand loyalty.

At the moment, the best "client's way" is the opportunity to get acquainted with the product and offers on the Internet, and then try on and purchase the product you like at any of our stores. However, many of our clients make the second and subsequent purchases already on the Internet by placing an order on the website.

For promotion, we also use co-branding activities with various partners. From the last successful examples - a gift to customers, when making a payment in the terminals of the IBC or a gift for registering on our website for ALBA customers.

We have repeated these promotions several times. For each source of attracting customers, we use a unique promotional code that measures the effectiveness of the entire promotion.

What are the most marketing promotions?

We consider SMS-mailing as “intimate”, in terms of personal space, as a channel and observe the frequency of advertising contact - no more than once a month. The greatest response have offers to get a gift. We always give a gift for free, without any conditions. In second place in terms of effectiveness is a newsletter with information on special offers and promotions.

How often you receive "complains"?

Given the large size of the client base and the frequency of communication, the percentage of formal replies or complaints is minimal. Over the past three years, the number of complaints can be counted on the fingers of one hand. But there are different cases. Once, a client from the Bryansk region registered on the site, left his contacts, agreed to SMS communication, received an offer from us for a gift, took it at the store, and then filed a complaint with the FAS.

And what about email marketing?

A specific communication frequency policy is also for email marketing. After receiving a welcome-chain of letters, the client begins to receive letters twice a week. Information letter with useful content and commodity - stocks, seasonal offers. Now we are “mixing”, analyzing efficiency - we add unobtrusive product offers to newsletters.

Last year, we artificially “closed” the site, making it impossible for a user to view product cards without specifying an email address. We gave the opportunity to see the main page, a preview of the catalog and a list of stocks. On the one hand, it was risky, as % of refusals expectedly increased on the site. On the other hand, we managed to greatly increase the email-subscribers database in a short period of time.

Did you manage to test new communication tools?

We try and test all new channels of communication with customers. One of the first we began to use information through Viber. Now the audience of this channel is already about 30% of our client base. In this case, the CTR is higher than in SMS.

More opportunities to bring the necessary information, no need to "squeeze" the text for SMS - in general, the message with the image looks more attractive.

What is the future of trade in your opinion?

The market is dynamically changing and developing rapidly, forcing to keep a “finger on the pulse” and adapt to the new conditions. A conservative approach to attracting and retaining a client is definitely not appropriate - you need to constantly test new mechanics and channels of interaction, rely more on numbers and draw the right conclusions, making the right decisions.

Igor Zakirov, Marketing Director