For the first time “cyber Monday” will be held in Russia for the second time this year on may 30. Still “cyber Monday” was an annual event and was held at the end of January. The organizer of the upcoming day of sales — the largest online retailer of 220 Volts” in the category DIY (do-it-yourself). “From sellers with the start of summer begins a new season and they need to “dump drains” — to sell the old collection of goods, and buyers in return can get the goods at a discount”, — explained RBC the purpose of the “emergency” “Monday” Aleksey Fedorov, managing partner, “220 Volt” and the President of the Association of companies the Internet-trade (AKIT; brings together 20 retailers).
Fedorov insists that the holding of the second year “black Friday” is not associated with falling demand from buyers. However, representatives of retailers in a conversation with RBC admit: summer is low season, so sales came in “handy”. Additional revenue of stores will amount to 19 billion rubles — this is an increase compared to a normal day, obtained through the participation in the “cyber Monday”, predicts Fedorov. 25 January, when the previous “cyber Monday”, retailers have received 9 billion rubles in additional revenue — though in the campaign then took part 165 sellers, and now have confirmed their participation already more than 300 companies, said the President of AKITA.
In “cyber Monday” shoppers can buy discounted electronics, appliances, home goods, clothing, toys, jewelry, cosmetics, cars, and also use the services — delivery of food and flowers, Klinikum service, buy insurance online etc. for the First time in the campaign, for example, will attend the Lego store, network of the group of companies Inventive Retail Group, the seller of building materials “Construction”, a sneaker shop New Balance. The organizers expect from participating stores discounts of up to 90%.
“The messenger” will offer a “cyber Monday” buyers more than 700 products with discounts up to 35%, told RBC representative of the retailer Maria Zaikina. Among the discounted products are mainly accessories, she said. On part of merchandise in “the Messenger” on may 30 will remain current discounts — for example, the “discount” for smartphones up to 35-40% compared to the beginning of April, she said. The retailer takes part in the action, because he wants to attract new customers, increase traffic and further stimulate sales of some models of accessories and gadgets, said Zaikina. The company expects threefold increase in sales of promotional products in unit terms, compared with an average may, said Zaikina.
Site of jewelry store “Adamas” is participating in “cyber Monday” for the second time, said Director of e-Commerce “Adamas” Alexey Ruchkin. According to him, the discount would reach 80%. Last “cyber Monday” attendance of the online store has more than doubled, the volume of orders received — in seven times, and the increase in revenue compared to the previous “cyber Monday” week amounted to 150%, said Ruchkin. For the end of January, which is traditionally a low season for jewellery retail, this is a good result, he said. Ruchkin expects sales performance at the end of may 30 will be “at least” January. “For us, is the ability to quickly get new clients and convert it into repeat sales”, — said the representative of “Adamas”.
“Yandex.Market is interested in holding a “cyber Monday” at the moment, as summer is a seasonal lull in retail trade, confirms a company representative Ekaterina Lebedeva. She refused to make a prediction for the turnover of the service on this day. Last “cyber Monday sales” the average number of transitions from Yandex.Market on the websites of the participating stores increased by 75% compared to the Monday a week earlier, added Lebedev. According to preliminary estimates the growth of orders and traffic on the website of the shop “Yulmart” will reach at least 30%, the Director for strategic marketing of the retailer Alexandra Savina. Discounts on products participating in the campaign will reach 65%, she said. The action will apply to washing machines, crock pots, laptops, gaming headset and other products, said Savina.
The company “Megaavto” will present 30 may 20% discount on five brands — Audi, Mazda, Mitsubishi, Hyundai and Volkswagen, said the representative of the company Maria Kolesnikova. She found it difficult to suggest whether the increase in demand for cars in this day, because the company has no experience of participation in similar days of sales.