In 2023, the sales growth rate in Russia’s offline hypermarkets decreased by 6%, while in online stores it increased by 54%. This is stated in the Sbermarketing study (available from socialbites.ca).
The company’s press service explained that the increase in the share of singles and small families affects the growth of online shopping. According to the census, 42% of Russian families consist of one person. The company stated that single people do not want to cook just for themselves, there is no motivation and it is pointless to cook a pot of soup, they will not have time to eat and the food will spoil.
“Offline stores realized the problem of competition and started struggling to attract audiences. “Island cafes” have appeared in many stores. Here the buyer can “eat a delicious treat” purchased in this store, “steam” his appetite and buy something else. To prevent dry coffee from “chewing”, stores install coffee machines that smell like coffee. This allows you to attract buyers and “bite off” part of the income from coffee shops,” the company’s press service said.
Sbermarketing concluded that other ways to attract audiences from offline stores are the sale of goods in opaque packaging (“surprise”) and promotions aimed at children (“Skrepyshey” collections for purchases of 600 rubles or more).
The research was conducted in October.
Previously reportedJ7 butter and orange juice are becoming more expensive in Russia.
What are you thinking?
Source: Gazeta
Ben Stock is a business analyst and writer for “Social Bites”. He offers insightful articles on the latest business news and developments, providing readers with a comprehensive understanding of the business world.