Research of the digital transformation of the retail sector in Russia
Omni-channel perfomance of major Russian retailers through the eyes of the customer, 2020 "We look into the omni-channel performance of the major Russian retailers"
During the pandemic, taking sales online and optimizing the current tech processes has become crucial for businesses and online stores. Many players had to build a technology framework in a blitz, almost from scratch. And even those with a track record in e-commerce showed sub-optimal performance in the new environment.
Many online stores realized that the new challenges require a boost of technology and business processes. To ensure further growth, businesses need to learn about the pitfalls in integrating an omni-channel approach that are specific to retail.
In this study, omni-channel performance means the assessed degree to which online and o ine sales channels in the company are merged.
In this project, we evaluate omni-channel performance of the largest Russian retailers, highlighting the most successful projects of the selected companies. At the same time, we take a deeper look into the online channel and how well it fits into the company's overall sales infrastructure.
2 Omni-channel performance rating by AWG and Data Insight
«Today, many projects and initiatives We plan to perform this initiatives of the major Russian research on a regular basis, retailers are aimed at improving annualy, and incentivize the most interaction with the customers. successful participants for improving However, negative customer customer experience. We believe experience cases can still be found that this will allow us to bring on the social media. the client in the spotlight, as well as their challenges and pains they We partnered with Data Insight might experience while are conducted a study interacting with a brand. to identify the areas of improvement This will help us all to take for customer interaction another important step on our in the leading Russian retail way to transforming the industry companies and show the outside-in on the whole and taking it to a new look through the eyes of a mystery level» omni-channel client.
Nikita Shabashkevich CEO AWG
3 Omni-channel performance rating by AWG and Data Insight
«Unfortunately, the pandemic acted not only as a driver for digital tranformation, but also as a litmus test of the business rediness for such challenges.
We saw rock solid retail chains suddenly crumbled by empty malls. Likewise, we see the stores that never showed any interest in e-commerce being forced to build online sales «quick and dirty», in literally just weeks, hitting each bump there is to be hit on the road, including those already discovered and re-discovered by others, described and classified. So what are we doing now?
Together with our colleagues at AWG, - we are analyzing, using a few dozen various parameters, how far a particular company has moved along the path of business transformation to a full-fledged omni-retailer»
Fedor Virin Data Insight Partner
4 Contents
About the rating 7
Participants 8
Overall rating 10
Top-10: overall 12
Top-10: purchasing experience 17
Top-10: technology interaction 18 Top-10: order receipt experience 10
Rating by subcategory 20
Apparel, footwear and accessories 21
Food 25
Home electronics and appliances 29
Pharmacies 33
Homeware and DIY 37
Cosmetics, perfumes 41
5 Contents
Sporting goods 43
Children’s goods 45
General stores 47
Methodology 49
About the companies behind the rating 54
6 About the rating
The omni-channel performance rating assesses the seamlessness of customer experience regardless of the channel via which the purchase is made, e.g., brick-and-mortar store, website, mobile app or customer support sta (call center, etc.). Since omni-channel performance is based on two main scenarios, i.e. the regular brick-and-mortar sales and online sales, which are new for most retailers, the online channel development plays an important role in the assessment.
The rating is based on the following groups of parameters:
Customer experience Order receipt experience Ease of changing or cancelling an order Characteristics of the company's on the go, opportunity to ask a question operational activities: delivery options (to and receive a competent answer, the doorstep, ODP, postal ATM, own comprehensive information about store), possibility of order tracking, products, single loyalty program changing delivery option after the order encompassing all sales channels. is placed, etc.
Interaction with technology Integrated assessment of online sales, or interfaces based on the data on online sales volume Characteristics of web-sites, apps, and and dynamics social media: quality and loading speed, load endurance, app functionality, availability of moderators in social media, etc.
The rating does not encompass parameters that significantly depend on individual perception, such as: design, assortment, product layout, prices, promotions, and other similar characteristics.
We congratulate the leaders on their well-deserved scores and wish them to maintain leadership next year. We wish all other companies success in their pursuit of bringing omni-channel experience and customer relationships to a new level
7 Overall rating
8 Participants
220 Вольт Re-Store Detskiy Mir O’STIN 220-volt.ru re-store.ru detmir.ru ostin.com 585*Золотой Reebok Dixy O cemag 585zolotoy.ru reebok.ru dostavka.dixy.ru 36,6 Reserved Doctor Stoletov Ochkarik 366.ru reserved.com stoletov.ru ochkarik.ru Adidas SELA Dochki-Sinochki Perekrestok adidas.ru sela.ru dochkisinochki.ru vprok.ru befree Stradivarius Zhivika Petrovich befree.ru stradivarius.com zhivika.ru petrovich.ru Billa Sunlight Zdorov.ru Pyaterochka billa.ru sunlight.net zdorov.ru 5ka.ru Bosco di Ciliegi Zara Ikea Rendez-Vous bosco.ru zara.com ikea.com rendez-vous.ru Castorama Zenden Ile de Beaute Rive gauche castorama.ru zenden.ru iledebeaute.ru shop.rivegauche.ru Cropp ZARINA Karusel Rigla cropp.com zarina.ru karusel.ru rigla.ru DNS Azbuka Vkusa Komus Samberi dns-shop.ru av.ru komus.ru shop.samberi.com Fix Price Aprel Korablik Svyaznoy fix-price.ru apteka-april.ru korablik.ru svyaznoy.ru Gloria Jeans Аптека Миницен Krasnoe & Beloe Sima-land gloria-jeans.ru minicen.ru krasnoeibeloe.ru sima-land.ru H&M Аптека от Склада Leroy Merlin Citilink hmonline.ru apteka-ot-sklada.ru leroymerlin.ru citilink.ru Askona L’Eloile Slata askona.ru letu.ru shop.slata.ru House Brand Auchan Liniya Snezhnaya Koroleva snowqueen.ru housebrand.com auchan.ru linia-market.ru Kari Baucenter M.Video Spar myspar.ru kari.com baucenter.ru mvideo.ru LOVE REPUBLIC Beeline Magnolia Sportmaster sportmaster.ru loverepublic.ru shop.beeline.ru shop.mgnl.ru Massimo Dutti Bud zdorov Maxidom Stolichki stolichki.ru massimodutti.com budzdorov.ru maxidom.ru Mercury Bookvoed Megafon Ulibka Radugi r-ulybka.ru mercury.ru bookvoed.ru shop.megafon.ru Mohito Victoria METRO Cash&Carry Farmlend mohito.com dostavka.victoria-group.ru delivery.metro-cc.ru farmlend.ru Mothercare VkusVill Monastirev.rf Tsum tsum.ru mothercare.ru vkusvill.ru монастырёв.рф OBI Vseinstrumenti.ru Monetka Chip i Dip shop.monetka.ru chipdip.ru obi.ru vseinstrumenti.ru Oysho Globus MTS Chitai-gorod chitai-gorod.ru oysho.com online.globus.ru shop.mts.ru GUM Neopharma Eldorado Petshopru eldorado.ru petshop.ru gum.ru neopharm.ru Yarche! RBT.ru Decathlon О’KEY okeydostavka.ru yarcheplus.ru rbt.ru decathlon.ru
9 Overall rating
10 Overall rating
«The pandemic has triggered a significant change in user behavior and requirements to customer experience. 2020 This year highlighted the importance of an omni-channel strategy for retailers - due to the complete shutdown of o ine points of sale and a huge pressure on online channels. This entire year, as we helped our clients transition to an omni-channel model, we saw the importance of overall customer experience, the experience of order receipt and interaction with technologies, and decided to take a look at the market as a whole. We hope that the annual Omni-Channel Performance Rating will be useful for our industry and will promt positive dynamics in the customer experience in Russian e-commerce in the future»
Alexander Khachiyan Director AWG
11 Overall rating: TOP-10
№ Brand Overall Customer Interaction Order performance experience with technology receipt
1 M.Video 26.88 8.13 12.75 4.00
2 Adidas 26.68 6.58 13.35 5.30
3 Vseinstrumenti 26.48 6.50 12.35 5.60 .ru 4 Sportmaster 26.17 8.79 11.75 4.10
5 Petrovich 26.13 8.25 11.5 4.40
6 Re-Store 26.11 7.86 11.25 5.50
7 DNS 25.80 8.13 11.05 4.60
8 Sunlight 25.40 7.65 12.00 4.80
9 Komus 24.89 8.29 12.35 2.80
10 Perekrestok 24.82 8.17 9.15 6.00
12 Overall rating. TOP 11-30
№ Brand Overall Customer Interaction Order performance experience with technology receipt
11 Dochki-Sinochki 24.75 6.25 12.00 5.50
12 Rendezvous 24.48 8.50 10.60 4.40
13 OBI 24.29 7.94 11.85 3.50
14 Leroy Merlin 24.20 5.93 13.15 3.60
15 VkusVill 24.18 6.83 11.35 4.50
16 LOVE REPUBLIC 24.13 7.86 10.65 5.10
17 Bookvoed 24.13 6.50 12.75 4.40
18 Chitai-Gorod 23.94 7.42 12.15 3.40
19 Detsky Mir 23.90 4.65 13.50 3.80
20 O’STIN 23.81 6.58 11.35 4.90
21 Petshop.ru 23.80 6.93 11.00 4.40
22 Ile de Beaute 23.71 7.36 10.60 4.80
23 Rigla 23.63 7.86 11.65 3.60
24 Korablik 23.59 7.21 11.75 4.10
25 IKEA 23.45 3.75 13.20 4.50
26 Svyaznoy 23.30 5.50 11.55 4.80
27 Sima Land 23.14 5.29 11.35 4.50
28 befree 22.64 6.29 11.35 4.00
29 O`KEY 22.56 6.58 11.10 3.40
30 Apteki Stolichki 22.46 7.08 11.00 3.40
13 Overall rating. TOP 31-50
№ Brand Overall Customer Interaction Order performance experience with technology receipt
31 L'etoile 22.25 7.00 11.75 2.50
32 Chip & Dip 21.88 1.78 13.35 5.80
33 H&M 21.44 6.42 11.40 2.60
34 Zhivika 21.28 6.50 10.15 3.60
35 Zara 21.11 4.86 12.25 3.00
36 METRO Cash&- 21.10 3.80 11.55 4.80 Carry 37 Kari 21.06 5.21 11.60 3.80
38 Apteka ot 20.98 5.60 11.75 2.60 Sklada 39 220 Volts 20.90 5.57 9.95 3.90
40 Reebok 20.81 7.71 8.35 3.80
41 585*Gold 20.68 5.13 10.55 4.00
42 Azbuka Vkusa 20.48 6.08 9.90 3.00
43 Krasnoe & 20.45 6.70 11.75 1.50 Beloe 44 Rive Gauche 20.30 3.43 12,00 3.90
45 TSUM 20.11 7.56 7.80 3.30
46 Farmland 20.06 6.86 9.45 2.80
47 Oysho 20.02 5.17 10.35 3.50
48 Globus 20.01 5.58 08.05 5.40
49 Aprilmoscow.ru 19.99 6.47 8.90 3.60
50 36,6 19.93 8.00 9.60 1.30
14 Overall rating. TOP 51-100
№ Brand Overall Customer Interaction Order performance experience with technology receipt
51 19.78 5.18 11.10 1.50
52 Snow 19.65 5.50 9.90 3.80 Queen 53 Decathlon 19.65 6.25 9.40 3.00
54 Massimo Dutti 19.60 4.60 10.50 3.50
55 Eldorado 19.54 5.19 7.60 4.80
56 Rainbow Smile 19.46 4.86 10.35 3.80
57 MTS 19.38 2.75 10.50 4.60
58 Bosco di Ciliegi 19.10 4.50 10.35 3.30
59 Megafon 19.03 4.36 9.80 3.90
60 SPAR 18.96 4.21 9.00 4.80
61 Bud Zdorov 18.95 5.50 8.95 4.00
62 Sela 18.79 4.64 10.15 3.50
63 Pyaterochka 18.75 4.50 9.50 3.30
64 Fix Price 18.73 2.40 11.45 3.40
65 Auchan 18.67 3.64 8.90 5.10
66 RBT.ru 18.25 5.50 8.25 3.00
67 CITILINK 18.25 5.63 7.75 2.90
68 Apteka 18.23 6.43 8.80 2.00 Minitsen 69 Monastyrev.rf 18.18 6.43 9.50 1.30
70 Beeline 18.12 3.90 10.35 2.90
71 Castorama 17.70 4.25 8.70 3.30
72 Billa 17.65 3.13 11.40 3.10
73 Dixy 17.60 2.38 10.60 4.10
74 Gloria Jeans 17.55 3.90 8.65 4.00
75 Stradivarius 17.42 3.05 12,00 1.40
76 Slata 17.34 5.42 9.05 2.90
77 Ochkarik 17.14 2.92 9.60 4.10
78 Mothercare 17.10 3.70 8.65 3.80
15 Overall rating. TOP 51-100
№ Brand Overall Customer Interaction Order performance experience with technology receipt
79 Baucenter 16.78 5.00 7.9 2.9
80 Cropp 16.58 3.20 9.25 3.1
81 Victoryia 15.93 3.30 10 2.6
82 Monetka 15.88 1.50 9 4.9
83 Carousel 15.88 2.25 10.25 3.4
84 Yarche! 15.68 3.36 8.7 3.1
85 Maxidom 15.67 3.69 8.1 2.4
86 Liniya 15.62 3.67 7.7 3.3
87 Askona 15.53 3.83 8.2 2.0
88 Zdorov.ru 15.44 1.79 10.4 2.3
89 Reserved 14.93 2.30 8.25 3.4
90 GUM 14.18 3.75 7.3 2.6
91 Magnolia 14.14 3.67 6.85 3.6
92 Mohito 14.00 2.60 8.4 2.0
93 ZARINA 13.77 4.07 6.2 3.0
94 House Brand 13.73 2.60 8.5 1.6
95 Zenden 13.65 3.10 7.3 2.8
96 NEOPHARM 13.49 4.04 8.95 0.5
97 Mercury 13.25 2.25 6.75 3.8
98 Ocemag 13.00 2.00 7.5 2.5
99 Samberi 12.00 1.50 6.5 3.0
100 Doctor 11.63 3.43 6.7 1.5 Stoletov
16 TOP-10: Customer experience
№ Brand Total
1 Sportmaster 8.79
2 Rendezvous 8.50
3 Komus 8.29
4 Petrovich 8.25
5 Perekrestok 8.17
6 M.Video 8.13 7 DNS 8.13
8 36,6 8.00
9 OBI 7.94
10 Re-Store 7.86
17 TOP-10: Interaction with technology
№ Brand Total
1 Detsky Mir 13.50
2 Adidas 13.35
3 Chip & Dip 13.35
4 IKEA 13.20
5 Leroy Merlin 13.15
6 M.Video 12.75
7 Bookvoed 12.75
8 Komus 12.35
9 Vseinstrumenti.ru 12.35
10 Zara 12.25
18 TOP-10: Order receipt
№ Brand Total
1 Perekrestok 6.00
2 Chip & Dip 5.80
3 Vseinstrumenti.ru 5.60
4 Dochki-Sinochki 5.50
5 Re-Store 5.50
6 Globus 5.40
7 Adidas 5.30
8 LOVE REPUBLIC 5.10
9 Auchan 5.10
10 O’STIN 4.90
19 Rating by subcategory
20 Rating of companies by segment Apparel, footwear and accessories
Overall rating: TOP-10
№ Brand Overall Customer Interaction Order performance experience with technology receipt
1 Rendezvous 24.48 8.50 10.60 4.40
2 LOVE REPUBLIC 24.13 7.86 10.65 5.10
3 O’STIN 23.81 6.58 11.35 4.90
4 befree 22.64 6.29 11.35 4.00
5 H&M 21.44 6.42 11.40 2.60
6 Zara 21.11 4.86 12.25 3.00
7 Kari 21.06 5.21 11.60 3.80
8 Oysho 20.02 5.17 10.35 3.50
9 Snow 19.65 5.50 9.90 3.80 Queen 10 Massimo Dutti 19.60 4.60 10.50 3.50
21 TOP-10: Customer experience
№ Brand Total
1 Rendezvous 8.50
2 LOVE REPUBLIC 7.86
3 O’STIN 6.58
4 H&M 6.42
5 befree 6.29
6 Snow Queen 5.50 7 Kari 5.21
8 Oysho 5.17
9 Zara 4.86
10 SELA 4.64
22 TOP-10: Interaction with technology
№ Brand Total
1 Zara 12.25
2 Stradivarius 12.00
3 Kari 11.60
4 H&M 11.40
5 O’STIN 11.35
6 befree 11.35
7 LOVE REPUBLIC 10.65
8 Rendezvous 10.60
9 Massimo Dutti 10.50
10 Oysho 10.35
23 TOP-10: Order receipt
№ Brand Total
1 LOVE REPUBLIC 5.10
2 O’STIN 4.90
3 Rendezvous 4.40
4 befree 4.00
5 Gloria Jeans 4.00
6 Kari 3.80
7 Snow Queen 3.80
8 Mercury 3.80
9 Massimo Dutti 3.50
10 Oysho 3.50
24 Rating of companies by segment «Food companies»
Overall rating: TOP-10
№ Brand Overall Customer Interaction Order performance experience with technology receipt
1 Perekrestok 24.82 8.17 9.15 6.00
2 VkusVill 24.18 6.83 11.35 4.50
3 O`KEY 22.56 6.58 11.10 3.40
4 Metro 21.10 3.80 11.55 4.80
5 Azbuka Vkusa 20.48 6.08 9.90 3.00
6 Krasnoe & 20.45 6.70 11.75 1.50 Beloe 7 Globus 20.01 5.58 8.05 5.40
8 SPAR 18.96 4.21 9,00 4.80
9 Pyaterochka 18.75 4.50 9.50 3.30
10 Auchan 18.67 3.64 8.90 5.10
25 TOP-10: Customer experience
№ Brand Total
1 Perekrestok 8.17
2 VkusVill 6.83
3 Krasnoe & Beloe 6.70
4 O`KEY 6.58
5 Azbuka Vkusa 6.08
6 Globus 5.58 7 Slata 5.42
8 Pyaterochka 4.50
9 SPAR 4.21
10 METRO Cash&Carry 3.80
26 TOP-10: Interaction with technology
№ Brand Total
1 Krasnoe & Beloe 11.75
2 METRO Cash&Carry 11.55
3 Billa 11.40
4 VkusVill 11.35
5 O`KEY 11.10
6 Dixy 10.60
7 Carousel 10.25
8 Victoria 10.00
9 Azbuka Vkusa 9.90
10 Pyaterochka 9.50
27 TOP-10: Order receipt
№ Brand Total
1 Perekrestok 6.00
2 Globus 5.40
3 Auchan 5.10
4 Monetka 4.90
5 METRO Cash&Carry 4.80
6 SPAR 4.80
7 VkusVill 4.50
8 Dixy 4.10
9 Magnolia 3.60
10 O`KEY 3.40
28 Rating of companies by segment Home electronics and appliances
Overall rating: TOP-10
№ Brand Overall Customer Interaction Order performance experience with technology receipt
1 M.Video 26.88 8.13 12.75 4.00
2 Re-Store 26.11 7.86 11.25 5.50
3 DNS 25.80 8.13 11.05 4.60
4 Svyaznoy 23.30 5.50 11.55 4.80
5 Chip & Dip 21.88 1.78 13.35 5.80
6 220 Volts 20.90 5.57 9.95 3.90
7 Eldorado 19.54 5.19 7.6 4.80
8 MTS 19.38 2.75 10.5 4.60
9 Megafon 19.03 4.36 9.80 3.90
10 RBT.ru 18.25 5.50 8.25 3.00
29 TOP-10: Customer experience
№ Brand Total
1 M.Video 8.13
2 DNS 8.13
3 Re-Store 7.86
4 CITILINK 5.63
5 220 Volts 5.57
6 Svyaznoy 5.50 7 RBT.ru 5.50
8 Eldorado 5.19
9 Megafon 4.36
10 Beeline 3.90
30 TOP-10: Interaction with technology
№ Brand Total
1 Chip & Dip 13.35
2 M.Video 12.75
3 Svyaznoy 11.55
4 Re-Store 11.25
5 DNS 11.05
6 MTS 10.50
7 Beeline 10.35
8 220 Volts 9.95
9 Megafon 9.80
10 RBT.ru 8.25
31 TOP-10: Order receipt
№ Brand Total
1 Chip & Dip 5.80
2 Re-Store 5.50
3 Svyaznoy 4.80
4 Eldorado 4.80
5 DNS 4.60
6 MTS 4.60
7 M.Video 4.00
8 220 Volts 3.90
9 Megafon 3.90
10 RBT.ru 3.00
32 Rating of companies by segment «Pharmacies»
Overall rating: TOP-10
№ Brand Overall Customer Interaction Order performance experience with technology receipt
1 Rigla 23.63 7.86 11.65 3.60
2 Apteki Stolichki 22.46 7.08 11.00 3.40
3 Zhivika 21.28 6.50 10.15 3.60
4 Apteka ot 20.98 5.60 11.75 2.60 Sklada 5 Farmland 20.06 6.86 9.45 2.80
6 Aprilmoscow.ru 19.99 6.47 8.90 3.60
7 36,6 19.93 8.00 9.60 1.30
8 Bud Zdorov 18.95 5.50 8.95 4.00
9 Apteka 18.23 6.43 8.80 2.00 Minitsen 10 Monastyrev. 18.18 6.43 9.50 1.30 rf
33 TOP-10: Customer experience
№ Brand Total
1 36,6 8.00
2 Rigla 7.86
3 Apteki Stolichki 7.08
4 Farmland 6.86
5 Zhivika 6.50
6 Aprilmoscow.ru 6.47 7 Apteka Minitsen 6.43
8 Monastyrev.rf 6.43
9 Apteka ot Sklada 5.60
10 Bud Zdorov 5.50
34 TOP-10: Interaction with technology
№ Brand Total
1 Apteka ot Sklada 11.75
2 Rigla 11.65
3 Apteki Stolichki 11.00
4 Zdorov.ru 10.40
5 Zhivika 10.15
6 36,6 9.60
7 Monastyrev.rf 9.50
8 Farmland 9.45
9 Bud Zdorov 8.95
10 NEOPHARM 8.95
35 TOP-10: Order receipt
№ Brand Total
1 Bud Zdorov 4.00
2 Rigla 3.60
3 Zhivika 3.60
4 Aprilmoscow.ru 3.60
5 Apteki Stolichki 3.40
6 Farmland 2.80
7 Apteka ot Sklada 2.60
8 Zdorov.ru 2.30
9 Apteka Minitsen 2.00
10 Doctor Stoletov 1.50
36 Rating of companies by segment «Homeware and DIY»
Overall rating: TOP-10
№ Brand Overall Customer Interaction Order performance experience with technology receipt
1 Vseinstrumenti 26.48 6.50 12.35 5.60 .ru 2 Petrovich 26.13 8.25 11.50 4.40
3 OBI 24.29 7.94 11.85 3.50
4 Leroy Merlin 24.20 5.93 13.15 3.60
5 IKEA 23.45 3.75 13.20 4.50
6 19.78 5.18 11.10 1.50
7 Castorama 17.70 4.25 8.70 3.30
8 Baucenter 16.78 5.00 7.90 2.90
9 Maxidom 15.67 3.69 8.10 2.40
10 Askona 15.53 3.83 8.20 2.00
37 TOP-10: Customer experience
№ Brand Total
1 Petrovich 8.25
2 OBI 7.94
3 Vseinstrumenti.ru 6.50
4 Leroy Merlin 5.93
5 5.18
6 Baucenter 5.00 7 Castorama 4.25
8 Askona 3.83
9 IKEA 3.75
10 Maxidom 3.69
38 TOP-10: Interaction with technology
№ Brand Total
1 IKEA 13.20
2 Leroy Merlin 13.15
3 Vseinstrumenti.ru 12.35
4 OBI 11.85
5 Petrovich 11.50
6 11.10
7 Castorama 8.70
8 Askona 8.20
9 Maxidom 8.10
10 Baucenter 7.90
39 TOP-10: Order receipt
№ Brand Total
1 Vseinstrumenti.ru 5.60
2 IKEA 4.50
3 Petrovich 4.40
4 Leroy Merlin 3.60
5 OBI 3.50
6 Castorama 3.30
7 Baucenter 2.90
8 Maxidom 2.40
9 Askona 2.00
10 1.50
40 Rating of companies by segment «Cosmetics, perfumes»
Overall rating
№ Brand Overall Customer Interaction Order performance experience with technology receipt
1 Ile de Beaute 23.71 7.36 10.60 4.80
2 L'etoile 22.25 7.00 11.75 2.50
3 Rive Gauche 20.30 3.43 12.00 3.90
4 Rainbow Smile 19.46 4.86 10.35 3.80
41 TOP: Customer experience
№ Brand Total
1 Rive Gauche 7.36
2 L'etoile 7.00
3 Rainbow Smile 4.86
4 Rive Gauche 3.43
TOP: Interaction with technology
№ Brand Total
1 Rive Gauche 12.00
2 L'etoile 11.75
3 Rive Gauche 10.60
4 Rainbow Smile 10.35
TOP: Order receipt
№ Brand Total
1 Ile de Beaute 4.80
2 Rive Gauche 3.90
3 Rainbow Smile 3.80
4 L'etoile 2.50
42 Rating of companies by segment «Sporting goods »
Overall rating
№ Brand Overall Customer Interaction Order performance experience with technology receipt
1 Adidas 26.68 6.58 13.35 5.30
2 Sportmaster 26.17 8.79 11.75 4.10
3 Reebok 20.81 7.71 8.35 3.80
4 Decathlon 19.65 6.25 9.40 3.00
43 TOP. Customer experience
№ Brand Total
1 Sportmaster 8.79
2 Reebok 7.71
3 Adidas 6.58
4 Decathlon 6.25
TOP. Interaction with technology
№ Brand Total
1 Adidas 13.35
2 Sportmaster 11.75
3 Decathlon 9.40
4 Reebok 8.35
TOP: Order receipt
№ Brand Total
1 Adidas 5.30
2 Sportmaster 4.10
3 Reebok 3.80
4 Decathlon 3.00
44 Rating of companies by segment «Children’s goods »
Overall rating
№ Brand Overall Customer Interaction Order performance experience with technology receipt
1 Dochki-Sinochki 24.75 6.25 12.00 5.50
2 Detsky Mir 23.90 4.65 13.50 3.80
3 Korablik 23.59 7.21 11.75 4.10
4 Mothercare 17.10 3.70 8.65 3.80
45 Customer experience
№ Brand Total
1 Korablik 7.21
2 Dochki-Sinochki 6.25
3 Detsky Mir 4.65
4 Mothercare 3.70
Interaction with technology
№ Brand Total
1 Detsky Mir 13.50
2 Dochki-Sinochki 12.00
3 Korablik 11.75
4 Mothercare 8.65
Order receipt
№ Brand Total
1 Dochki-Sinochki 5.50
2 Korablik 4.10
3 Detsky Mir 3.80
4 Mothercare 3.80
46 Rating of companies by segment «General stores »
Overall rating
№ Brand Overall Customer Interaction Order performance experience with technology receipt
1 Sima Land 23.14 5.29 11.35 4.50
2 TSUM 20.11 7.56 7.80 3.30
3 Fixprice 18.73 2.40 11.45 3.40
4 GUM 14.18 3.75 7.30 2.60
47 Customer experience
№ Brand Total
1 TSUM 7.56
2 Sima Land 5.29
3 GUM 3.75
4 Fixprice 2.40
Interaction with technology
№ Brand Total
1 Fixprice 11.45
2 Sima Land 11.35
3 TSUM 7.80
4 GUM 7.30
Order receipt
№ Brand Total
1 Sima Land 4.50
2 Fixprice 3.40
3 TSUM 3.30
4 GUM 2.60
48 Methodology
49 Research methodology
Rating participants The rating includes the largest Russian retailers engaged in online and o ine retail sales of tangible goods. A detailed list of criteria for participation in the rating is presented under Participation criteria below.
Overall score The overall rating is defined as the total of all metrics. Each metric is scored on a two-point scale (from 0 to 2, with an accuracy of 0.1). All metrics have equal weight (are equally important) in the overall score.
Objective and subjective assessment factors The rating authors did their utmost to ensure that each measurement remains as objective as possible by re-checking the results, dismissing inconsistent indicators and using other control methods. However, the very title of the rating includes the definition "through the eyes of the buyer", implying a certain amount of subjectivity: customer experience may vary from individual to individual.
Participation criteria The rating included companies that match the requirements listed below
1. The largest retailers in the Russian Federation by total of their sales channels, i.e. either o ine or turnover in 2019 with well established o ine and online online, was obviously well established at sales. The turnover of online retailers was assessed the time of the research and rating based on the data in open sources; preparation (up to October 2020).
2. Pure online players were not included as the 5. The rating does not include companies omni-channel criteria were not applicable to them, that use or have recently used sales via even though these retailers have developed networks distributors as a basic sales model (e.g., of pick-up points that are not independent stores (e.g., Oriflame); Ozon.ru); 6. The public rating includes 100 companies 3. The rating does not include players whose online that ranked the highest. However, more solutions provide no option for online order companies matching the participants placement (e.g., o ine chains, sites and applications criteria above were researched in the that are merely informational); course of the study.
4. The rating did not include major o ine and online players (Ozon.ru, Lamoda, Magnit, etc.) since only one
50 Sources of data and estimates
1. Online stores' data on delivery options and times, 3. Data obtained using the "mystery buyer" method: number and types of ODPs, product descriptions and information on loyalty program features, coherence online sales volumes. Data was obtained from the of online and o ine shopping, speed and quality of websites and applications of online stores. Ocial processing customer feedback; information;
2. AWG and Data Insight estimates based on 4. Data on mobile app ratings and number of accumulated data and/or data obtained using downloads, downtime and web performance of the proprietary technology solutions; participants' sites derived from third-party services.
The "mystery buyer" method was applied by conducting test orders o ine and online, as well as obtaining and evaluating information from store employees. High-demand products with standard delivery methods and terms were selected for test orders (oversized goods were not considered).
In order to ensure the confidentiality of interaction with market participants, the companies could not disclose their data sources in some cases.
General principles
1. The rating includes scores as at the date of its publication based on the best combination of methods and data available at that time; AWG and Data Insight have made every reasonable e ort to ensure that the rating is as accurate as possible and that each participant's score is coherent;
2. However, restrictions that are due to the limited transparency of the researched market and di erences between the participants' business models prevent us from guaranteeing its absolute completeness and accuracy and AWG and Data Insight cannot be held responsible for any adverse consequences associated with any company's inclusion in or exclusion from the rating or with the discrepancy between the scores presented in the rating and actual data;
3. After the rating has been published on Datainsight.ru, its participants, ranking order and quantitative data that may a ect the ranking order cannot be edited, regardless of any new information received;
4. In their future studies, AWG and Data Insight may publish scores that digress from the rating data on the same participants, which may be due to di erences in the methods and definitions used in such future studies or to new data obtained during the time between the publication of this rating and any such future studies.
51 Omni-channel performance rating metrics
Indicators (metrics) Details
I. Customer experience
1. Is there a single loyalty program? If the customer placed an order o ine, will they earn points online and vice versa? 2. What actions can be performed within How can you earn or use bonus points, use benefits (including discounts)? the loyalty program and how? 3. How can the customer access the loyalty program Via the website/call center (CC)/mobile app? information? 4. Where are new members enrolled into In the brick-and-mortar store/via the website/in the mall/in the mobile app a loyalty program? 5. Assessment of interaction with store employees Interaction with o ine shop assistants and/or call center sta (in a chat box): the quality and completeness of employee responses, waiting time 6. Is there a single online shopping cart? Can a customer start making an order on the website and finish in the mobile app and vice-versa (checked via single shopping cart)? 7. Where is the information about an order made For example, if the customer placed an order o ine, is this information o ine/via a call center (CC)/in the mobile accessible via the call center/website/mobile app, etc.? app/website displayed? What changes can be made to the order? 8. How is the product information displayed online? What information is shown on the product card?
II. Interaction with technology
9. Website loading performance Three metrics are analyzed: the main content loading time (LCP), time before the user can interact with the loaded site (TTI) and page layout shift (CLS) (these are the key indicators of loading performance, according to GooglePageSpeed Insights) 10. Order path Loading speed of the main pages of the online store (Home, Catalog, Product search, Product card, Shopping cart) 11. Security Web of Trust safety rating of the website
12. Site resilience The percentage of uninterrupted work time (without down time)
13. Site performance under load How does the increased number of visitors a ect the site loading speed?
14. Mobile functionality Characterizes the scope of the store's mobile app functions (catalog of goods, order placement, option of placing an order at the nearest store, etc.) 15. Mobile apps. Ratings and popularity of mobile apps based on data from iStore and Google Play 16. Social media engagement What social media does the store use?
III. Order receipt
17. Delivery time Standard delivery to Russian cities: Moscow, Saint Petersburg, Samara, Novosibirsk. If the store does not deliver to one of these cities, it is replaced with a peer (e.g., Samara would be replaced with a 1mn+ city in the European part of Russia). Data was recorded according to the shop representatives or as displayed on the shop's website.
18. Delivery intervals Standard delivery intervals, also for four major cities. Data was recorded according to the shop representatives or as displayed on the shop's website. 19. Option to track orders Is it possible to track the order status on the website and in the mobile app? 20. Delivery options Variability of delivery methods: to the doorstep, order delivery point (ODP), postal ATM, own store
IV. Finance
21. Financial indicators Calculated based on online sales volume and dynamics in H1 2020 vs. H1 2019 53 About the companies behind the rating
54 AWG
Development and implementation of complex projects for large businesses
AWG is a digital integrator specializing in digital transformation projects and building omni-channel solutions for large retail, financial, and insurance clients. We provide IT services that are guaranteed to improve key performance indicators and take your business to a new level.
18 200+ 2011 А+ 100+ clients included experts founded in Ruward completed in the RBC 100 in Moscow certificate projects and regions
Достижения
Resident #1 ranking A + developer Member of The Russian of Skolkovo Runet Award Ruward Association for Electronic IM Development Communications in Bitrix Framework
Gold partner Winner of the Course authors Partner of Bitrix Big Turnover Award Skillbox Yandex.Cloud
+7 495 278-07-08 [email protected] Moscow, Serpukhovsky Dvor Business Center 2nd Roshchinsky Proezd, 8, oce 1105
55 Data Insight
Data Insight is the first analytics company in Russia specializing in research and consulting in the area of e-commerce and digital markets.
Since 2016, Data Insight has published its annual top100.datainsight.ru ranking of the largest Russian online stores and awarded national e-commerce leaders at Top100 Party.
We work with companies representing various components of the industry: stores, marketplaces, logistic service providers and payment tools.
Our public industry studies can be found at https://www.datainsight.ru/public
Data Insight Partners
Contact us: datainsight.ru [email protected] +7 (495) 540 59 06
56 We o er all companies participating in the rating to conduct in-depth diagnostics and an audit in order to improve performance and take their business to a new level. Cont: [email protected].