A very successful year of FASHION HOUSE Online Shopping, the first online outlet centre in Russia
FASHION HOUSE Online Shopping is a key component of the FASHION HOUSE Group’s omnichannel strategy, aimed at modern customers.
During the first year since its official launch in April 2016, FASHION HOUSE Online Shopping has proved to be an excellent concept for tenants. Today the online outlet offers more than 20 top brands and the portfolio is constantly growing.
FASHION HOUSE Online Shopping has been noticing significant growths on business KPIs: conversion rate, number of orders and gross sales.
FASHION HOUSE Group, the leading player in the European outlet sector, focuses on bringing innovative solutions to the Russian market. It has opened FASHION HOUSE Outlet Centre Moscow (two phases), the first fully enclosed scheme of this type in Russia, and is now developing FASHION HOUSE Outlet Centre St Petersburg. With this development and the planned phase III in Moscow, all the Group’s investments in Russia will exceed the level of €200 million. In April 2016 FASHION HOUSE Group launched the first online outlet centre in the country, available for over 40 million customers in Central and Western Russia with guaranteed delivery within maximum 4 business days. The e-store is a key component of the Group’s omnichannel strategy, aimed at modern customers.
FASHION HOUSE Online Shopping (shop.fashionhouseoutlet.com) merges the benefits of brick and mortar outlet centres, like everyday discounts with comfortable shopping online. During the first 12 months since its official launch in April 2016, the e-store has already gained an appreciation from both customers and business partners. The online tenants offer more than 20 top brands, e.g. Trussardi, Brums (brand for children), Tom Tailor, Quiksilver and Meucci. The e-store portfolio is constantly growing.
What is crucial, FASHION HOUSE Online Shopping has been noticing significant growths on business KPIs. This ascending trend is clearly visible while comparing the 2nd measuring period of the e-store functioning (Dec 2016-Apr 2017) to the 1st measuring period (May-Nov 2016). In this comparison, monthly average conversion rate grew with 93%, monthly average number of orders with 130% and monthly average gross sales with 103%.
Thanks to our successful implementation of the omnichannel strategy, we have significantly widened a group of current and prospective customers. This is what our partners on the Russian market expect. Two supplemental models, FASHION HOUSE Outlet Centre Moscow and FASHION HOUSE Online Shopping, give them more options to increase sales and gain the best possible business results – said Brendon O’Reilly, Managing Director of FAHSION HOUSE Group.
FASHION HOUSE Online Shopping operates in flash sales model. It creates a time limited exclusive offer from tenant’s assortment on the e-store website. These products are automatically becoming limited goods – a must-have bargain for customers. The e-shop offers also some important additional options, making e-shopping very comfortable. Customers can decide whether to pay online or offline to the courier (cash-on-delivery selected by 75% people). They are also able to pick up items (ordered online) directly from FASHION HOUSE Outlet Centre Moscow. Moreover, FASHION HOUSE Group addressed an issue with online shopping in Russia that may prevent some people from using this option – lack of product trial. Customers can try their clothes before final transaction in front of the courier. 75% of them choose this convenient try-on opportunity.
We have spent a large part of 2016 working on multichannel attribution strategy that assigns different goals and values to multi-touchpoint customer journey. The next step is to connect this to customer lifetime values and individual marketing campaigns through back-end business intelligence in our own journey to acquire and retain the most valuable and loyal customers, regardless of the channel they choose to pursue – commented Piotr Kreft, Head of e-commerce at FASHION HOUSE Group.