Selling cheap sneakers as a business. Where and how to sell shoes: practical recommendations and effective methods

Online sales of various products are becoming more and more popular. The assortment offered by various online stores and sites with ads is very wide: there are clothes, shoes, including orthopedic shoes for children and adults, accessories, household appliances, furniture and much more. That is why selling any goods, such as shoes, via the Internet can become quite a profitable business.

How to sell shoes online

Shoes belong to the category of goods, the demand for which always remains high, regardless of the season. There are two ways to achieve a stable income from the sale of shoes using the Internet:

• create your own online store;
• sell shoes through ads on special sites.

We sell shoes

In both cases, to sell shoes online, you will need:

• Define range. You can limit yourself to some narrow specialization (for example, sell only children's or only women's shoes) or expand the range and include all categories of shoes (men's, women's, children's; summer, winter, etc.).
• Find good wholesale suppliers and purchase the first batch of goods. Without timely deliveries at an affordable price, the sale of shoes cannot be established.
• Create a product portfolio. Successful sales require high-quality photographs that clearly illustrate each shoe model from different angles, since most people will prefer to refuse a purchase without fully viewing the product.
• Product description. In order for the shoes to sell well, you need a detailed description of it (manufacturer, materials, heel height, etc.).
• Warehouse space. If large volumes of sales are planned, then you should find a room in advance where the shoes will be stored (the warehouse must be dry so that the shoes and packaging do not lose their presentation).
• Delivery of goods. Regardless of how the shoes will be sold - through an online store or through ads, you will need to organize the delivery of goods.
• Determine the method of payment (cash and non-cash payment).

When planning to sell shoes via the Internet, it is worth deciding in advance how to organize their fitting. If it will be carried out on the territory of the buyer, then it is better to refuse the full prepayment of the goods. If on the territory of the seller, then a special room will be required (it must contain a chair or ottoman and a mirror).

Before you draw up a business plan for selling shoes, you need to decide which manufacturer's products and in what price segment to deal with. It is better to start trading with inexpensive universal models covering a large target audience. Over time, you can diversify the lineup according to modern trends. With the growth in shoe sales over the Internet, it would be a big advantage to create your own website.

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Relevance

The relevance of this business idea lies in the fact that shoes are one of the essentials. According to studies, in Russia, the monthly cost of one family (out of 3 people) for shoes is on average 3,000 rubles.

The change of seasons forces consumers to regularly change winter boots for spring sneakers and summer shoes. As for children, their foot grows very fast, forcing parents to make purchases every season.

Description and analysis of the market

The shoe market can be described as follows:

1. The peak of sales is observed in the autumn-spring months.
2. Since 2016, the footwear market has been trending towards an increase in sales volumes. This is due to the improvement in the well-being of the population and the reduction in the cost of goods.
3. In 2017, sales increased by 17%. This is partly due to the coverage of needs for the crisis period of 2014-2016.
4. According to research, every adult buys at least 2 pairs of shoes every year. On average, purchases are made every one and a half months.
5. Due to the change in the dollar exchange rate, the cost of some imported products increased by 30%. This led to a reduction in consumers of expensive shoe boutiques by 25%.
6. Since 2017, Russia has seen an increase in demand for domestic footwear with a 10% increase in sales. It is predicted that within 2 years, the share of Russian and imported shoes as a percentage will look like this: 35 versus 65%. At the same time, there is a reorientation towards universal types of products.
7. 70% of purchases are made by women aged 18-50.
8. During the crisis, the departure of small shoe businessmen was noted with the capture of a niche by large networks.
9. According to BusinessStat forecasts, from 2020 to 2022, sales volumes will increase annually by 1.8-3%. By 2022, the number of pairs sold will be 679.8 million.

The largest footwear manufacturers are as follows:

• Technoavia;
• Ralph Ringer;
• Egorievsk-shoes;
• Unichel;
• Bris-Bosphorus;
• Yaroslavl plant RTI.

The target audience

When opening a store, it is more profitable to focus on the following consumers:

• women aged 20-50;
• mothers of children under 7 years old (active leg growth);
• teenagers from 14 to 20 years old (gender does not matter).

Competitive advantages

The following are some of the competitive advantages when starting your own business:

• 3-5% discount for the second pair;
• a gift with the purchase of 3 pairs of winter boots for the whole family (for example, an electric dryer);
• cumulative points system;
• additional discount or gift on holidays;
• the opportunity to order a fitting of 3 pairs of shoes with a visit to your home or office;
• free shipping by courier or carrier when buying online.

Advertising campaign

• printed materials - brochures and business cards;
• banners in crowded places;
• a catalog of goods sent to the offices of large companies;
• advertising on radio and television;
• developing your own website;
• Internet Marketing.

The following advertising methods should be used as Internet marketing:

• contextual advertising;
• paid clicks;
• accounts in popular social networks;
• cooperation with bloggers;
• own channel on Youtube.

Types and range

A shoe store can be presented exclusively via the Internet or as an offline project. Stores differ in content - it can be an emphasis on one type of product, or on several.

Basically the range looks like this:

• sport shoes;
• male;
• female;
• children's;
• mixed;
• classical.

There are the following modern models:

• sleepers;
• birkenstocks;
• shoes;
• mules;
• oxfords;
• brogues;
• espadrilles;
• monks;
• loafers;
• top siders;
• ankle boots;
• boots;
• sneakers;
• sneakers.

According to the material of manufacture, shoes are divided into:

• leather;
• rubber;
• felted;
• textile;
• synthetic.

Internet shop

Step-by-step instructions for opening an online store look like this:

1. Domain selection. You need to come up with a name for the online store that will be displayed in the search engine. It should be memorable and consistent with the business idea.
2. Website development. An entrepreneur can develop it independently or with the involvement of specialists. The main requirement for the site is ease of use and regular optimization. Both the owner and the employee can fill it with information and accept online orders. In the latter case, you will need to pay a salary, which will consist of a salary and a percentage of sales.
3. Design of an online store. It is important to make sure that the photos of the goods being sold and the general background are in harmony. All sections must be filled in as much as possible (registration certificate number, contact numbers). It is advisable to indicate the size grid and describe the materials from which the products are made.
4. Contract with suppliers. You can find shoe manufacturers via the Internet and conclude an agreement with them. By agreement, the seller is provided with a discount and high-quality studio photographs. The second option is the sale of foreign shoes. It can be China or England (the most popular destinations).
5. Solving issues with payment and delivery. There can be a lot of options. In order to protect the seller and the client, you can use the Internet integration service. In this case, the client transfers money to an account, for example, New mail, which sends it to the supplier after the customer receives the goods.
6. Marketing and promotion. Your own website must be advertised, just like an offline business. It is better to use digital marketing, i.e., available types of advertising via the Internet.

The main costs that an online business entrepreneur will face include:

• website development (500-1000 USD);
• payment to the site administrator (10,000-25,000 rubles);
• advertising (from 5000 rubles).

A business can be registered as an individual entrepreneur or LLC.

Overview of ways to promote a shoe online store. Taken from the gkhtopograph channel.

Offline business

This type of store organization is more expensive. You will need to invest your own funds or resort to outside help. The main thing is to prepare a high-quality business plan for the sale of shoes with financial calculations. This will help attract investors. You can conclude an agreement with the franchisor, which is important for large cities.

Step-by-step instructions for opening a shoe store

After drawing up an estimate and approving a business plan, opening a store from scratch includes the following steps:

1. Registration.
2. Room rental.
3. Redecorating.
4. Purchase of furniture and appliances.
5. Purchase of shoes.
6. Hiring.

Studying the reviews of successful entrepreneurs in this area, we can draw the following conclusions:

• promotional activities need to start in advance - before you open the store itself;
• shoe racks can be purchased second-hand.

The documents

The implementation of a business idea includes the following organizational issues:

1. To register as an individual entrepreneur, you will need to provide a passport to the Unified Registration Center and fill out an application. It is preferable if the store is not online. In this case, you will need the Charter. Registration can begin online.
2. After receiving a certificate of state registration, you will need to register with the Tax Service.
3. If there is a room, it is important to contact the fire department, which will issue a conclusion that allows you to work.

Room and design

The choice of premises should be influenced by the size of the starting capital:

• if you plan to launch a large project, it is better to rent a room in a shopping and entertainment complex;
• a small store can be located in the central part of the city or a residential area.

The main thing is cross-country ability and convenient access.

It is better to have a shoe store near:

• metro stations or stops;
• large stores (supermarkets);
• retail space;
• railway station.

The area of ​​the trading floor should be 30-40 m2. Renting such a room will cost from 15,000 to 25,000 (in the city center).

The design of the premises should correspond to the offered goods. For a shoe store, it is enough to make cosmetic repairs (about 15,000).

Equipment and inventory

Equipment you will need to open a store:

• shoe racks;
• ottomans for sitting;
• carpets for fitting;
• spoons for shoes;
• mirrors;
• table and chairs for staff;
• cash register.

Shoe racks Ottoman for visitors Fitting mat Mirror for trying on shoes

You can install an additional rack for the sale of related products:

• shoe care products;
• socks.

The approximate cost of a complete set of new inventory will be 170,000 rubles.

Staff

The number of personnel, requirements for the candidate and his duties are given in the table:

Thus, the salary fund per month will be 130,000 rubles.

Financial plan

The calculations were made for a shoe store located near the center in Moscow and include:

• the cost of opening a store;
• regular expenses;
• income.

How much does it cost to open a shoe store?

The cost of opening a shoe store is presented in the table:

Thus, the initial investment will amount to 655,000 rubles.

Recurring costs

The list of regular costs is presented in the table:

Income

On average, 15 pairs of shoes with a cost of 500 rubles are sold per day. The margin can be up to 300% (let's say it is 100%). Thus, the monthly income is 450,000 rubles. Net profit - 60,000 rubles.

Calendar plan

The calendar business plan for selling shoes looks like this:

Thus, it will take 7 months to organize a business.

Risks and payback

Among the risks are the following:

• theft among sellers;
• a significant increase in the cost of goods;
• irrelevance of models in style or their inconsistency with fashion;
• business seasonality;
• competitive fight.

The business will pay off in about 10-11 months.

One of the most sought-after types of goods - shoes, can bring significant income. At the same time, unlike everyday shoe models, sneakers are presented on the market much more modestly, which will allow a novice entrepreneur not to be afraid of competition. According to this industry, the wholesale of sneakers is the most profitable industry, allowing you to achieve maximum profitability.

How to open a sneaker wholesale business: the initial stages

Sports shoes belong to the category of highly specialized products that require a preliminary study of the selected market sector. Modern sneakers are a wide variety of types and models with different purposes. In addition to sneakers designed for outdoor activities, running and other sports, there are versatile models suitable for daily movement around the city. It is these models that are most in demand and popular, especially among the youth of large cities. Before you start the wholesale sale of sneakers, you should calculate the ratio of demand for each type of sports shoes for the most accurate purchase of goods. It is also important to analyze the level of competition in the chosen industry in your city and region.

The main features of the wholesale sale of footwear of various classes are as follows:

• large volumes of sales of goods;
• low cost assortment;
• fast turnover of goods;
• the main category of customers is entrepreneurs and organizations engaged in retail trade in goods of the selected group.

For the greatest success, it is worth including in the assortment the maximum number of types of sneakers, their models and styles. It is advisable to focus on the most relevant and sought-after brands of shoes, offering customers both budget options and elite models.

The business plan of the future wholesale trade company will be the basis of the new enterprise. It needs to calculate the initial investment in the business, providing for which varieties and models will become the main ones in the assortment, as well as what financial investments will be needed at the very beginning and in the future.

As a rule, the main expenses calculated in the business plan will be as follows:

• registration of the enterprise in the tax office;
• purchase of goods;
• the cost of renting premises - for a store, if wholesale sales will be carried out in a store, and a warehouse for storing goods;
• employee salaries;
• advertising campaign costs.

In each case, the business plan will be significantly different. When planning future activities, it is important to take into account such a factor as seasonality: despite the fact that sneakers belong to the least seasonal type of footwear, nevertheless, in summer and winter, the demand for this kind of product decreases, which means that purchase volumes may decrease. To avoid such a risk, wholesale buyers should be offered the most favorable terms of cooperation.

Based on the results of the prepared business plan and assessment of the current market situation, it is necessary to decide whether the activity will be of a large or medium scale, or whether small-scale wholesale trade should be preferred. In this regard, it should be determined whether it is worth opening a whole trade pavilion or whether it is better to choose wholesale via the Internet in the beginning.

A certain benefit will be provided by an online store for wholesale sales of sneakers, which will allow you to save a lot on start-up investments at the stage of starting a business. In particular, when starting an online business, there will be no additional costs for renting premises, paying for utilities, and hiring staff will be much cheaper, since only one or two employees are enough for an online store.

In addition, it will be important to save time spent on servicing the outlet. True, the selling Internet site must be functional and occupy a leading position in the search engine, which is achieved by special work to optimize the resource. In order for the site to work as efficiently as possible, its development and maintenance is entrusted to specialists.

Thus, if, according to the results of the calculations made in the business plan, it turns out that the initial investment is not enough to open a full-fledged store, it makes sense to start a business at home, managing the sales process via the Internet.

Stages of opening a business for wholesale sales of sneakers

The main stages of opening a business for the wholesale of sneakers will be the following:

• rent of premises for a warehouse and sale of goods, equipment of premises;
• search for suppliers and purchase of goods;
• hiring employees;
• registration of one of the existing organizational forms - IP or LLC.

Regardless of the format of the wholesale trade in sneakers, first of all, you will need to rent a warehouse to store purchased consignments of goods. The only option when you can refuse to rent a warehouse is to arrange direct deliveries from the manufacturer to the customer. However, for a start-up enterprise, an easier option would be to rent a small warehouse. In order for the company to be in demand for wholesale buyers, it is important to choose the widest possible assortment: both elite sports shoes and economy segment sneakers should be on sale. Having found suitable suppliers, the business founder must conclude formal agreements with them, which will protect against fraud and violation of the agreed terms of cooperation.

Employees who need to be hired must first of all know the range of products, the features of various brands, and also be proficient in sales techniques. The number of employees of the enterprise should depend on the format in which the trade will be carried out: if it is planned to open a wholesale store, there should be 1-2 sellers per shift, in addition, warehouse and delivery workers will be needed.

When conducting online sales, the staff may be smaller: the entrepreneur himself can do the main work, with the support of 1-2 specialists. Regardless of the chosen format for the wholesale trade in sneakers, be sure to contact the services of a professional webmaster who will develop the site, as well as fill it with relevant information and product illustrations.

The development of an enterprise is closely related to its advertising campaign: since the main focus will be on the owners of small and medium-sized retail stores, it is important to choose suitable advertising methods. So, effective contextual advertising on the Internet, posting information on thematic sites. Cold calls of enterprises in this industry also work well - as a rule, wholesale companies attract a large part of new partners precisely thanks to active offers of cooperation.

How to open a business: wholesale of sneakers. registration

When starting a wholesale sneaker business, you should find out in advance what taxation methods are available for wholesale in general. So, the law provides that in this case it is possible to draw up a simplified taxation system, or USNO, and UTII (payment of a single tax on income). Each of these taxation systems has its pros and cons, so before applying for registration, you should find out what these features are and choose the most advantageous form.

When submitting an application for registration of one of the possible organizational forms - an individual or a legal entity, it is necessary to determine the type of activity that will be official for the new enterprise and on the basis of which reports should be submitted and taxes paid. To do this, the OKVED code is indicated in the registration application - for wholesale trade, including footwear and sneakers in particular, it will be code 46 (Wholesale trade, except for the wholesale trade of motor vehicles and motorcycles).

When determining the most appropriate organizational form for a new enterprise, the scale of the enterprise should be taken into account. If wholesale trade is carried out in a small format or via the Internet, and small and medium-sized retail stores are the main partners, individual entrepreneurship will become a simpler and more profitable form. To promote the company to a serious market, which involves cooperation with large networks for the sale of sports shoes, it is better to form an LLC, which will allow you to take a worthy place in your industry.

Taking into account the difficulties and financial costs that await the founder of a business when creating an LLC, it is generally more rational to open a business from scratch for the wholesale of sneakers with the registration of an individual entrepreneur. In order to register an individual entrepreneur, it is necessary to fill out an application according to the form proposed by the Federal Tax Service, pay a state duty in the amount of 800 rubles and submit an application, copies of the passport, TIN and receipts for payment of the duty to the tax service. As a rule, no other documents and certificates are required. The term for consideration of the application and issuance of the IP certificate is no more than 5 working days.

Most sneaker buyers appreciate the quality of the product they buy, so retail stores and individual entrepreneurs selling shoes choose reliable wholesale suppliers who offer goods that meet all existing requirements. Therefore, before starting a business from scratch for the wholesale of sneakers, you should study the range, determine which brands and models will be the most popular and of high quality. Having selected suitable manufacturers, long-term contracts should be concluded with them, allowing purchases at the lowest cost.

May 12, 2017 Sergei

Many owners of shops and outlets often face the question of how to sell shoes. This product is quite a popular product among consumers. Therefore, you should carefully study all the subtleties of marketing different types of shoes.

Whether you're trying to sell a pair of smart shoes or practical sneakers, there are plenty of ways to maximize your profits. We present a few simple rules that will help you achieve the desired result. So how do you sell shoes?

Sales preparation

Selling shoes successfully requires a huge amount of work. After all, it is well-thought-out preparation that will help to make a successful sale of the existing product. But it is worth remembering that preparing for the sale of new and used shoes will differ in its complexity. First you need to decide where to sell shoes.

Features of the sale of new and used shoes

If you're selling a brand new pair of shoes, then they don't require cleaning or maintenance. The only point: if they have been stored in a warehouse or in a box for a long time, then it may be necessary to wipe off the accumulated dust.

If you are selling a used pair of shoes, there are several ways to quickly improve their appearance. Replacing the laces on a pair of sneakers is one of the best ways to charge a higher price. For patent leather shoes, you can purchase varnish of the appropriate shade and carefully apply it. This will help freshen up the look of the shoes. These little tricks will help you find the answer to the question of how to sell shoes.

Sale of shoes in the store

Understand your product better than your customer. The buyer will come to you for knowledge, experience and the best shoes. In this situation, you must be an expert. Don't just show the shoes, but help him learn something new about the product. What materials is it made from? In what season will it be fashionable? It will also give you a reason to offer the customer something else if the first pair doesn't suit their taste.

Find out who your customer is and what they are looking for

Over time, you will learn to recognize types of customers. You can immediately understand what a particular buyer wants to purchase. But do not rely only on your opinion, ask the client what exactly he wants to buy. Try to greet and greet every person who comes through your door. Take your time, give him a couple of minutes to evaluate the store, and then ask how you can help.

Ask the client to sit down to try on the shoes. While he is sitting, ask him which shoes he is interested in. This will help you determine the needs of the buyer.

Wide range of models

This point is best understood with one example. A potential customer has entered the store and wants to purchase a pair of closed-toe sandals. While he is trying on the shoes he likes, you can offer him a couple more options for similar models. After all, it is likely that in a hurry the client might not even notice them. In addition, it is possible that you did not have time to put this particular model on display. From this we can draw the following conclusion: before selling shoes in a store, you must master all the intricacies of your specialty and study the assortment of the store like the back of your hand. Otherwise, buyers will immediately realize that they are new to this business. Such simple rules are the answer to the question of how to sell shoes correctly.

Communication with the client is the key to success

Talk to the buyer, tell him about all the new products that are in your store. However, do not overdo it: the conversation should be easy and not cause discomfort. Try to talk about new trends in the world of shoe fashion, reveal all the advantages of the chosen model. If you know any reviews about this product, tell your new buyer about it. Let him know that other customers say they are "super comfortable" shoes, or that one pair tends to outshine the other, for example.

Nowadays, we are used to having all the information available, and clients are no exception. But theory is one thing, and you can demonstrate your knowledge to the buyer in practice. By providing them with all the information you can, you minimize the chances of a return. In turn, you guarantee that the client will receive exactly the product for which he came to your store.

Features of selling shoes online

Where can you sell shoes other than a regular store? Of course, on the Internet. Before opening a shoe distribution business through an online store, try to find a reliable distributor. Or you can sew shoes yourself - manual labor is much more valuable.

You will need a wide variety of models - in all sizes and in large quantities. This requires large financial investments. Therefore, if you do not have enough money, you can team up with another shoe seller and become true companions.

Opening an online store

Modern society keeps up with the times, so opening an online platform for selling shoes will not be a problem. You can even do it yourself. Otherwise, you can use the following portals:

• Craigslist, etc.

When putting up a product for sale, consider its detailed description. Nobody buys a pair of shoes that they don't know anything about. If the information is incomplete, the buyer may have doubts about the quality of the product.

How to sell shoes online

The biggest problem people face when shopping for shoes online is the lack of an opportunity to view the product. The presence of high-quality photographs can help in solving the problem. At the very least, a shot of both shoes side by side, front and back, as well as the upper and the sole is required. If there are any shortcomings, be sure to report them. Pictures must be taken from different angles.

What information should be included in the product description

If you are selling factory-made shoes, please indicate the original size, its international equivalents and the manufacturer. If the original size is not known, indicate the length of the insole inside. Describe the color, type (evening, casual, sports, etc.) and style (oxford, brogue, etc.) of the shoes as accurately as possible. List the materials from which the product is made and, if possible, describe the method of production. If the shoes are not new, indicate the shortcomings, if any, of course.

If the shoes have been used, be honest. When it comes to her condition, be as accurate as possible. A short essay "not new, gently used" may not be enough. Specify and be specific: "Worn twice, there is some wear on the treads, minor scratches on the heel, but the upper leather is in perfect condition." This gives the client a sense of comfort, and you show responsibility and honesty. Add photos of any flaws or wear. This can help avoid angry feedback from a buyer who thinks they have been scammed. The more complete your ad, the more attractive it will be to others.

Additional Information

Specify the appropriate shipping options and rates. If the products are sold at a reasonable cost, but the shipping rates are too high, your customers will find better options for purchasing the model they like. Offer shoppers multiple options, from super-fast shipping to something cheaper and not as fast. And make sure the shoes can get to them without any damage.

Here we have revealed the basic principles of successful business. Now you will not have a question about how to sell shoes.

Integrated Internet Presence Strategy. Basic methods and tools for effective Internet promotion. What you need to do to successfully start an online shoe store.

Successful selling of shoes via the Internet is based on three main pillars:

• Successful business model of your company reflected in the development strategy
• Integrated internet presence strategy (including advertising media mix)
• Convenient online store that is fully consistent with the business model and goals of your business

We will not touch on the first point in this article - successful business models for the sale of shoes (for example, Zappos or Sapato - a clone of Zappos in Russia) - this is a separate extensive topic for discussion. But we can cover the second and third points.

The article will be based on a study conducted this summer (2012) by the Completo Marketing Group, surveying 400 companies involved in the sale of footwear and clothing, including via the Internet. The surveyed companies trade offline and online, some are exclusively online stores.

According to the survey: "What is the role of an online store in the structure of your business?"

• Key (no business exists without an online store) - 60%
• Auxiliary (business exists without an online store) - 40%

It is important to note that even in the second item (supporting role), respondents noted that online sales significantly increase their share in the company's income every quarter.

Interesting survey data. Anyone is engaged in the development of the company's business on the Internet, except for specialized Internet marketing companies - SEO companies, ordinary marketers, non-core specialists in the state.

Separately, it should be noted that in 10% of companies no one is engaged in Internet marketing (and this is in 2012), and in 30% (!) a non-core specialist. 20% went to the SEO company - we will not comment on this fact (it is interesting that 70% of the budget goes to their services of "website promotion"). Here I would like to remind you once again that 80% of companies do not make a profit from investments in online advertising.

Integrated internet presence strategy (including advertising media mix)

To get online sales, a shoe store needs to go through 10 steps. The basis is the strategy on which other tools and techniques are based: analytics, advertising, mailings, reviews, SMM, usability, SEO, content, trading systems and user recommendations.

1. The first and most important component of success is an Internet presence strategy

If you do not have an Internet marketing strategy and this strategy is not integrated with your market mix in any way, all your initiatives are doomed to failure in advance. Why?

Judge for yourself - the goals and objectives of the online store, the goals and objectives of advertising campaigns, metrics and key performance indicators - all this is prescribed in a single strategy.

There is no strategy, which means you cannot properly design an online store and its structure, you cannot set goals for advertising campaigns and choose the right tools, and most importantly, you will not be able to evaluate their effectiveness in any way.

Interesting data we see from the survey. 20% of companies do not have a USP, 70% do not have an Internet presence strategy. As a result, 80% of companies do not make a profit from investments in online advertising.

Your online store (and business in general) is focused on:

• Mass market. Segmentation, as such, does not apply. There is no Unique Selling Proposition (USP). twenty%
• A certain niche, beyond which you do not plan to go. There is a Unique Selling Proposition (USP) for this niche. thirty%
• Massive but clearly segmented market. There is a Unique Selling Proposition (USP) for each segment. fifty%

Do you have a step-by-step strategy for the development of the company on the Internet for the next six months?

• Yes 30%
• No 70%

• No 30%
• Only pay back 50%
• Bring profit 20%

2. Web analytics

Web analytics systems by popularity:

• Liveinternet 62.8%
• Google Analytics 56.4%
• Yandex Metrica 64.4%
• Rambler TOP100 28.8%
• Openstat 2.8%
• No web analytics 2.8%

By what parameters do you evaluate the effectiveness and efficiency of a particular advertising campaign?

• return on investment (ROI) ratio 20%
• number of calls
• the number of applications from the site 20%
• number of sales 30%
• number of visitors
• number of completed target actions 20%
• positions in the top 10%

3. Advertising campaigns, email marketing and retargeting

The main marketing channels today are:

• Search marketing (organic search and contextual advertising)
• Display advertising
• Social media marketing
• Mobile Marketing
• Email marketing
• SMS Marketing

All of these channels should be used in line with your business goals and clearly spelled out in your online presence strategy. Naturally, the effectiveness of all campaigns must be measured.

95-98% of visitors leave your online store without making a purchase. Take them back and sell them! Retargeting allows you to show contextual and different formats only to those people who have done (or have not done) certain actions on your site. In its simplest form, when using retargeting, users see ads for a specific product on third-party sites (or your site) after they leave your online store without making a purchase.

Who is involved in the development of your company on the Internet?

• Search engine promotion company (SEO company) 20%
• Internet marketing agency 0%
• In-house internet marketer 15%
• In-house marketer 25%
• Non-core specialist in the state 30%
• Nobody 10%

What promotion channels do you spend your advertising budget on?

• Search engine promotion (SEO) 70%
• Contextual advertising 20%
• Social networks 20%
• Display advertising (banners) 10%
• Display advertising 10%

Is there a policy to motivate the client to repeat sales?

• Yes 90%
• No 10%

What is the share of repeat sales?

• up to 15% 20%
• from 15% to 30-40%
• from 30% more than 30%
• We don't know it 10%

4. Testimonials or word of mouth marketing

Word of mouth marketing is one of the most powerful sales channels today. Online stores that do not use the power of recommendations and reviews lose out significantly compared to those that help customers "spread the word".

Reviews and recommendations are external and internal. External ones are, for example, Yandex.Market, specialized forums and blogs, social recommendations, email recommendations. Internal - these are product reviews, ratings and recommendations for goods / services within your online store.

The only condition that must be observed when using word of mouth marketing on the Internet is that your products / services must be of high quality and you must not deceive your customers. If this is not the case, word that you are dishonest will spread within a few weeks and your business will end.

5. Social networks

It is important to understand that there are 3 global forms of using social networks:

1. the use of social networks (more precisely, their plug-ins for the site) to distribute reviews / information about products
2. support of the page of your store in social networks

The second option is already much more costly and “dangerous” in terms of reputational risks.

The third option is born from an internet marketing strategy and uses built-in social media advertising tools to promote information to your target audience.

A convenient online store that is fully consistent with your business model and your business goals

The normal average conversion of an online store is 4-10% - this is only 25% of the surveyed companies. 75% of companies have a conversion rate of less than 3% in an online store, which indicates its poor quality development and operation.

What is the conversion rate on the site? (People who came in who became real customers)

• Less than 1% 50%
• 1–3% 25%
• 4–7% 15%
• 8–10% 10%
• 10% or more

6. Structure and functionality of the online store

According to our research, online stores have 79.6%, and a website with a catalog of clothes and shoes, without the possibility of ordering 21.4%

• Cash is accepted by 97.6% of online stores
• Bank cards 32.8%
• Electronic money 26%
• Payment terminals 7.6%
• Cash on delivery 13.6%
• Postal transfer 10.8%

Only 21.2% of online clothing stores have pickup
Shipping costs:

• up to 150 rubles - 6.8%
• 150-200 - 18.4%
• 200-300 - 31.2 %
• 300–500 - 4.6%
• weight dependent 2.8%
• shareware 36.2%
• Forwarding to regions 68.8%
• 31.8% work daily
• Only on weekdays 21%
• Around the clock 3.2%
• Operating mode not specified 44%

It is immediately important to note the following: for several years (3 years exactly) it has been known exactly how to develop a convenient, conversion (money-making) online shoe store. I won’t be mistaken if I say that 80–85% of ideas and solutions for such online stores have long been tested, tested and successfully working.

In this article, we cannot dwell on how to make a selling online store. But the fact is that to make the functionality of an average, decently functioning online store selling shoes is a typical task.

The structure of an online store is a completely different matter. The site structure is a complete reflection of your business. The structure should be properly developed on the basis of marketing research and business modeling.

7. Semantic core

Developing a semantic core for an online store is not an easy task. It is necessary to take into account two factors - the product range of your business - on the one hand, and on the other hand, the queries that people ask search engines. The combination of these two sets (minus inefficient queries) gives a complete semantic core that describes your business.

Typically, the core for a full-fledged online store consists of several thousand (or tens of thousands of requests). In light of this fact, it's worth thinking hard when the next SEO company offers you a promotion for 20, 30, 40, or even 100 queries in the TOP 10.

The semantic core should not only be inscribed in the structure of the site, but it is also involved in search marketing (and contextual advertising, of course) - again, you should think about the effectiveness of contextual advertising for several queries (usually hundreds and thousands of ad groups are compiled for an online store) .

8. Filling the online store with information and support

All problems start here. When the site needs to be filled with content (text, photo, video) and maintained by regularly updating and interacting with customers. At this stage, most online stores die or work inefficiently.

A simple example from our study illustrating the scale of the disaster.

Enlarged view of photos, to view the quality of the fabric and product details, only 25.2% of sites

Here we do not touch on such issues as crazy SEO texts (they scare away not only search engines, but also visitors), the lack of clear descriptions for products, support for site visitors by an online consultant, displaying current prices, availability.

9. Connection of an online store with 1C and CRM / ERP systems

An online store, in principle, cannot exist without a connection with trade and accounting systems. And a modern online store must also be connected to a CRM system (or Retention CRM) in order to accurately calculate ROI, personalize the site for different segments of visitors (segmentation from CRM), make personalized email newsletters, and engage in retargeting.