CALL TO ACTION PART 3 - RUSSIA

Intimoda shares the results of the third part of our survey: the first part was carried out as soon as the quarantine was introduced in the spring of 2020, the second part - after it was officially lifted for retailers. The last part of the study, which was conducted in the fall of 2020, brought together the comments, feelings and hopes of 80 lingerie store owners located in various parts of the Russian Federation, who, despite all the difficulties they had to face during 2020, still remain positive and are showing enthusiasm in solving their problems. Through creativity, retailers have been able to support their businesses and their customers. We invite you to learn how this situation has affected multi-brand lingerie boutiques in Russia and how they view their work perspectives for this new year.

FACING THE NEW REALITY
The epidemiological situation differed throughout Russia according to the regions; therefore, both the precautionary measures and the closure of stores took place in different ways. In some areas shops remained closed for three months or more, in the other cities after several weeks they were able to open, taking into consideration new sanitary standards. But despite the fluctuations in the pandemic, store owners have been very active in looking for new strategies to keep their business running. Figures tell us that 66% of them continued business as usual; 33% had to limit their activities, and only 1% have temporarily suspended business. On a positive note, none of the stores reported that they would be shutting down permanently, although some chain stores have had to cut some of their selling points.

INCREASING DIGITAL PRESENCE

Undoubtedly, the main changes in work activities affected the growth of the use of digital technologies. Unsurprisingly, the vast majority of stores in our survey panel, an impressive 83%, said they have increased their digital presence over the past year.

E-SHOPS OR NOT
Retailers asked themselves a similar question when they faced the first lockdown. Many were not ready for a new type of activity and had doubts, but there was little time for reflection, they had to act. While 60% of stores had already opened an e-store before the outbreak of the pandemic, 9% said they did it recently, and 24% are still working on it. Of course, opening an e-store is not a quick process and requires investments, both financial and physical if we consider that during the lockdown it was not even possible to carry out a photo shooting of the collections inside the store. Those store owners who already had their own e-commerce noted that past investments and long promotions were finally justified and fully paid off all their efforts.

USING THE DATABASE
   
The customer database is a fundamental sales tool. By using it, you can forecast work activities, as well as improve client relations. At first glance, the customer base is where the contact information of regular customers is stored. But, in essence, this is the main potential for improving sales.

IN PERSON SAMPLING

The travelling restrictions have imposed adjustments to the traditional workflow between lingerie stores and their vendors. It is interesting here to notice that 31% of stores said they consider seeing the collections in person as essential; 29% think it is useful, 13% relatively useful but 27% feel it is optional.

In addition to dry numbers, it was important to find out why the physical presence is important. And the answers were almost unanimous, for 77% the main reason was the possibility to touch the products. Respondents also highlighted the social aspect of being present: 35% indicated that it was meaningful for them to meet with other people and share information, and 45% found it useful to strengthen the relation of trust with vendors. 39% of our survey participants also believe in-person presence is helpful when it comes to negotiating the business terms. As mutual cooperation and support are important both for retailers and brand representatives, despite the fact that for several months the physical presence was limited, brands did everything possible to ensure that store owners and buyers could easily and conveniently get to know the new collections online.

Hopefully, for Russia, as well as for the rest of the world, these difficult times will soon pass. 2021 should give us faith and hope for a bright future. It is indisputable that in response to all the difficulties we have become much stronger: stores, brands, and customers themselves. And such qualities as kindness, human support and responsiveness have started to gain increasing importance. A growing number of customers are looking to find positive emotions during their shopping, and one of the best places to find these are in lingerie boutiques with the highest service.