Audiomania # 1: A Brief Review of ecommerce Materials / Audio Mania Blog

We at Audiomania regularly prepare materials for Habr, GT and MM about our experience in the field of Russian ecommerce. Today we decided to start a bulletin digest cycle, which will collect the most interesting comments from the most popular materials on our topic.

1. Automation of warehouse processes of the online store

Problems:

• First you need to break down the general problem called “warehouse logistics” into smaller ones;
• Examples from our experience: too much dependence on decision-making by an employee and search for goods in a warehouse;
• It must be understood that an extensive increase in the number of storekeepers will not solve all the problems;
• Fast scalability is not possible without an increase in labor productivity and a product control system.

Solutions:

• A key element in automating warehouse processes is software that solves your problems;
• Developing your own solutions will require accounting for legacy warehouse terminal platforms;
• The race for savings can cost you problems with the ergonomics of custom solutions;
• Finished products are not always worth it due to obsolete operating systems;
• A seamless combination of device bundles is required.

Our experience:

• Retail customers are always a priority (if the retail space is adjacent to the warehouse);
• We collect orders only one day in advance (less urgent orders receive lower priority);
• The assembly priority is the higher, the closer the hour of arrival at the warehouse of transport companies;
• The warehouse manager can adjust priority if couriers are late.

2. The logic of the organization of the warehouse

• Storage usage can be regulated, but verification of labels and content will be required;
• The use of individual bags for goods is unprofitable if, for example, we are talking about inexpensive radio components;
• After labeling the box, the product does not always need to be shifted if there is a placement system;
• We introduced horizontal and vertical numbering for sections of the warehouse wall to which the boxes are attached;
• First, the place is scanned, then the goods (barcode on a box or tray, where there is always only one article);
• If we have established information exchange with the delivery service, then we generate and print the barcode of the transport company;
• Each action of each employee is recorded on video - the ability to conduct additional training.

3. What can Russian ecommerce learn from American

• In the USA, buyers want to save time; in Russia, they mainly “save” money;
• A huge number of non-core activities American ecommerce outsource;
• There are no “territorial” usability features; common decisions are at the heart of successful decisions in this area;
• American colleagues really need to learn how to work with video materials and mailing lists;
• The West does not pay attention to the price difference between goods online and offline - it is practically absent;

• In the West, the concepts of omnichannel and multichannel are historically divided;
• By multichannel we (Audiomania in particular) mean exactly the “omnichannel” format;
• Before buying anything, the user can study the product for a long time using a mobile device;
• Surprisingly little attention is paid by Western colleagues to the use of geoservices in e-commerce;
• You can take note of the commitment of Western colleagues to the ideology of adaptive design;

• In the US, do not hesitate to attract experts who are better versed in something than you;
• Representatives of the American ecommerce market do not do SEO in the usual sense;
• Already, it is worth paying more attention to developing your own services and your brand;
• Competition is not only competition at the lowest price;
• The ecommerce market in Russia is just starting to grow.

4. How to improve the quality of customer service if the necessary goods are not available

• There are very few companies on the Russian Internet market that write about the presence / absence of goods in stock (before ordering);
• If the product is discontinued and is no longer delivered to stores, you must honestly tell about it;
• On the “transition period" in parentheses to the updated name you can add the old designation;
• We need to offer alternatives (we at Audiomania recommend replacement products in different ways);
• Priority in demonstrating alternatives should, of course, be given to the desired brand or category;

• Price is not the main criterion in the search for a product (the main thing for the buyer is to solve the problem facing him;
• Strive to ensure that the price of an alternative product differs from the sought one within ± 10%;
• Use the subscription forms so that the user can receive an alert in case of receipt of goods at the warehouse;
• Offer customers pre-order goods, if you know exactly when it will arrive at the warehouse.

5. Success factors of an online store in RuNet

• Making potential customers know about the new online store is no easier than offline;
• An online store is not a separate type of business, therefore, traditional expenses for retail will be required;
• You always need to work with your audience - both before the purchase, and during, and after;
• It happens that regular customers win, and the store’s audience growth rate is maintained;
• In most online stores there is no training information on the product - there is no additional value;

• Online stores blindly copy Western ideas and solutions that do not always work without adaptation;
• People in ecommerce are exactly the same as offline and obey the usual marketing laws;
• The slogan "the client is always right" should be expressed in the work of the company every day;
• In Audiomania, almost all tools are created internally;
• It must be understood that Russian Post works as best as it can.

PS Other materials on the topic of audio, reviews and useful tips - in our blog " World of Hi-Fi ."