Forum «Online & Offline Retail 2017»: results exceeded expectations! - Information portal

Forum «Online & Offline Retail 2017»: results exceeded expectations!

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15.06.2017 Количество просмотров 244 views

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The 4th International PLUS Forum “Online & Offline Retail 2017” organized by The PLUS and Retail & Loyalty Journals took place on April 18-19 in Moscow to discuss the current state and development prospects of the retail industry in Russia, the CIS and other countries.

The Forum held at Sokolniki Exhibition & Convention Centre brought together leading Russian and international experts in online and offline retail, owners, top managers and specialists of retail chains, food, non-food, DIY, fashion, HoReCa operators, online stores and banks from the Russian Federation and FSU countries, vendors of equipment and software solutions, representatives of regulators. 78 delegates made their presentations during the 2-day event attended by 1100+ delegates.

The Forum included 9 sessions and a number of special events:
• I. VIP Session. Retail 2017: business in modern realities. Successful cases. Opinions of top managers and strategists

• Session II. Offline retail chains: strategy and tactics of successful business development

• Session III. Technologies in retail. Investing in IT as a demand of today

• Session IV. Federal Law 54-FZ: From "clouds" onto the ground;
• MASTER CLASS. “A bird in the hand, or How possibility thinking transforms retail business around you”

• Session V. E-Commerce in the new economic reality. Survival strategy and tactics

• Session VI. Payment solutions and financial services for retail. A new spiral of development
• Session VII. Supply chain management, fullfilment and logistics. Basics of success

• VIII session. Loyalty programmes in modern retail: revaluation of values

• Round table. ATM in a store: what for? or Are there any development prospects for cash-acquiring?
• Session IX. Evolution of marketing. New level of customer relations.

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As it was the case last year, the overwhelming majority of the audience had been working at the Forum until the closing of the event in the evening on April 19. The level of questions addressed to the speakers and exhibitors demonstrated high competence and interest of the Forum delegates.

Alongside the conference, a representative annual exhibition of specialized business solutions, equipment and technologies from leading Russian and foreign companies was open both days of the event. 77 sponsors and partners who took part in the exhibition presented their successful projects and shared their plans for the near future.

A winning combination of the exposition and the conference at a large-scale platform of the metropolitan Sokolniki ECC allows the participants of the International PLUS-Forums to get familiar with the most advanced retail technologies and stay updated on the latest developments in the industry. They gain a rare opportunity to appraise at first hand the actual successfulness of each solution illustrated by the respective business cases of the organizations presented at the Forum, and learn how these innovations could be integrated in their business in the most effective way. A detailed report from the Forum exhibition will be offered to your attention in the very near future.

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The VIP session “Retail 2017: business in modern realities. Successful cases. Opinions of top managers and strategists” was moderated by Kirill Tokarev, Editor in Chief, RBC TV. Among those who took part in the discussion were Konstantin Nadezhdin, CEO, Familia, an off-price retail chain; Igor Gusev, CEO, La Redoutte, Eduard Ostrobrod, Vice-President, SELA corporation, Roman Rotblat, Head of “Budu mamoi” (I'll be a mom) Group, and Dmitry Selikhov, Business Development Manager, Alibaba.com (RU).
The session started with a discussion of the current situation in the Russian fashion retail. The opinions of the top managers differed. According to K. Nadezhdin, modern consumers started to dress simpler and became thriftier because of both financial constraints and changes in the supply structure. I. Gusev believes that people began to dress more stylishly, but not cheaper. He also disagreed with the opinion of R. Rotblat, who highlighted the increasing unpredictability in consumer behavior. I. Gusev said, on the contrary, the decreased number of meaningless purchases, such typical for the past, have simplified the forecasting of demand. The demand elasticity became colossal, he noted, and the retailer’s primary task is to maintain a balance between the margin and the interests of buyers. The market does not forgive mistakes today, he stressed.
Among the problems of retail, R. Rotblat named a high base rate which hinders retailers’ access to long-term loans. According to E. Ostrobrod, while nobody expects any improvements on the market until the year end, the corporation is energetically opening stores – “not because everything is all right, but because it will be more expensive later.”

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D. Selikhov, Development Manager, AliExpress, highlighted two interesting trends: promotion of goods by bloggers and increasing interest in promo campaigns as a result of rationalization of buyers' behavior. He also drew attention to the fact that social networks are underestimated as a channel for goods promotion.

The second session “Offline retail chains: successful business development strategy and tactics” (moderator - Oleg Braginsky, Founder of Troubleshooters’ School) began with a speech by Vitaly Panarin, Digital Marketing Director, MediaMarkt. He informed about the most effective tools for brand promotion, highlighting the importance of the Internet as a channel to communicate with the client and to arrange promo campaigns.


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Alexey Kirichek, Vice-President of VTB24, the Global Partner of the Forum, informed about the gradual leveling of the cash/non-cash ratio. While it looked like 70:30 not long ago, this year it reached a new level of 50: 50. This was due to the fact that people gradually get used to cashless payment instruments. According to A. Kirichek, we see an obvious trend such as a recovery from phobias, when people are no longer so concerned about security when using credit cards. Another important trend is the reduction in the number of the bank’s payment terminals, said the VTB24 VP. With the bank’s own ATM fleet steadily shrinking, the number of their POS terminals has exceeded 1 million devices.

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Installment cards form a new driver for sales growth, - says Mikhail Zhigunov, Product Director, Sovest (Conscience) project, Kiwi Bank. According to him, new financial categories can slow down the decline in consumer activity, while the reduction in cash turnover makes people more decisive in choosing a payment instrument. For Russian retail – for the stores participating in the Sovest project, to be more exact – the installment card boosted the traffic and ensured the average check growth. Electronic appliances as well as clothes and footwear account for 90% and 85% of all purchases paid by cards, respectively. The Sovest card payment volume is expected to reach RUB 350 billion by 2020.

The third session “Technologies and retail. Investments in IT as a demand of today” (moderated by Timur Aitov, member of the RF CCI Committee on Financial Markets and Credit Organizations) was started by Vladimir Komissarov, Commercial Director, DEAC. In his report he stated that banks will soon become the key supplier of buyers’ data to retailers. This is largely due to the fact that customers more often prefer bank card payments or make purchases using e-money, and all the information generated as a result is accumulated in the financial organizations.

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Andrey Orlov, Vice President for Infrastructure, Rive Gouche, spoke about the first impression after the mPOS deployment together with Dataphone. Long ago the retailer started to think about solving a difficult task - how to serve mass segment customers at a premium level? In 2016, an ideal option was finally found: the iOS-powered mPOS turned into an effective sales tool very quickly. As a result, the company managed to ensure a premium level of service in the premium zones for all customers.

Grigory Chetiy, Sales Director, IBS, presented to the audience his vision of the problems that retailers face when outsourcing their IT processes. Speaking about the fundamental rules of transfer of functions and project implementation, he focused on the timelines, calculation of costs and highlighted periods critical for the company's operation to be properly defined in SLA.

Denis Alekseev, Sales Director, BioLink Solutions, believes that automatic planning and work time logging allows you to save up to 31% of the payroll budget. Payroll budget reduction is achieved because actual working hours are only paid. The second advantage of biometric systems is the increase in revenue generated by the point of sale, since all employees are present at their workplaces.

The issue of biometric timekeeping was taken up in a joint presentation by Burger King CIO Sergey Ocheretin and Prosoft-Biometrics CEO Alexander Dremin. A. Dremin spoke about the benefits of palm vein pattern authentication technology and the functionality of BIOSMART PV-WTC terminal. S. Ocheretin noted that the effect from the introduction of the system is quite tangible despite the company had not achieved so far all target performance indicators mentioned by the previous speaker.

Svetlana Ivanova, Head of Corporate Services Department, LiveTex, and Alexey Salnikov, Head of Web-Operations and Data Processing, Eldorado Contact Center, Samara, presented a report titled “Pain and joy of contact centres in retail.” S.Ivanova referred to a recent research, which shows that customers more often prefer those companies that offer support in chats and messengers, and explained in detail how to avoid mistakes when adding non-voice channels to the contact centre facilities. In turn, A. Salnikov shared his experience of using chat in the Eldorado online store.

At the end of the third session Pavel Tikhonov, Нead of Product Development, MTT, spoke about the main trends in the interaction between retail and telecom, stressing that about 30% of sales require telephone communication to clarify the availability of goods and store hours. In addition to the basic ones, MTT’s solution has a number of additional functions, such as greeting customers by name, speech recognition for the search of goods in the store by stock number, intelligent call routing based on time and regions, as well as informing about promotion campaigns and mass sending out of personalized text messages.

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During the fourth session titled “Law 54-FZ: from the clouds onto the ground”, the speakers discussed the current issues of retailers’ migration to online fiscalization. Alexey Savich, CIO, Tervolina, shared their migration experience.

The speech of Nikolay Zhmurenko, Fiscal Data Director, OFD.ru, aroused much interest. He answered 10 key questions most frequently asked by the business.

Nikolay Solomin, Advisor to Board Chairman, Taxkom, announced about the completion of testing Taxkom-Cash, a new service allowing the retailers to have a new POS-terminal registered online in the FTS.

Natalia Nikitina, Expert at SKB Kontur, Deputy Head of Technical Support of Regulatory Bodies, spoke about the criteria for choosing the operator of fiscal data.

Olga Kashchenko, Expert at 1C, informed the Forum participants about new trends in 1C solutions for retail automation in the context of newly adopted amendments to Federal Law 54-FZ. Noting the automation based strengthening of state control among the important factors, she described typical solutions developed by the company to support Federal Law 54-FZ.

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The working programme of the first day of the Forum was finished by Alexey Krasnopolsky who informed the audience about the most successful cases of switching to online cash-registers.

Besides, on the first day of the Forum, a master class was held by Alexey Pan, Expert on Strategic Sessions in the Russian Consulting Group “Sustainable Development Strategies”. He discussed how possibility thinking can transform retail business and named the reasons for the success of some retailers on a falling market.

The strategy and tactics of e-commerce survival in the new economic reality became a key topic of the 5th session, which opened the second day of the Forum. Mark Harrison, Head of Markets, International Post Corporation, shared the results of a study on consumer expectations from online commerce.

Zaur Besolov, Deputy Chairman, PFI Bank, spoke about the problems of online fiscalization for online retail. According to him, “Federal Law 54-FZ is the best thing that could have happened to business this year.”

The draft law on e-commerce aggregators was the key topic of the speech of Alexander Ivanov, President of National Distance Selling Association (NAMO). In his opinion, the law can put an end to the electronic commerce business, with the traffic and consumer demand taken back to the level of 2008-2009.

The cross-border e-commerce market in China will have become the largest one by 2020, stated Kino Kwok, General Manager, Trade Ease.
Vladislav Maimin, Board Chairman, MONETA.RU, spoke about the peculiarities of payments on marketplaces and noted, first, the value of the open API, and secondly, the high level of consumer confidence in the well-known marketplaces.

The session “Payment solutions and financial services for retail”, moderated by Alexey Gusev, Research Director at the Institute of Financial Planning, was opened by Natalia Nazemnova, Scan&Go project manager, Globus hypermarket chain.

Peter Slidrecht, CEO, Newland EMEA, informed about the benefits of paying with barcodes in retail. He noted that the technology allows the transaction time to be reduced by 7 seconds, even compared to the contactless cards.

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The report of Alexandra Soroko, Senior Director at Visa, was focused on the economy digitalization driven transformation of clients' expectations from payment services. As the role of the generation of millenials is growing, the retailers should, first of all, be guided by clients needs, because in fact, this generation is an agent of change.

The advantages of MTS Dengi Wallet, a new service, were presented to the audience by Andrey Makarov, Director of Financial Services Marketing Department, MTS. He stressed that the functionality is available to far more customers rather than smartphone owners alone, since the solution supports text messages.

Alexander Borodkin, Head of Plastic Card Department, VTB24, informed how the bank managed to double the credit cards sales by focusing attention on wealthy customers.

1078% - this is the expected growth of NFC payments in dollar equivalent in Russia for 2017 (as compared to 2016). This figure was reported by Alexey Lavrukhin, Head of Products and Solutions, INPAS, who announced their project to integrate QR-payments into the acquiring terminal network infrastructure.

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Concluding the session, Evgeny Pokrovsky, Head of Verifone Russia, informed about the vendor's new initiative as to offer the market a solution for turning a checkout into an interactive point of interaction with the client.

During the 7th session the market experts discussed the issues of supply chain management, fullfilment and logistics. Opening the session, Artem Pereslavtsev, Commercial Director, Russian Post, said that 2016 was a landmark for the largest logistics operator in the country.


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Pavel Olonov, Head of Logistics and Order Picking, Yulmart, informed that the company mainly focuses on the establishing of their own fulfilment centers.

Paul Rogowski, COO, Lamoda, noted that the company underwent a certain evolution of the business model from a large online seller to IT and operating platform.

Mikhail Kudinov, Commercial Director, VeeRoute, and Galina Mironova, Head of Distribution Network and Logistics Processes Development, M.Video, presented a case to show how you can use IT to improve the level of customer service, to cut costs and to make outsourcing completely transparent.

Besides, during the session, Tatiana Popova, Product Manager, Yandex, presented 9 proven methods to facilitate customer’s life with the help of cartography.

Evgeniy Serednyakov, Head of Partner and Customer Relations, AuthenticateIT Project, spoke about logistics traceability based digital marketing as a new source of business-effects.

Apart from that, Ivan Korchagin, Head of Development at Pulse Express, took part in the session to report on convenience of buying in online stores.

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During the eighth session, the speakers tried to reassess values ​​in loyalty programs, taking into account the modern demands. Pavel Soloviev, Deputy Director, Products and Business Development Department, NSPK (National Payment Card System), spoke about the capabilities of the transactional marketing platform of the Mir payment system.

Targeted communications with the client, for example, a reminder of expiring bonuses, allow you to increase the conversion rates by about 4.3% - said Maxim Zahir, CEO, CardSmile.

“Aeroflot Bonus” miles can be spent in online stores now – reported Lyudmila Podyapolskaya, General Director, Bonus-Adviser.

Vladimir Kononov, Head of Sales and Marketing, UCS, spoke about a line of virtual gift cards, noting that almost 100% of gift card holders use them in stores.

Alena Grudtsyna, Head of Sales, Loyalty & Retail, ISBC, informed about the key technological trends in loyalty systems, highlighting the possibility of using NFC keyfobs as a new identification method in the loyalty system, and showed the advantages of multi-function cards.

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The final session (moderated by Dmitry Orekhov, Expert in Strategic Marketing and Management, Marketers Guild) was opened with the speech of Natalia Morzhova, Deputy Director, Industrial Goods Research Department, GfK. She informed about the findings of the study of the impact of the online communication and advertising on the sales of household appliances and electronics.

Anna Stavniychuk, Business Development Director, Teleperformance Russia Group, presented the results of a study of the consumers’ perception of e-commerce customer service in Russia.

Olga Glebova, Head of Marketing, Selgros Cash & Carry, shared the experience of a marketing campaign implemented together with Tiendeo (the project was launched in October 2016).

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The report of Ilya Dobrelya, Head of CRM & Loyalty Programmes, YUM! Restaurants International Russia & CIS, completed the session and the second day of the Forum.

In his closing speech, Steering Committee Chairman Alexander Grizov thanked the event participants and reminded of a new cause for a meeting: “We look forward to see you at the 5th PLUS Forum “Online & Offline Retail” on March 14-15, 2018!"

Sponsors and partners of “Online & Offline Retail 2017”:
• Global Partner: VTB24
• Cocktail sponsor: IBS.
• SMS-sponsor: MTT


•Cheif sponsors: BioTime, Datalogic, DEAC, ISBC, INPAS, LiveTex, Newland EMEA, Trade Ease, Verifone, ProSoftBiometrics, Taxcom, United Card Services, MTS, 1C Company, First OFD, PAY ANY WAY, SKB Kontur, Pulse, CONSCIENCE Card, AuthenticateIT, Inpas and Yandex.

Partners: Europeum, Ingenico, Sweet Card, Tiendeo, Lanit Omni, SFour, Ladon-N, PILOT, Dataphone, NBK Trade, Rukard, OFD-Ya, AlfaRobotics, DEEP 2000, Komus, VisionLabs, OFD.ru, KAZNACHEY, Interactive Group , BalticLight, R-id, DORS, ibox, Market Music, Gamma Center, Alagard, Intelligence Retail, Goods Forecast, timebook, AMMOPAY, damack, Moscow Credit Bank, GIFTD, REES46, Compo Group, Evotor, IDlogic, Cashoff , Logistics IT, proonline enterprise, VeeRoute, Mobile Inform Group, Texel, Giesecke & Devrient - LOMO ZAO, Forecast NOW, qasl

Technical sponsor: Motion View

Coffee sponsor: Coffelianо

Supported by RAEC

Associate Partners : CCI France, GS1, Rusprodsoyuz, NAMO, Goodmatrix, KLIK, NAST, National Rating Agency, Federal Procurement Union, Union of Russian Buyers, Association for Co-Marketing of Russia, HOTWORK, Oborud.info, Association of Interactive Agencies (AIA), AKIT , National Payment Association, Goods Mail.Ru, “Small Business of Moscow” state-financed entity, KSA, Seldon, AKAR, AIR, RAMU, AKORT, POPAI
Calendar of IT events: RUNET-ID

General industry partner: Retail.ru

Media partners: Megapolis Media radio holding, Standards and Quality RIA, CRE Retail, SETonline, Arendator.ru, Customexpert, ‘Internet in Figures’ magazine, Logirus, belretail.by, PROfashion, HoReCa, Warehouse and Equipment magazine, Infocommunications online, LOGISTICS magazine, telecompaper, OFFSHOREVIEW.EU, Oborud.info, New-retail.ru, Moda247.ru, E-Pepper, BIT.Business&Information Technologies, Beznal.Pro, Architektor, biznes-portal.com, Agency of economic information "PRIME", Trud.com, PR News, Garant, Informational and analytical magazine about retail Tochka prodazh (point of sale), Merchandising.ru, Business Excellence



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Source:  Retail & Loyalty


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