Online merchandising: impact on classic sales

2020 has given e-commerce a significant boost for explosive growth. Online sales began to pay much more attention, including those who, before the pandemic, considered Internet channels to be secondary. And this is not surprising: for example, according to NAFI, 85% of Russians made purchases online during isolation. And yet this does not mean the imminent death of classic sales: large offline retailers actively increased the number of their outlets during the pandemic.

All this has led to a curious situation: offline and online retail are so tightly intertwined that tools previously considered to work only in one of these areas began to be perceived differently. One of them is online merchandising. Karina Malyukova, the Leading Marketer at Trust Group BTL advertising agency, talks about the benefits of online merchandising for classic sales.