Notable trend was the increase in sales of smart devices: smart watches, fitness bracelets, children’s hours with the geolocation and other. In the 1st quarter of 2019, their popularity has grown 3 times compared to the same period of 2018.

The most popular devices have become children’s watch with geolocation and fitness bracelets. Sales growth of smart devices in Q1 is associated with the seasonality of demand, growth of popularity among customers and expanding the range in the shops.

Among smartphones the largest increase showed the device cost of 25-35 thousand rubles. Their sales grew 4 times in comparison with the 1st quarter of 2018. The increase in popularity of this category has affected dynamics of sales in the related price groups, the growth of which was the minimum. Most often in the shops buying Samsung smartphones, Honor/Huawei, Apple, Nokia.

The increase in sales of smartphones contributed to additional services. The popularity of trade-in 1 quarter of 2019 has increased significantly compared to last year. In 2019 most of the smartphones using the trade-in was sold in March. The number of smartphones purchased through financial instruments (credits and installment payment), increased by 2.8 times.

Comments by the Executive Vice-President, sales and client service Yury Smagorinsky: “the proceeds from the sales of smartphones in the retail network of Beeline in the 1st quarter increased by 2 times. Growth is associated not only with an increase in the number of stores. At the end of the 1st quarter of 2019, the number of own stores increased by 33% compared with the 1st quarter of 2018, while smartphone sales increased by 105%. Now every salon sells an average of 1.4 times more smartphones”.

To increase the efficiency of the shops are also influenced by the new format. In 2018 Beeline began to develop the concept of a supermarket digital services. Her main goal was to increase the flow of customers to the stores. In the salons has expanded the range of smartphones, and new devices associated with telecommunications. To create additional services were launched affiliate area with coffee houses, issuing orders, banks and other partners.

Along with offline retailing, the company continued to develop its own online store. As part of the Omni-channel system, the online store attracts additional flow of customers, some of which comes in offline stores. Revenues of the online store in the first quarter of 2019 doubled compared to the 1st quarter of 2018, smartphone sales grew by 2.5 times. The share of sales of an online store is 10% of total sales.

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