My kingdom for a horse
65 | SHOPPING CENTERS RUSSIA | DECEMBER 2018
anuary, to stimulate dead-end sales.
Now, Russia is approaching the American sales format - more and more stores and shopping centers are organizing offline Black Fridays . For small and medium businesses Black Friday it the only possible way to advertise serious discounts, from 30 to 50% . Big Russian retail is actively involved in stocks in order to boost sales before the beginning of the traditionally high season in December.
Black Friday helps shopping malls to increase attendance and turnover - only on the condition of well-built promotion. Almost all shopping centers participate in the action, the competition between them is intensifying , because which shopping center will the buyer choose, depends largely on the completeness of the offer and on the quality of the advertising campaign , explains Luisa Ulanovskaya, director of strategic marketing and CX-transformation of the Mosaic shopping center. From a marketing point of view, this is one of the most popular promotions of the fall before a seasonal autumn-winter sale. Each shopping center is trying to create a special offer that will be attractive for both a loyal audience and new visitors.
Discounts in Russian
Over the past five years, Black Friday, and Cyber Mondays’ popularity among buyers is increasing, the profits of some retailers these days increase to 500%.
In Russia, Black Friday has become a big scale since 2013, before that there were only scattered unrelated discount offers from different retailers, such actions were not organized. In Russia, unlike the US prototype, Black Friday initially came as an online action – and Cyber Monday was in January, to stimulate