SHOPPING CENTERS RUSSIA | DECEMBER 2018 | 66
visitors.
Retailers have the opportunity to unload the overstocked warehouses from unsold goods in a short time and increase turnover due to related positions. Also, retailers and shopping centers, by participating in such massive sales promotions, are counting on attracting new loyal customers.
«First of all, significant discounts are given on gadgets, accessories - that a person buys more often due to faster wear or change of tastes. The New Year season is also nearing, so smartphones, tablets, TVs, household appliances are beginning to be in demand. We always give discounts on what corresponds to the season and, for example, do not sell garden equipment at this time, i.e. We offer only what is relevant for our consumer. I note that there is high competition in the market and for building strong relationships with the buyer, we sometimes offer goods below cost, as was the case, for example, last Black Friday. In the event that the retailer is focused on consumer demand, such actions are beneficial to everyone - both the seller and the buyer. For example, the growth in Citilink’s turnover last year was 296% for promotional items», says Elena Kontorina, head of the marketing communications department at Citylink, one of the biggest electronics online retailers in Russia.
The increase in sales at such periods for
How «Black Fridays» and «Cyber Mondays»
work FOR offline traffic