Omni-channel Growth and Financial Performance
Who is DM's customer?
#1 federal chain,
62% customers live
in smaller cities/towns
Geographical structure, 2021(1)
Other, 62%
Children and average salary of DM customers (3)
1 child
% share of clients
39.3%
Monthly
income
Women
Sales structure by gender, 2021(2)
88% sales are
1M+
population
cities, 38%
generated by women
Men,
12%
2 children
40.5%
RUB 40-90k
RUB 30-60k
Sources: Company data
Notes: (1) Based on customer survey in Jan-Feb'22; (2) Based on Company's loyalty program data; (3) Based on customer survey in Sep'21
Women,
88%
detsky mir
18-35 age
62% of clients are 35
years old or younger
Sales structure by age, 2021(3)
>40 years,
16%
36-40
years, 22%
18-35
years,
62%
70%
clients prefer buying offline (1)
Pet owners
53% clients have pets (1)
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