Omni-channel Growth and Financial Performance
Why is our offline channel so important?
Emotional purposes
☑3 Choose gift for a child
•
Store visit purposefully at the
child's wish
Impulsive shopping (customers
passed by DM store)
Visiting a store for
entertainment
98%
Purposes of DM store visiting
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Practical purposes
Buy new apparel & footwear M
Pickup an online order (☑
Large targeted purchase of
necessary goods
Buy staples in small amounts
2
- Frequency of mentioning the purpose of DM store visiting
70%
Detsky Mir clients prefer
buying offline (1)
#1
98%
Detsky Mir brand
awareness
Source of family entertainment
- shopping centers
Share of DM stores
located in shopping malls
86%
The share of click & collect (fast delivery,
post-payment and no min limit for orders)
Strong presence in offline channel allows Detsky Mir to deliver unique customer experience, which is highly
appreciated by our clients, who prefer in-store shopping
Sources: Company data, Ipsos Comcon report
Notes: (1) Based on customer survey in Jan-Feb'22
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