Launching interactive mailing with Mail.ru

On September 27, 2019, it became known that Ozon and Mail.Mail.Ru Mail launched an online newsletter.

Now Ozon customers will be able to activate coupons, take part in surveys directly in an email, the technology also allows you to create sliders with photos and download information about current products and promotions at the moment the user opens the letter - which means offers in it will not lose value after a couple of days . This is the first such experience for Russian services.

Interactive newsletters are based on AMP (Accelerated mobile pages) technology. Unlike regular messages, in AMP letters the user has the ability to manage the received content and give feedback to the sender. To do this, widgets, buttons, and other multimedia tools are embedded in interactive emails. All interactive elements are automatically updated so that the user receives the latest information at the time of opening the letter. In addition, personalized settings can be added to AMP letters so that the letters reflect relevant offers for each user.

Within the test period, 900 thousand users who have Mail.ru mail receive interactive letters from Ozon. In the first letters, the company used two functions of the service - a slider with images and an interactive survey, which can be passed directly in the letter. This allows you to place more information on the first screen, and increase the clickability of the content in the letter. Already the first tests showed that the number of clicks on photo banners in a letter with a slider is 26% higher than in letters with static images, and the questionnaire in a letter collects 10% more answers.

Mail.ru has long ceased to be only a means of communication. With its help, you can solve a variety of problems: you can call a taxi directly from letters, pay fines and mobile communications, in the future there will be even more opportunities. Thanks to interactive elements, Mail.ru will become an even more convenient tool to help in everyday activities.

Integration with the digital service of the Russian Post otpravka.pochta.ru

The integration of the Ozon fulfillment management system, a multi-category e-commerce platform, with the digital service of the Russian Post otpravka.pochta.ru made Internet shopping more accessible for residents of 85 constituent entities of the Russian Federation. Thanks to the integration of the two-player systems, the delivery time in 42 thousand branches of the Russian Post was halved. Thus, residents of the most remote territories of the country received operational access to 2.1 million trade names, a federal postal operator said on August 21, 2019. More details.

Data leakage of 450 thousand users

July 10, 2019 became aware of a major leak of Ozon customer data. The database, which contains more than 450 thousand email addresses and user passwords, was in the public domain.

Ozon suggests that the company's customer data got into the network because they either used the same passwords for different services, or their computer was hacked. Having received a database with data from the account, fraudsters could find out information from their personal accounts, RBC interlocutors noted.

According to him, the lack of a timely warning about such a situation threatens the security of all users of the service.

Roskomnadzor noted that access to the client’s account allows unauthorized access to additional information about the user, as well as to perform various actions on his behalf. In this regard, the service will send a letter to the online store for clarification.

Ozon had not previously reported leaks, but at the end of 2018, the company's technical director, Anatoly Orlov, said that the password recovery system had changed. According to him, additional encryption was added to the system.

The increase in the share of ROS System

The transaction was carried out through the "daughter" of MTS - offshore Dera Retail Holding. Payment will be made in three tranches, the last of which is due in July 2021.

After the transaction, Sistema will directly own a 19.3% stake in Ozone. Another 16.3% of the shares are held by the Sistema_VC venture fund, controlled by Sistema. Thus, the corporation controls 35.6% of the shares of the online store.

2018

MTS increased its stake in Ozon to 16.7%

MTS bought two minority stakes in the authorized capital of the company, TASS explained in the press service of the company: 0.35% of the shares were purchased from former Ozon CEO Bernard Luke, 2.65% from Index Ventures.

In early March, MTS increased its stake in Ozon from 11.2 to 13.7%, having spent 1.15 billion rubles. on the redemption of the additional issue of shares of the Internet retailer.

  Ozon received 3.5 billion from MTS and other shareholders

Ozon online store attracted 3.5 billion rubles. ($ 61 million) of new investments from its current shareholders - Baring Vostok and MTS funds. The agreement reached stipulates that the amount of financing may be increased to 5.25 billion rubles. ($ 92 million), depending on the wishes of Ozon.

Funds will be provided by issuing additional shares of Ozon. With the money received, the store intends to develop the logistics infrastructure, expand the range and implement new projects.

Of this amount, MTS will provide 1.15 billion rubles, Interfax reports in February 2018, citing a message from MTS. This will increase the share of the mobile operator in Ozon from 11.2% to 13.7%. Another 2.35 billion rubles. will come from Baring Vostok. According to the option agreement, Ozon has the right to demand from MTS over the next 12 months the repurchase of additional shares in the amount of up to 582 million rubles, which will increase the share of MTS to 14.7%.

  2017: Sistema VC acquired 10.8% from AFK Sistema

In 2015, the retailer processed 5.18 million orders, sold 22.74 million goods. The average bill amounted to 2.52 thousand rubles

On average, 750 thousand unique users visit Ozon.ru monthly.

In addition to the Ozon.ru retailer, the Ozon group also includes the O-Courier delivery service, which, in addition to the online store, serves about 100 organizations, as well as the Ozon Travel hotel ticket and reservation service.

  Ozon.ru started working in the USA

On April 2, 2015, the Ozon.ru online store announced the start of work as an Ozonru.com resource.

Screenshot Ozonru.com, 2015

This is the fourth showcase launched by a company outside of Russia, after Kazakhstan, Europe and Israel. The showcase offers Russian-speaking customers an assortment of 590 thousand books. Delivery of goods to the buyer is planned within 1.5 weeks.

  2013: FAS approved the application of AFK Sistema to purchase about 10% of Ozon.ru

A source close to the shareholders of MTS said earlier that it was a purchase of approximately 20% of Ozon.ru - in equal shares to MTS and Sistema.

"The MTS Board of Directors approved the feasibility of the transaction based on possible synergies with MTS online sales and market growth potential. There are some doubts in the light of recent legislative initiatives affecting Internet payments. There is no final decision on the transaction, everything will depend on the price." - he explained.

2011

The company's turnover in 2011 amounted to 8.87 billion rubles. Net revenue - 4.7 billion rubles.

  ru-Net and other funds invest $ 100 million in the company

In September 2011, it became known that Elena Ivashentseva's funds invested $ 100 million in Ozon.ru. She says that all investors in the new round received minority stakes.

“The company is rated higher than we expected,” says Gave, but does not name the rating. Based on a turnover of 4.5 billion rubles. in 2010, and the multiples of similar companies (Amazon, eBay, Salesforce) Ozon.ru can be estimated at $ 564 million, the expert of Finam Leonid Delitsyn calculated. But if Ozon.ru is unprofitable or marginally profitable, then the deal could go with a discount of up to 30% - at a price of $ 395 million. A source in one of the Internet companies used to tell Vedomosti that Ozon.ru was counting on an estimate of $ 400 million.

$ 100 million is the largest private investment in Russian electronic commerce, says Gave. The founder of the Wikimart trading platform, Maxim Faldin, agrees with her: the last major investment of $ 55 million in April 2011 was received by the online shopping club KupiVIP.

Japan's Rakuten is one of the best companies in the e-commerce market in the world, it is very aggressive in terms of expansion into international markets, says Faldin. This is a strategic investor who usually does not exit the acquired assets, but only increases the share. According to Gave, Rakuten will share with Ozon.ru his experience in the field of online commerce. For example, she has built a whole system of partner training, the introduction of which would help Ozon.ru.

According to Gave, Ozon will invest the raised funds in the construction of logistics centers, equipment; the company will increase stocks, expand its assortment (for example, it may start selling clothes). Also, investments are required by the Ozon Travel project.

  Mael Gave replaces Bernard Luke as CEO

In April 2011, the CEO changed at Ozon.ru. Instead of Bernard Lukey, who returned with his family to Switzerland in 2009, this position was taken by Maelle Gavet, who has been working as Ozon.ru marketing director since March 2010.

Until July 1, 2011, under the management of Luke, the holding as a whole will remain, which, in addition to Ozon.ru, includes the second tourist store Ozon.travel and the courier service O-Courier. After this date, Gave will also become the CEO of the entire Internet Solutions Holding.

2010

Ozon.ru store revenue is not disclosed. In 2010, the total revenue of three areas (Ozon.ru, Ozon.travel and courier service) amounted to 4.15 billion rubles. The main store sent 1.95 million orders, or 8,472,222 units. In monetary terms, 37.9% of its sales were books, 32.1% - electronics. Separately, the turnover of the online travel store Ozon.travel in 2010 amounted to 898 million rubles.

The company's revenue in the first half of 2010 amounted to 1.8 billion rubles. For the same period of 2009, Ozon.ru revenue amounted to 1.4 billion rubles. According to the company’s calculations, revenue growth amounted to 36% (from last year’s income this is about 500 million rubles), the discrepancy in the numbers in Ozon.ru is explained by the error in rounding off the values.

A year earlier, the company's turnover growth rate was lower and amounted to 20%. In the pre-crisis years, store revenue grew at a more significant pace: in 2008 - by 55%, and in 2007 - by 93%.

The share of books in the structure of income decreased to 36.8% of the total turnover; in the first half of 2009, the similar indicator was 39%. However, the books managed to keep their first place in terms of the share in the store’s revenue. In absolute terms, their sales look good - in the first half of 2010, more than 2.2 million copies were sold. If we compare not the share in revenue, but the number of books sold, then the growth compared to the first half of 2009 is 33.8%.

The share of electronics (laptops, photo equipment, mobile phones, etc.) in Ozon.ru turnover continues to increase. This category is in second place in revenue. Over the year, its share in the company's revenues increased from 28% to 32%. At the same time, the share of films on all types of media slipped from 13% to 10.2%, while music sales remained at 4% of the company's total turnover.

The fastest growing areas of Ozon.ru were Detsky Mir (plus 109% of revenue from their sales for the first half of 2009) and home and interior products (88%). The total number of orders of the online store in the first half of 2010 increased to 841 thousand from 722 thousand in the first half of 2009. According to the number of goods sent for the first half of the year, the store grew from 2.9 million to 3.7 million for the year. Delivery of goods in the regions is 3-5 days, and in Moscow and St. Petersburg, the parcel can be received the day after the order.

  2008: 2.4 million items sold

The turnover of the OZON.ru online store in the first half of 2008 increased by 78% compared to the same period in 2007 and amounted to $ 45 million. OZON.ru sent 560 thousand orders to its customers, which contained 2.4 million goods. 36% of the total turnover of the OZON.ru online store are books, 30% - electronics, photo equipment and mobile phones, 14% - cinema on all types of media, 5% - second-hand books and rarities, 3% - music, 12% - others product groups.

2007

According to a quantitative study conducted by IPSOS in the fall of 2007, 82% of book buyers and Internet users know the OZON.ru online store, and more than 50% of those polled buy constantly at OZON.ru.

The words "Internet", "electronic commerce", "virtual store" have recently been constantly accompanying us in the press, on radio, television and on the Internet itself. Gradually, the Internet turns from a fashionable toy into one of the tools for doing business.

The Internet "for the masses", accessible to everyone, appeared not so long ago, in 1995, immediately gaining wildly popularity among representatives of commercial structures, not to mention computer and scientific organizations, for which the Internet appeared much earlier. With the advent of the World Wide Web (WWW, or simply the Web), it became possible not only to exchange textual information, but also to deliver graphics, animation, sound, video and generally all modern multimedia to the user. Then, in 1994-1995, the first online stores began to appear. Perhaps the most famous of them, which has already become a legend in Internet business, is Amazon.com. This is the largest American company in the world in terms of turnover - one of the first Internet services focused on the sale of real consumer goods, selling goods and services via the Internet. A bright representative of the domestic Internet business is, in my opinion, the OZON.ru online store. It is to the study of his activity that I will devote my work.

History OZON.ru - a history of success and development

OZON.ru was founded in 1998 by the St. Petersburg company Reksoft and the publishing house Terra Fantastica as a trading service for selling books and videos (VHS) over the Internet. The creation of OZON.ru was preceded by the launch in October 1997 of an interactive bibliographic database “AD VERBUM”, on which methods for presenting information and database structures were worked out. At the beginning of 1998, “AD VERBUM” also added the functionality of placing an order by the user, which made it possible to build the basic logistic structures, subsequently inherited by OZON.ru.

The decision to create on a parity basis a full-profile online store was made by the parent companies in late 1997. At the same time, the Reksoft company (General Director Alexander Egorov, Technical Director Dmitry Rudakov) took over the creation and support of the software and the hosting of the project, and Terra Fantastica (General Director Nikolai Yutanov) - content support for the site, assortment and logistics .

The OZON.ru website began to work and accepted the first orders on April 9, 1998. Marketing promotion of the project on the network was provided as a partner by the InfoArt Internet portal. In early August 1998, an online store affiliate program was launched, which gave a serious impetus to promoting Ozon.ru through independent Internet resources. In addition, OZON.ru was the first Russian-language online store that offered the user significant content support for the goods offered (reviews, reviews, recommendations).

After the 1998 default, Terra Fantastica Publishing House was unable to continue participating in the project and Reksoft bought its share, becoming the sole owner of OZON.ru. The rapid growth of the online store’s turnover in the fall of 1998 forced the company to revise the previously used logistics principles on the fly, which is why during the restructuring and testing of the new order accounting and processing system in October the acceptance of new orders was suspended (however, the shipment of previously made orders continued) . Despite this, in November an absolute record was reached in the number of orders and the service turnover (excluding the cost of order delivery) grew to 200 thousand rubles. During this period, Dmitry Rudakov took over the functions of project director.

A significant increase in the turnover of the online store continued in 1999. In April 1998, an auxiliary service was launched to authorize credit cards when placing orders, later developed into an independent authorization service ASSIST. New trade directions were opened, including the sale of music on audio tapes and CDs, as well as video on VideoCD and DVD. The informational component of the project was expanded with a news feed dedicated to events in world and national culture. At the same time, OZON.ru was singled out as an independent legal entity of Ozone LLC with its own general director, which was Gennady Spirin.

The global dot-com boom and the success of OZON.ru attracted the attention of investors who, throughout the year, have been negotiating the acquisition of a stake in the company. These negotiations ended with the signing of an agreement with investment company ru-Net Holdings on December 30, 1999: an investor bought back an additional issue of shares for $ 1.8 million and received a controlling stake. The investor pledged to invest another 1.2 million dollars in the development of Ozone’s business during the year 2000. The turnover of OZON.ru in 1999 amounted to 350 thousand dollars. And in 2000, Baring Vostok Capital Partners acquired a controlling stake in the stake, investing in the OZON.ru project a total of more than $ 3 million.

In 2001, the system was completely replaced. Support and development are carried out by internal divisions of the company.

At the beginning of 2006, OZON.Ru moved its operations and logistics center to Tver. Currently, a new operational and logistics center OZON.ru is being built in Tver, which will become the largest and most technologically advanced e-commerce center in Eastern Europe.

Thus, over the years, OZON.ru has gone from a cultural goods store to a chain supermarket with the widest range of goods in RuNet: today, more than 500,000 items are available for selection and ordering.

OZON.ru is one of the first domestic large-scale projects in electronic commerce in the B2C segment (business-to-consumer e-commerce system).

The creators of OZON.ru initially set themselves the task of building an effective scalable business, which, on the one hand, would ensure the receipt, processing and sending of orders on the basis of its own operational and logistics base, on the other hand, would offer the latest and most convenient web services that would make online purchases as simple, convenient, and affordable as possible to a wide range of Russian-speaking users anywhere in the world.

OZON.ru online store uses the most advanced system for receiving, processing and delivering orders in Russia, offers visitors unique web services and a search system.

OZON.ru provides its customers with the highest and most modern level of service at all stages of processing, processing and delivery of an order. The store supports 18 payment methods and 14 delivery methods for orders, which allow customers, regardless of their place of residence, to choose their optimal combination.

OZON.ru partners are the most famous electronic payment systems, banks and financial companies, Russian Post, TNT and SPRS postal services, and the Russian International Post Office.

The intense creative work of the company's employees and the trust of millions of visitors and users have made OZON.ru one of the most famous online stores in Russia.

The mission of the online store OZON.ru

The Internet is more than technology; it is a fundamentally new mechanism for organizing life and satisfying a wide variety of human needs. The Internet is actively changing the systems of development, information exchange and feedback in society.

Over its eleven-year history, OZON.ru online store has been and remains a pioneer and innovator of the Russian e-commerce market. They are committed to continuing to implement innovative technical and intellectual solutions that make the online shopping process really convenient and attractive, provide visitors with access to the widest range of products, and offer a high level of service and information services.

As the largest B2C project of Russian electronic commerce, which provides the widest assortment of cultural goods in Russian and delivery of orders to anywhere in the world, they see their task in providing our compatriots in the near and far abroad with the opportunity to keep in touch with the national culture.

OZON.ru online store operates in strict accordance with the laws on protection of consumer rights and copyrights.

The activities of OZON.ru in the creation and implementation of e-commerce standards, the provision of high quality services and the use of innovative technologies are always highly appreciated by the professional community.

Among the awards awarded to the OZON.ru online store are national Internet awards, the Russian Trade Olympus award, and honorary diplomas of the Best Logistics Operator of Russia.

For three years, the OZON.ru online store has been a member of the International Club of Friends of the State Hermitage. Five books from the series of popular science books “Buildings and Halls of the Hermitage” have been published with its financial support.

OZON.ru online store is one of the founders and members of the Internet and Business Association, which was created in the summer of 2007 by leading Russian Internet companies in order to coordinate interaction, develop educational programs, and organize efforts to improve regulatory legislation in the interests of the entire Internet business community. This year, leading specialists of the company took part in the preparation and holding of the Joint Conference-2009, which was jointly organized by the Internet and Business Association and the Russian Public Center for Internet Technologies (ROCIT), as well as Russian Internet Week - 2009.

OZON.ru is one of the most famous online stores in Runet and its website is a personalized dynamic Internet resource that has no analogues in Russian e-commerce.

According to a quantitative study conducted by IPSOS in March 2009, 93% of regular Internet users know the OZON.ru online store, more than 47% of those polled buy constantly at OZON.ru.

By September 1, 2009, the number of registered visitors to the OZON.ru online store exceeded 3.2 million people. Every month, the registration database is updated with 60,000 new entries. According to company specialists, the number of active buyers who make at least one purchase within six months is more than 370,000 people.

Most of OZON.ru clients (65%) are over 19, but younger than 35 years old, while men (57%) prevail over women. 60% of customers rated their income as above average.

More than 300,000 visitors visit OZON.ru daily. Over a month, customers spend on OZON.ru an average of 7 million sessions, make more than 38 million page views.

To analyze the behavior of visitors to the site, the OZON.ru online store uses the SiteCatalyst web analysis system from Omniture (USA). The introduction of this system is a unique example on the Russian Internet.

The data obtained by the system is used to analyze the effectiveness of marketing and advertising campaigns, optimize site navigation, and determine the structure of a product offer.

In September 2007, each registered OZON.ru visitor received his own unique web page with goods selected based on an automatic analysis of his behavior on the site. The basis is the history of orders, the contents of the basket, views and reviews, which are compared with the preferences of other visitors. Based on the analysis of these intersections, recommendations are made. The visitor himself can participate in the formation of a personal showcase and independently configure the recommendation system. Each recommendation is accompanied by a proposal to evaluate the attitude to the recommended product and the quality of the recommendation.

According to a customer survey, 85% of respondents praised OZON.ru recommendations. Every fourth product is added to the cart on the recommendation of OZON.ru.

In September 2009, an entirely new savings program was launched in the OZON.ru online store, which allows you to receive points for purchasing goods or participating in marketing campaigns and use them to receive discounts on subsequent orders. OZON.ru client automatically becomes a member of the savings program. The program involves all buyers, except legal entities. A point is a conventional unit equal to 1 ruble. You can get points for purchasing goods or participating in OZON.ru promotions. The points accumulated when participating in the savings program can be used to receive discounts on subsequent orders or exchange for annual discounts of 5% and 10%.

The advantage of the site is its reference and informational part, namely the bibliography, the catalog of films and discography, the personal database, the archive of author reviews and reviews, which are united by a single system of links and relationships. Visitors can create most of the site’s content on their own using custom personal pages, a system of reviews and ratings.

Magazine is the OZON.ru section in which journalists and reviewers write exclusive book reviews, talk about new films and recent music albums, and writers, actors, directors and musicians reflect on life and work. Here you can also find tips on what gift to buy for your loved one, how to choose the right computer or phone, in which theater to spend the evening, and also to win tickets for a concert or performance. Magazine is the most competent guide to the largest online store in Russia.

OZON.ru allows its customers not only to buy, but also to sell. The C2C project (on the site this service is called “Buy-Sell”) was launched in December 2007 and is developing steadily. Now the service is used by more than 8,000 people who have posted more than 20,000 ads for the sale of goods, up to 100 transactions are made daily. More than half of the ads are placed on products that are no longer in the online store, which increases the chance of finding a rare book without leaving the site. Books are most in demand, in second place is DVD, in third are games and music. The company strives to make the service even more convenient, to make OZON.ru a comfortable place to sell or buy.

OZON.ru managed to effectively transform its storefront into a popular interactive platform that enjoys a high level of trust. OZON.ru offers the placement of advertising banners, links from which they will lead to the internal pages of the web resource (for example, to a detailed description of the product or to the catalog branch), e-mail newsletters on the client base and attachment to orders of promotional materials, souvenirs, promotional items.

Special content projects, for example, “Author’s Week” or narrow-topic advertising, such as the “Product of the Day” block, are effective advertising tools on OZON.ru and are carefully selected for each partner.

Online Store Assortment

OZON.ru online store is deservedly considered the largest Russian online store: in its assortment of more than 500,000 items. A huge selection, quick search, an optimal ordering algorithm and a high level of service are unique advantages of OZON.ru.

The assortment of the online store is divided into large sections, the goods in which are collected in constantly updated rubricated catalogs. To find the product you need, you can use the search system, which allows you to carry out an effective and quick search on the widest range of parameters that are not available in ordinary stores. Each product is placed on a separate page and is equipped with a photo image, a detailed description, an indication of the necessary output.

OZON.ru effectively uses the capabilities of the Internet for the most visual and informative presentation of products, including high-quality photographs, the function “scroll through a book”, video and music fragments, reviews and customer reviews, a system of personal recommendations, cross-references and internal banners.

The company's specialists use a dynamic pricing system that allows you to quickly respond to fluctuations in demand, effectively manage sales, and offer visitors to the online store the best prices for new products and products.

The largest section of OZON.ru is books, there are 335,000 titles in their catalog, 160,000 domestic publications, 175,000 books in foreign languages. The range of books in OZON.ru is universal - it's art, business, children’s, popular science and scientific, reference and educational, socio-political historical literature, photo albums, art books and gift editions. The range of books in foreign languages, primarily in the main European languages, is constantly expanding; in 2008 the number of titles of these books increased by 34%.

OZON.ru annually sells 3 million copies of books and is confidently one of the ten largest Russian retail bookstores. In 2008, a new section of the VIP Editions catalog was opened, which collected exclusive gift editions of the premium price segment. Compared to 2007, their sales grew in 2008 by 24%.

OZON.ru online store is a regular participant in the Moscow International Book Fair.

In the “DVD and Video” section, nearly 28,000 domestic and foreign films on all types of media are presented to movie fans. The assortment of the online store includes domestic and foreign foreign classics, contemporary cinema, domestic television series, auteur and intellectual cinema, children's films and animated films, documentaries, educational and popular science programs. Recently, a new format of BLU-RAY discs is gaining popularity, the prices of which are declining. OZON.ru sends more than 110,000 DVDs to its customers every month.

In the “Music” section of the OZON.ru online store, more than 61,000 titles of music discs are presented, of which 30,000 are produced by leading foreign labels. Since 2009, OZON.ru has represented more than 5,000 items of imported audio discs of the leading world label Warner Music, for which you can place an order with delivery from the OZON.ru warehouse. The catalog of the online store contains more than 6,000 exclusive and gift music discs.

The section "Software and Games" presents computer games, software for home and business, training programs from domestic and foreign manufacturers, as well as video games and consoles. In total, the assortment contains more than 11,000 items of goods available for selection and placing an order. Exclusive, collector's editions of the most popular computer games are in ever-increasing demand. In 2009, the priority is the development of business software.

In autumn 2005, three new sections became available to OZON.ru customers: “Electronics”, “Mobile Phones”, “Photo and Video”, which presented a wide range of digital electronics, computer equipment and accessories, photo and video cameras, and mobile phones.

Today it is the most dynamically developing segment of the store’s assortment - in 2008 sales increased by 76% compared to 2007 and amounted to 24.8 million dollars - 32.2% of total sales. In 2007-2008, a new section "Home Appliances" was opened, in which popular home goods from leading manufacturers are presented.

All equipment that is presented in the OZON.ru online store has all the necessary documents, certificates for sale in the Russian Federation.

After the successful launch of Electronics, OZON.ru continued to open sections of the catalog in which new products are presented. The choice was largely determined by the results of a study of the preferences and wishes of regular customers and visitors of OZON.ru. In 2006-2007, the sections "Home and Interior", "Sports and Leisure", and "Beauty Salon" were opened.

The “Home and Interior” section presents a wide range of textile products, kitchen utensils, decor items, seasonal home and garden products from well-known European and Russian manufacturers - a total of 10,000 items.

In the "Sports and Recreation" section, the OZON.ru visitor can choose the goods that are useful and necessary not only in sports, but also in hiking, traveling, and country recreation. Now the assortment of this section includes more than 1,500 items of goods.

The “Beauty Salon” was opened in OZON.ru less than two years ago, but now more than 8,000 items of goods of 150 leading world brands are presented in it. With full right it can be argued that for this short period of time OZON.ru has established itself as a store in which high-quality cosmetic perfumes are presented that strictly comply with the standards and norms in force on the Russian market.

St. Petersburg is the city in which OZON.ru was created. The high rank of the cultural capital of Russia determined the specialization of the company's branch in this city. Its employees lead the most important sales areas - second-hand books, rarities and antiques. In collaboration with the best second-hand book dealers and antiquaries of the city on the Neva, they provide a unique opportunity for visitors to the online store to replenish their libraries with the best and rare books published at all times, and not only in Russia.

The catalog of printed products of the OZON.ru online store has a unique section - “Bukinist.” This is a large catalog of used books, albums, collected works, encyclopedias and libraries. Today, OZON.ru presents 32,500 titles of second-hand books published over the past 50 years.

One of the main principles of the formation of the second-hand assortment is to provide a wide selection of interesting, high-quality publications of various genres.

This means that here you can find not only those publications that are time-tested and are in constant demand among real connoisseurs, but also little-known authors with a small audience of admirers. There are also unique offers - specially formed second-hand library on various topics.

The book-keeping department of OZON.ru presents to its customers publications only in good and excellent condition and in the most complete configuration. “Bukinistika” in OZON.ru is a convenient opportunity to find a publication that you will not find on the bookshelves of ordinary stores.

Of undoubted interest for lovers of antiquities and collectors is the "Antiques and Collectibles" section, which contains antique books, graphics, exclusive luxury publications, antique items, photographs and postcards. Variety, breadth and range of assortment (more than 11,000 unique items) is one of the key success factors in this area.

The Antiquarian Department marked the beginning of 2009 with the opening of an independent section, “Authors works,” which presented such types of handmade goods as “Batik”, “Tin Miniature”, “Glass”, “Ceramics”, “Bead and Semiprecious Stone Jewelry”, “Litography (paintings on stone)”, “Belts and buckles”, “Watercolors”.

“Gifts” is one of the most actively replenished sections of OZON.ru, which presents various accessories for men and women and business souvenirs. The assortment of this section includes almost 10,000 items of goods that are in steady demand by our visitors.

E-tickets, various tourist products and business trips have long been firmly one of the leaders in the global e-commerce industry. It is significant that last year 52% of the total volume of airline tickets sold in the world was sold through electronic sales systems.

Only using online services, you can buy train or airline tickets without queues at the ticket office, quickly and accurately choose (and if necessary change) the time and place of rest, type of transport, a set of sightseeing tours, make the best route for a business trip taking into account personal preferences.

In Russia, this direction in electronic commerce is only beginning to gain popularity, however, given the size of the territory, the geographical location of the country is undoubtedly in demand and has great potential for rapid growth. This is facilitated, in particular, by the start of sales of electronic tickets in Russia. Immediately after completing the reservation and paying for the ticket, the buyer receives an itinerary receipt by e-mail. Booking information (passenger’s personal data, route, trip details, cost) is stored electronically in the carrier’s databases.

In the spring of 2009, OZON.ru launched a new project, OZON-TRAVEL, operated by Internet Travel. The goal of the project is to create a high-tech online reservation system that will meet all modern requirements for the quality of service, speed of registration and ease of payment system. The project is based on the technological, marketing potential and vast experience of OZON.ru in the e-commerce market, the demand for modern and high-quality services for the purchase of transport tickets and travel products.

OZON-TRAVEL is a unique resource that allows you not only to purchase electronic air or train tickets, book a hotel or order a transfer, but also, using modern technology, design your trip yourself by choosing the components that are optimal in time and price. The high level of trust and loyalty of the OZON.ru permanent audience, well-developed logistics procedures are the key to the success of this strategically important project.

OZON-TRAVEL - an agency that uses a flexible online booking system for both individual services (tickets, hotels, transfers) and package tours, provides a potential client with a wide selection of the best offers from reliable tour operators and carriers.

In the spring of 2008, OZON.ru began selling digital content. The first type of this new direction for OZON.ru was digital books, which are presented in the eponymous section of the "Books" catalog.

Digital books are books in the form of computer files. They can be downloaded from the website of the online store, place an order, pay with a bank card or electronic payment system, and read both on a regular computer or laptop, and on a variety of mobile devices (phones, communicators, smartphones), as well as on special devices designed for reading electronic books.

Digital books do not compete with ordinary books - but rather complement them. In some cases, using digital books is much more convenient - for example, during a vacation it is easier to take a reading device with you or even use a regular communicator.

On one memory card will fit hundreds of different books. As a rule, each digital book is available in several popular formats, and their price is significantly lower than usual. All digital books presented on OZON.ru are distributed solely on the basis of agreements with copyright holders.

Today, the assortment of the Digital Books section contains more than 25,000 books of various genres available for selection and download.

The company's goal is to make OZON.ru the largest Internet resource in Runet where you can purchase legal digital music content.

Integrated operational and logistics system OZON.ru. Operational and Logistic Complex Borovlevo-2

Opened in July 2009, the complex was built in the industrial zone Borovlevo-2. This is a building with a total area of \u200b\u200bmore than 12 thousand square meters, equipped with all types of necessary communications and having the most modern logistics equipment. Borovlevo-2 allows to process annually up to 7.6 million units of goods, store on shelves more than 4 million goods, complete and send up to 4.7 million orders a year. The complex has 450 employees - residents of Tver.

Investments in construction and technological equipment amounted to about 20 million US dollars. Partners in the design and technical planning of the complex are the leading global companies Swisslog (Switzerland) and DOCdata (Holland). Partners introduce the latest operational technologies based on the use of modern equipment and IT systems into the project, which allow optimizing warehouse business processes and automating most operations.

Borovlevo-2 is the largest e-commerce operations and logistics complex in Eastern Europe.

OZON.ru online store has a unique modern operational and logistics system based on its own IT platform. It allows you to quickly take goods, place them on storage shelves, complete orders, check the correct packaging, monitor and keep track of goods flows and storage units.

OZON.ru's unified logistics system also includes warehouse centers in Moscow and St. Petersburg.

In Moscow and St. Petersburg, where the vast majority of online store visitors live, the new integrated logistics and delivery system allows OZON.ru to guarantee delivery of orders within 24 hours after registration or on the same day using the express delivery service.

In Moscow, the Moscow region, St. Petersburg and the Leningrad region, delivery of orders to customers and servicing of points of delivery of orders (PVZ) is carried out by O-Courier, specializing in courier services. The company constantly employs more than 100 couriers who can deliver up to 3,000 orders in Moscow and up to 1,000 orders in St. Petersburg daily. The PVZ network includes 3 own points in the center of Moscow, 2 in the center of St. Petersburg and a network of more than 40 partner points in Moscow and the Moscow region.

Through all points of delivery of orders in Moscow and St. Petersburg, up to 3,000 orders are issued daily.

In 2008, O-Courier processed more than 1,000,000 orders, 85% of which were OZON.ru customer orders. The company’s divisions are united by a single information system that provides instant updating of information and synchronizes the actions of various divisions. One of the main divisions of the company - the warehouse - operates 24 hours a day, which allows us to provide next day delivery services for most customers who comply with the rules for transmitting information. The main logistics operations are carried out at night, daytime is designed to work with customers, handle incoming and outgoing goods.

O-Courier is a company that offers modern high-quality services for the reception, processing and delivery of orders. The company provides:

telephone contact with the client and reaching an agreement on the timing and place of delivery of the order;

delivery of the order to the client by courier or issuance at the plant;

reception of cash from the client, their collection and transfer to the bank account of the seller company;

delivery to the client of a set of necessary documents, including a cashier's check;

reception and processing of orders returned by customers;

providing the seller with a report on the work done.

The high level of Internet penetration in the regions of Russia, the improvement of the quality of communication channels and banking infrastructure lead to the active use of the Internet not only as a source of free information, but also as a means of acquiring services and making purchases, which increases the popularity of online stores in the regions.

The e-commerce market in Moscow and St. Petersburg, the pioneer cities in the use of the Internet in Russia, is close to saturation, while the mass network user in the regions only takes the first steps in its practical, utilitarian use, including for network purchases of goods, which you can’t find in a regular store. Under these conditions, the most important competitive advantages in expanding the regional sales network are a wide range of products, a uniform price for all regions and a fast delivery speed of orders.

OZON.ru traditionally offers its visitors a wide selection of payment methods and receipt of orders. Now, placing an order, a visitor to an online store can choose the best combination of 18 payment methods and 14 delivery methods for themselves. Partners in the delivery of orders across the territory of the Russian Federation are Russian Post, TNT and SPSR postal services. Postal services are not always able to provide quick delivery of the order to the buyer. But the meaning of e-commerce is not only the remote selection from a wide range of the right product, but also the quick receipt of the order in a convenient place at the right time.

Using the experience of organizing the processing and delivery of goods in Moscow and St. Petersburg, OZON.ru is actively developing a largely innovative domestic delivery service for courier delivery or receiving orders at points of delivery in the regions of the Russian Federation.

Today, in 26 largest cities, a network of agent companies has been developed that deliver orders by couriers through the city or offer to receive them at the points of delivery of orders. As a rule, such points are located in convenient places in the city center and are equipped with everything necessary for customer service.

Agent companies provide not only the delivery of orders, but also the receipt of funds from customers, the processing of return orders. Using a network of agent companies can significantly reduce the delivery time of orders, as well as, importantly, personify the OZON.ru online store in the eyes of regional users, increase their confidence in both the online store and electronic commerce in general, as reliable and an effective way to buy the necessary goods.

The strategic direction for improving the delivery service and receiving orders in the regions is the constant expansion of the agent network, which provides both courier delivery of orders and the work of points of order issuing, improving the quality of service and shortening the delivery time of orders. In 2009, standards were introduced for the speed of delivery of orders to the regions and a system of obligations to comply with them to customers. OZON.ru is an online store that ensures the availability of an equally wide range of goods and high quality service to all Russians, regardless of their geographical location.

OZON.ru online store is a dynamically developing company, and its employees are a large friendly team of like-minded people, not without healthy ambitions and rooting for a common cause.

Today, the company employs more than 800 people, and each is a professional in his field. Among them are those who came recently, having brought their skills and abilities, and those who have been cooperating with the company for many years, having gained unique practical experience in the field of Internet commerce.

The results of the work of each employee and the success of the project teams, expressed in the effective implementation of ideas, do not go unnoticed.

The company invests considerable funds in the development of programs aimed at increasing employee loyalty, motivation, training and development, thereby contributing to professional self-realization and increase the efficiency of each employee.

The corporate culture of OZON.ru is based on mutual respect for each other, positive thinking, close partnerships between managers and subordinates. Management of the company, its branches and partner structures is based on the same principles of personnel management and social policy, regardless of location.

Competitors

The main competitor of the OZON.ru online store is the eHouse online holding.

If OZON.ru is an Internet supermarket where you can buy a wide variety of products on one platform, then eHouse is a holding consisting of 25 online stores of various specializations. The entire assortment is distributed there according to certain thematic platforms, including shops: Dostavka.ru, Megashop, Aromat.ru, Bolero.ru, etc. Considering that the main part of the OZON.ru assortment is made up of books and CDs, its closest competitor is the Internet resource Bolero.ru.

• A diverse and very wide range;
• A clearly structured catalog of goods, in which you can get additional information about the author (director, actor, producer);
• Qualitative description of goods and original content;
• Sensitive support service;
• Transparency in order fulfillment. At each stage of placing an order, the buyer knows what is happening to him;
• Debugged logistics system. Order processing is clear and fast;
• Attention to detail. Goods sent to OZON.ru customers are always carefully and neatly packed in special protective materials;
• A system of discounts, bonuses and sales that stimulate demand;
• Interesting marketing campaigns.

Thanks to all this, according to information from the official press release of the company, in 2007, OZON.ru sent almost 1 million. orders, the annual turnover growth of the company amounted to 93%. Successfully implemented marketing work of the company is obvious.

· Literature:

How to open an online store / Alena Salber. - M .: Smart Buk, 2008 .-- 320s. - (How to earn).

· Internet Resources:

http://www.ozon.ru/

http://ru.wikipedia.org/

http://www.cfin.ru/press/marketing/

· References:

The analysis of competitors in Internet marketing is an important aspect in planning / developing a company’s activity, since it is timely measurement of the general situation in the market, business analysis in comparison with competitors that allows you to choose the right and verified strategic swimming course.

Possible options

Traditionally, marketing analysis of competitors is carried out as part of the solution to the tasks of integrated marketing. Otherwise, it is called a 4P analysis:

The analytics process is quite time-consuming, and the choice is yours: to implement it internally or to involve independent auditors. The pricing policy of specialized companies depends on the type of study:

• ready-made study (it will be in the subject of business, but not adapted for you, but only by a general cut in the market. Price - from 50,000 rubles);
• individual research (conducted taking into account your parameters. Average price - from 150-200 000 rubles).

When planning a study, it is important to understand that the outcome depends on the statement of the problem. It is necessary to formulate it based on the SMART methodology. With this in mind, your planning should be:

• clearly regulated in time;
• defined by budgetary framework;
• contain criteria for evaluating the analysis;
• to have an ultimate goal.

If you order a study at an agency, make sure that all the points mentioned above are met. And if you decide to conduct it yourself, sit back, we will analyze everything from and to.

From theory to practice

So, you have decided to analyze your competitors. Regardless of which criteria you choose for yourself as key ones (a set of metrics is associated with designated goals), follow six basic steps.

Step 1. Selecting competitors for analysis

In most cases, the list of key competitors is well known to the business owner. But these companies are not always your competitors in the online battle: in the virtual space, the list can change significantly. Remember, we are considering the digital segment, and therefore, competitors should be evaluated not only by business, but also by achievements in online battles.

How to look for competitors in the network?

1. We look at commodity aggregators Yandex.Market, Google Shops, [email protected], marketplaces TIU, Wikimart, etc.
2. We evaluate business directories, Yandex.Maps, Google Maps, 2GIS, etc.
3. We read reviews on related products on otzovik sites: Otzovik, Irecommend, Yell, etc.
4. We evaluate the organic and contextual search engine results.
      For this:
   • we select 7-10 targeted requests, we look at demand through the Yandex.Wordstat service;
   • we take the most "fat" requests, that is, those that are in greatest demand;
   • evaluate the search engine results for each request;
   • we do a cross-analysis, based on which we select the TOP 3 most frequently encountered competitors.
5. We bring business competitors and online competitors into a single file.
6. We select from 3 to 5 competitors for analysis.

Step 2. Evaluation and analysis of positioning and USP competitors

Before analyzing the key parameters, answer 2 questions that will help you understand how your positioning is “catchy”:

• What I propose is unique?
• Can a competitor say the opposite?

Most likely, you replied that you have a wide range, the highest quality, fast delivery, the best staff, etc. Any other company will respond. Why are you unique? No one will say that the quality of their work desires the best and there are problems with delivery. Therefore, when conducting an analysis, you should not only study the standard messages, but also calculate the unique trading offer of a competitor (USP).

So, what we evaluate and put in the table:

1. The age of the business, given the presence in Russia and abroad.
2. Geography of work.
3. Market share.
4. Are the values \u200b\u200bdifferent for wholesale and retail customers (if the business area involves)?
5. Number of staff.
6. We study sections on the website and / or make a request using the Mystery Shopper method to find out the key values \u200b\u200bof positioning. We reveal what the emphasis is on:
   • features of the company’s work (own production, deliveries directly from the manufacturer, a company with a history, federal network, etc.);
   • goods (quality, assortment, refresh rate);
   • customer service (personal manager, convenience of choice, flexible terms of cooperation / purchase);
   • price and quality (cost savings for the best price, high quality at affordable prices, a regular policy of discounts and bonuses, etc.).
7. Key clients.
8. The degree of popularity of the product on behalf of the analyzed competitor.
9. The presence of cases.

For more reliable and extended information, you can act "in a partisan manner" and implement the Mystery Shopper method: make a call to a competitor, arrange a meeting, or request an individual offer by email.

Step 3. Analysis of the product matrix and pricing policy

Comparative analysis is built in a matrix system. We recommend using this format:

*Cost price  - this is the cost of producing a product or service. In the table we indicate the base cost in the market, which will allow us to identify the margins of competitors on production costs. If you are at a loss to specify the base cost, you will have to additionally monitor the market in search of the necessary data.
** Minimum market price  - as a result of comparing the prices of competitors 1,2,3 with our company, we indicate the lowest value.

Based on the results, we determine the most “profitable” players in terms of pricing and assortment.

When analyzing for reliability, we examine not only the goods / services offered by us, but also the additional product categories (positions) of competitors. This is necessary in order to identify a quantitative advantage in the assortment on the market.

In a comparative analysis, we recommend that you take into account not only the actual cost indicated on the product cards or price lists, but also evaluate what additional parameters are included in the price: delivery, VAT, seasonal discount, sale, etc.

It is important to understand that you yourself determine by what parameters / product categories you will compare the company with competitors. Therefore, analyze your “pains” in advance and select three of them first.

Step 4. Analysis of competitors sites

Website analysis is an important step, since it is on the brand platform that the user receives the most relevant information about products / services and makes a decision.

As part of the study, it is necessary to form a matrix that will allow you to identify the strengths / weaknesses of positioning, product categories and opportunities conveniently and simply make a choice in favor of the seller.

What you need to evaluate on the competitor's website:

• section "About the company", updating the news of the company;
• the presence of the "Contacts" section with the addresses and telephones of the main office, branches and operating hours;
• availability of a catalog of goods and services, filters and sorting options;
• the presence of distributing pages of product categories;
• the availability of product cards indicating the description of the product / service, characteristics, photos, videos, prices;
• the presence of the “Basket” and quick order forms (“One-click order”, “Express order”, etc.)
• the presence of feedback forms (online consultant, “Callback” service, pre-order, personal account, etc.);
• the presence of a section with video reviews or instructions;
• the presence of a section with reviews (are there official answers and how is communication with users built up);
• the presence of a section or block with a discount policy, special offers, bonus programs;
• the presence of a mobile or adaptive version of the site.

As part of this step, you can also conduct a test order from a competitor, evaluate the processing time of the order and the speed of reaction to applications through feedback forms.

Step 5. Competitor analysis of online communication with the audience

At this step, we analyze the attendance of competing sites. You can use the SimilarWeb service for this.

The service will allow you to collect statistics on the total traffic to the site and divide by channels. Thanks to this, you can approximately understand what kind of Internet marketing tools a competitor uses.

1. SEO-promotion - we analyze positions for informational and categorical queries, quality of text content and additional parameters using services: SimilarWeb, SEMrush, CS Yazzle, MegaIndex, RDS Bar, Solomono, Key Collector, etc.
2. Contextual advertising - we identify the requests by which competitors conduct their advertising campaigns using the Advse and SpyWords services.
3. Email marketing - we subscribe to the list of competitors to determine: Services will help you with this: YouScan, Babkee, IQbuzz, etc.
4. Banner advertising - when visiting industry or thematic sites, pay attention to the media advertising surrounding you. There are a lot of varieties of media in modern digital: from Yandex.Display to narrowly segmented classroom purchases. Our task is to evaluate what visually competitors broadcast to the audience, due to what they “catch” what they show on the banner and which landing pages they lead to.
5. PR-activity - first of all, we evaluate the reputation. Ways to get a lot of information, we recommend to study:
   • the issuance of search engines for requests containing the name of the company, goods / services, brands with the addition of the request "review";

“Tell me, tell the whole truth: Am I the sweetest in the world?”, – in the modern world, few businesses doubt their ideality.

By default, most people think that competition is for wimps, or as women say: “Are you jealous ?! So I'm not sure of myself. ”

But seriously, the analysis of competitors covers all the most important in ourselves, because all the same, we are fighting for some customers. Therefore, you need to know everything about the activity of competitors in order to do better.

Know by sight

With the idea that analyzing competition in the market is good, you have already come to terms. Now the next step is to find those same "enemies of the people."

And as practice shows, many companies incorrectly put emphasis, and as a result they join the race with companies that will never stand next to them.

In order to truly understand who your competitor is, you need to start with a definition.

You need to find people with potential for you. Then you determine between which companies these customers choose.

And only then will you really see which companies are fighting for the same customers as you. These will be your key competitors.

I draw your attention to the fact that if you are not a federal company of the “M-video” or “Ozon” level (such our blogs are rarely read), then you should NOT set yourself to defeat all-Russian monsters.

I don’t want to offend you, but most likely your entire advertising budget (like ours) for federal companies is a miscalculation error.

You need to be smarter and aim at your client, and not try to fight them for one market.

In addition to key competitors, you have direct and indirect. For you, direct ones are just federal networks and other companies for which or for which you are too tough.

Indirect - those companies that, by coincidence in the world, can become your direct competitors, or those businesses.

Which fight for one budget of your client, but at the same time work in another sphere (for example, you are a restaurant, and your indirect competitor is a cinema).

Important.  The frequency of analysis is formed based on the dynamics of the market. The more and more changes occur in your area, the more often you will have to evaluate the situation of competing businesses.

Systems approach

“I know everything about them,” is the most common phrase that we hear when collecting information about competitors in or.

In this case, we have dozens of questions that how the bullets solve the client, and show that he is not immortal and his excessive self-confidence only harms him.

Comparative analysis of competitors - this is not the game "I know - I do not know." This is a systematic approach consisting of techniques, tools and a huge number of tables and graphs.

Therefore, we throw the school approach into a corner and talk about analysis as adults. And for this, it is necessary to separate between ourselves two concepts that we will use in the process.

1. The subject of study is part of the analyzed business.
2. The method of study is an approach to the analysis of part of a business.

If it’s rude, then you should separate the concepts “What are we analyzing?” and “How do we analyze (criteria for evaluating competitors)?”.

To complete the picture, we will consider both. So get ready for a huge number of boring-interesting (yes) words and sentences. And we will start with the subject of analysis, since a method is formed on the basis of it.

Subject of study

Depending on the goal of analyzing the competitive environment, you will have different assessment areas.

It is possible that literally one subject of study is useful to you from the entire list, but for sure, if you study more, then it will not be superfluous. Of course, no one will stroke you on the head, but then there will be more money.

How touching

1. Basic information

At the beginning of the analysis, everything is like in the army: “Weight, height, year of birth?”. We study the background information to form a general idea of \u200b\u200bthe players on the battlefield.

Most likely you already know all the information, if you have been working for several years, but we recommend that you remove these thoughts, as the world is changing, as well as competitors.

The more serious the competition, the more background information you need to collect, since every detail can become a way to differentiation.

To make it easier for you to understand what I'm talking about, check out the list of recommended basic information to collect:

1. Year of foundation;
2. Region;
3. Leadership;
4. Number;
5. Market share;
6. Working capital;
7. Key clients;

A separate point I want to pay attention to the company. In the analysis, we need to look further than the “now.”

Of course, it’s more important for everyone to get money right now. But we must not forget that business is not a sprint race, it is a marathon where the winner is determined by the end of a long journey.

And if you do not foresee this, then maybe now everything will be fine with you, but in a few years it will go down the drain.

2. Product Matrix

The first thing you need to start learning is the company's product, as everything grows from it. Not marketing, not sales, but a product.

People go for services and goods, and only then go to the company. Having studied their offer, we will be able to understand how competitive the foundation of your company is.

2.1. Product

You must study the product from all sides, paying attention even to the details. This will help to find yours not only at the global level, but also in the smallest details.

If you make a basic list of zones that you should pay attention to, it will look like this:

1. Range;
2. The size;
3. Appearance;
4. Packaging;
5. Specifications;
6. Warranty support;
7. Color;
8. Implementation format;
9. Term;
10. Degree of fame.

Moreover, it is necessary to evaluate not only the main category of products, but the whole.

You need to understand what are the main products, after-sales, premium products and so on.

You study everything your hands reach. After all, if you spent at home, then you know that there are situations when the main profit is made by products from which you do not expect this.

To make the analysis of competitors' goods and services more efficient, it is recommended that this whole thing be put in a table or graph.

But again, everything is at your discretion, because how it will be framed in the end does not matter. You do everything for yourself, and not for a thesis (remember the institute, right?).

WE HAVE ALREADY MORE THAN 29,000 people.
TURN ON

2.2. Pricing

Each product has its own cost. Of course, it does not only consist of cost, as is commonly believed.

The larger the company, the more other expenses are included there, including the overpayment for the brand. Therefore, first of all, you need to find out what is included in their cost and what profit.

Then you need to go to the client’s side and evaluate the fact of the total cost, because the cost is not important for the consumer, he sees the final value and already determines whether it is yes or no.

Most likely, you conduct an analysis of competitors' prices at the exit quite often, since for many this is an analysis of competition in the market.

In the absence of the ability to struggle with value, try to surpass them with other differences, or use one of the strategies described in our article

3. Marketing

Marketing is a huge topic for analysis. For 100% you definitely will not study it. This is due to the fact that you never know exactly where the budget is directed from a competitor.

Nevertheless, marketing is the front door of a business, and the client will go to you or to them depending on how correctly packaged and shaped it is.

3.1. Basic marketing

The first marketing analysis of competitors should begin by examining the foundation of their approach.

You need to understand how they serve themselves and “how they breathe.” In other words, you are analyzing.

Even if it does not appear at first glance, you still need to understand at least what they are going to. After all, we must remember that analysis gives vision not only tactical, but also strategic.

These are the 5 sides that we primarily focus on after competitors' strategies.

For the rest, there is no point in continuing, since the topic is obvious and does not require disclosure.

But if I’m wrong, then you can write a comment under this article and we will help you in identifying issues regarding the basic marketing of your competitors.

And all this is completely free, because we do not take money for small tips. This is our investment in you for the future.

3.2. Customer acquisition

We had a client, whose competitor was taking customers directly from under his nose.

He did not exceed his budget, he went around his mind. Namely, he was always one step taller than our client.

Need a marketing analysis?

Order it with us

Strategy
   advancement

Differences from
   competitors

Types of customers and their
   election criteria

Dynamics and
   market trends

And a huge amount of other information

3.3. Customer Retention, Monetization, and Returns

The most beloved part of the business of all entrepreneurs is customer acquisition. In 7 out of 10 cases, during consultations we hear the question: “Where to get new customers?”.

It seems that the light came together in a wedge on them. And this erroneous opinion wanders from year to year.

But in vain, you can increase the company's capitalization without attracting customers. To do this, you just need to work correctly with the customer base.

And most likely your competitors do not miss this opportunity and use everything to the fullest.

Therefore, you need to study all possible additional actions in the field of marketing of your colleagues in the workshop. As usual, I provide you with the basic list of zones for analysis:

1. SMS sending;
2. Extra gifts.

This item should turn out to be the most voluminous for you, since it includes all marketing activities that are aimed at customers.

And since marketing includes more than 5,000 tools among them, I assume that you can’t find everything.

Nevertheless, you need to go through all the main ones and identify what is good in their marketing.

4. Sales

Marketing is just a tool to attract customers and strengthen their desire to buy. Everything else in the classic business is done by people and sales tools.

Therefore, you need to know everything about sales in a competitor's company. Moreover, like marketing, this part is roughly divided into several parts.

4.1 People

For a business, it’s very bad when customers work with people, not with the company. But from the point of view of analysis, you need to approach from this perspective.

To really see what exactly is in employees, that consumers work with them, and not just with us. Here the list of items analyzed can be as follows:

1. Positions
2. Regalia;
3. Personal qualities;
4. Appearance;
5. Manner of communication;
6. Education.

You need to learn all about their team. It is possible that their entire business rests on people.

For example, because they have specialists with very famous names. For you, this means that if you do not strengthen yourself with no less famous people, you will have to sweat in the struggle for a place in the sun.

4.2 Sales Tools

In paragraph 3.3, we looked at tools that also help sell to employees.

But here we will talk about something else. In marketing, these are tools that directly contact customers, and in this case we are talking about actions and materials that operate only within the company and the client does not see them.

In simple terms, I will call it “audit of the sales department”, in the most classical sense of the phrase.

You study everything that makes their sales managers as efficient and motivated as possible. I recommend starting with the following points:

1. Reports;

Only sales scripts you can evaluate without problems. It is practically impossible to study the rest without a mishandled Cossack, a Trojan horse, or other tricky ways to infiltrate the enemy rear.

You simply will not be allowed inside the company, and the answer to the question “Why?” Is pretty obvious - “Because.”

But if you really want to, you can fly into space and get this information. Proudly said, tested on our customers.

5. Conditions and business processes

When you know everything about product, marketing and sales, then you literally miss the last part of the mosaic, these are their conditions and business processes.

In part, you will get this information when studying the previous parts of the business, but here again (or again) you need to look at the whole thing from a different perspective.

Examine their logistics, study their production, study their ability to provide deferrals, installments, products for sale.

You need to study all their working conditions from a needle to a rope. Although some of them are not so important for the client, but if the company does this (especially one that is better than us), then it understands why it needs it.

The most obvious way to study the conditions and business processes is to go the entire way of the client from A to Z, from the call to the purchase, and even better, to return / refuse the product, if possible.

And you must be the most meticulous client to be fully served and you see all parts of the business.

This way you can understand how to improve your working conditions. For example, you will introduce faster delivery than theirs, or introduce interest-free installments for 24 months, when everyone has 12.

And also you can improve your business processes to achieve differences from them (this is one of the ways to differentiate), or increase efficiency, or reduce costs.

Study method

In the modern world, there are dozens of methods to conduct a competitive market analysis.

There are even those that are held for several months. We will study the simplest, and at the same time the most effective, methods of competitor analysis for ordinary classical business.

Complex and voluminous processes leave us, because this also needs to be learned. For one article, besides without a mentor, it is very difficult to do this.

Bad news.  In the framework of this article, we will not be able to examine in detail all the methods of analyzing the market of competitors, since each of them will take more than one thousand words.

Therefore, we will analyze the concept, and if you are interested in one of them, then read more in other articles.

1. Comparative analysis

The simplest and largest (in terms of page size) way of analyzing the competitive environment.

You determine the evaluation criteria (and based on the text above, you understand that there are hundreds of them) and use them to compare yourself with each competitor in the form of a table or graph.

You can rate it on a “Yes / No”, “Yes / No” basis or in a numerical value from 1 to 10. I prefer the second option, as it is more transparent.

The main disadvantage of this method is that some aspects of the business cannot be objectively assessed by categorical or digital criteria.

Also, you can only evaluate the current situation in the moment, and not see what could happen next, what threats and risks could be. And you also need to know this, since you plan to work clearly for more than one year.

Comparative competitive analysis can be carried out both within the entire company and within the framework of a specific tool in order to obtain the most reliable information.

But at the same time, it will take several times longer, maybe even tens of times, so set your priorities correctly.

2. SWOT analysis

The most popular method of market analysis and main competitors. A classic of the genre among analyzes, which is still taught at institutes.

Its meaning is that you compare yourself with a particular competitor in 4 parts: strengths, weaknesses, threats and opportunities.

These four parts are divided into external and internal. This method already sees a wider picture for the future.

Yandex and Sberbank open an online store

Sberbank and Yandex have launched a beta version of the Beru online store, reports RBC with reference to the press service of Yandex.

The new store was launched the other day, I would like to wish it to enter the masses and be in demand, it will be necessary to spend a lot of energy, effort, budgets for promotion. I like Ozone.ru, it has proved itself better than others today. Can Beru.ru become as cool as Ozone? We show the time. While they will experiment with the commodity grid, look for their niche, they have everything for this. I noticed that delivery is free if the order is from 3,500 rubles, I have free delivery today or I can pick up the goods in a convenient place for myself. It is clear that Beru.ru can be paid online, but is it convenient to pick up the goods and where? While this is not clear! I hope within a month they will open points of issue and launch a convenient customer loyalty system. Yandex has the best service and a team that can surely create the best store in Runet and beyond.

In my opinion, after such cooperation, a good online store may turn out, because Yandex has no problems with technology, and Sberbank has no problems with money. But this can greatly impact the business of other online stores in Russia and greatly change the e-commerce industry in general.

At present, the project knows quite a bit, although they have already dubbed it "Russian Amazon’s." Earlier, in August 2017, Sberbank and Yandex already announced plans to create a joint marketplace. Then this project was estimated at 60 billion rubles. At the same time, Sberbank invested 30 billion rubles in the project. through the purchase of shares of Yandex.Market. The project is a joint marketplace called “Beru”, where currently about 25 thousand products are available in various categories, from children's goods, electronics and household appliances to goods for home and summer cottages and so on. It is assumed that in the next few years the number of commodity items is planned to expand to a million. The resource is currently undergoing beta testing, but later it will have applications for the Android and iOS operating systems, as well as access directly through the marketplace website. For all users, the services will be available after the official launch, which is scheduled for autumn 2018, the release says. The press service of the company said that the turnover of "Beru" in five years should reach 500 billion rubles. On the website Beru.ru, which hosted a beta version of the marketplace, it is reported that the delivery of goods in Russia will be free when ordering from 3,500 rubles. The official launch of the service is scheduled for autumn 2018. After this, the companies intend to attract a partner from Russia or China.