The inner world of

In November, on - site training was organized for students of the specialization "Management in the field of Internet technologies" in the logistics center of the online store , which is located in Tver. The PR-director of the company Mikhail Yatkovsky spoke about the features of the organization and the specifics of this business. is the largest Russian online store offering books, cinema and music products, electronics, photo equipment and mobile phones, software products and multimedia games and much more. The online store was opened in 1998 and is one of the first domestic large-scale projects in e-commerce. At its origins was a group of enthusiasts of science fiction and fantasy from St. Petersburg, which created a special online resource for exchanging impressions of your favorite literary genres and new books. Along with the discussion of books, panelists were actively interested in where these books can be purchased. So the idea was born of opening an online store that would use the created electronic bibliographic catalog, and in which it would be possible to purchase the books under discussion.

“If we are talking about online stores, we mean the so-called remote sales, that is, such sales when the buyer does not see the goods. The first type of distance selling is mail catalogs, which became widespread after the Second World War. Gradually, the practice of ordering by phone appeared, and only in the early 90s began to spread trade through the Internet. I must say that potential buyers still have a psychological distrust of distance trading, ”says Mikhail Yatkovsky.

Talking about the methods of payment for goods purchased through the Internet, the PR Director spoke about the problems that exist in the Russian market.

“Around the world, more than 90 percent of e-commerce is paid using bank cards or payment systems. In Russia, one has to face a very high percentage of collection. Representatives of the online store are in a panic from this situation in the Russian market. ”

Mikhail Yatkovsky emphasized that initially the project was unprofitable.

“At some point, a conflict arose between as a selling business and as a content project. Initially, the project was unprofitable - only business brought money, not content. The shareholders decided that the project should bring business, and in 2001 reforms began - the structure of was formed. Then we faced various problems due to the fact that there were more and more requests. By the way, in 2003 our service ceased to function if visitors simultaneously made three requests. As a result, a new company website was created. ”

Recently, there has been an increase in confidence in online purchases. “Now the credibility of online stores is growing, people are using this service more and more. The bulk of orders diverge in Moscow - about 65 percent of all our customers are concentrated here, and 14 percent of customers account for St. Petersburg. There are practically no orders from abroad, because in this case there are difficulties with delivery, ”said Yatkovsky.

The PR-director of also talked about how the work of the company's logistics center in Tver was organized.

“More than 400 people work in a warehouse in Tver. The work is carried out in two shifts, and from next year we plan to organize work in three shifts, that is, add a night shift to the two existing ones.

If we talk about the value of our employees, then the IT service stands apart here, this is our gold fund. The loss of even one employee from this department is very significant, so the company's management is doing everything possible so that these people do not leave. "

During the lesson, Mikhail Yatkovsky spoke about the structure of the leading Russian online store.

“Like any enterprise, consists of several departments.

• Logistics Department - deals with the control of traffic flows both inbound and outbound, and works with delivery services.

• Product Description Department - the employees of this department make a description of the products presented in the store, accompany them with photographs, and also edit the corresponding pages of the site.

• Department of collecting orders - carries out a set of goods according to the established order form, which indicates the names of products needed by the client.

• Control department - monitors the work of the order collection department, verifies the compliance of the actual product with the one ordered by the store customer.

• Packaging Department - is engaged in packaging products.

• Technical Support Department - is responsible for working with hardware.

• Design Department - Ensures that the site has an external graphic unity.

• Marketing department - engaged in contextual and online advertising, conducts combined advertising campaigns, including offline. It is worth noting that the price of attracting a client in the online sphere is about 9-12 dollars.

• Analytics department - is responsible for the analysis of visitor behavior, monitors registration records, compiles a database of clients. It should be noted that we have a Top-4 service - based on an analysis of his behavior, the user is recommended any four products.

• Assortment department - is responsible for the range of products provided, as well as for the pricing policy of the company. By the way, now on our website about 380 thousand items of various kinds of products are presented.

• Purchasing department - is engaged in the procurement of goods, which are ordered by the assortment department.

I think it makes no sense to talk about what the legal department and accounting are doing - everything is clear here, ”Yatkovsky says.

During the lesson, the PR director of the online store answered questions of interest to the audience.

- Is it fair to say that goods on the Internet should be cheaper?
- If you work in strict accordance with the law, then the prices on the Internet and in the offline market will be approximately the same. A product on the Internet cannot cost 30 percent cheaper than in a regular store, because we have costs that they don’t have.

- How many copies of books do you purchase?
- As a rule, from three to five copies, but there are exceptions. For example, we purchased the last Harry Potter book in the amount of 5 thousand copies, and it sold out instantly. Periodically, the system calculates how many books you need to buy. We buy books again, gradually the demand for them falls, the system senses this and reduces its performance.

- Is opening of online stores at offline retailers sensitive for you?
- For us to feel this on ourselves, a lot of time must pass. You need to understand that these are completely different types of business. Offline retailers simply do not have enough experience in the field of online trading.