The penetration of mobile Internet into all spheres of
human activity, accelerated further due to the COVID-19
pandemic, is driving the evolution of our business model.
Household appliances and electronics remains a special
category of products for which most consumers tend
to use both online channels and brick-and-mortar
stores. Only 12% of shoppers looking to buy CE products
visit brick-and-mortar stores exclusively without
checking websites or using apps.
Even amid the pandemic, the share of online shoppers
who do not have any direct contact with stores, is 15%.
In order to satisfy the needs of customers, vendors and partners alike,
we are developing a hybrid business model based on a combination of our
leading online business, our extensive network of stores and our strong
logistics infrastructure. Our websites, mobile apps and brick-and-mortar
stores, brought together on the OneRetail platform (see p. 12), complement
one another and greatly enrich the customer experience. As a result, the
Group is creating important competitive advantages over exclusively online
players and traditional retailers.
1 According to the study of consumer behavior in the market of Household Appliances and Elect ronics, conduct ed by IRC LLC
in 16 cities with a population of more than 500 thousand people. Base: buyers who made a purchase on the CE market in the last
six months, men and women, aged 18-55. Data was collect ed between March and November 2020.
TWO LEADING BRANDS
All customer segments, resilience in the face of changing
consumer behaviour, and the flexibility to expand our
Our business relies on two leading retail brands—M.Video and Eldorado—
both enjoying almost absolute prompted brand awareness among Russian
The dual brand strategy provides access to the widest possible customer
base, the flexibility to react to changes in market trends and the strength
of a developed retail network. For both brands, online infrastructure
and retail network management are provided by a unified IT system and
combined back office. In order to ensure the most effective implementation
of this approach, we aim to maximize the digitalization of business
processes at customer interaction points and in all key business functions,
including logistics, marketing and assortment management.
WIDE ASSORTMENT, INCL. EXCLUSIVE AND PREMIUM
HIGHLY PERSONALIZED EXPERIENCE FOR TECH-SAVVY
ACCESSIBLE PRODUCTS SUPPORTED BY DEVELOPMENT
OF PRIVATE LABEL AND SOLUTIONS FOR EVERYDAY USE
BEST PRICE GUARANTEE
PROXIMITY TO CUSTOMER
OPPORTUNITY TO EXPERIMENT WITH NON-CE ASSORTMENT
INTEGRATED RETAIL PLATFORM,
UNIFIED LOGISTICS AND
Full market coverage, better shopping experience,
efficient business scaling.
919 million visits in 2020
7.8 million downloads
Sales consultant app
Wide and high-quality assortment of 75,000 SKUs (incl. 11,000 exclusive SKUs)
Endless shelf and marketplace
Comparison tools and product
Data on delivery status and
Offline experience in the
online space: digitally assisted
consultations with sales
Additional services: сredit
platform, insurance and more
Technological innovation and
Convenient exchange and
Product storage (covering 46%
of inventory) and expansion of
Online experience in the offline
space: store consultant’s
Large-scale IT platform
Own Data Science Center
Developed storage and delivery infrastructure
≈1 million sq. m. of warehouse space, incl. 540 thousand sq. m
We distinguish the three main stages of the OneRetail customer journey.
The customer begins their shopping experience on the mobile app, website
or at a store by
searching for and choosing
an item (the Discovery & Choice
stage). Once a selection is made, they proceed to
make their purchase
(the Transaction stage) and then
receive their goods
by means of delivery
or pickup (the Fulfillment stage).
At each of these stages, we strive to provide the best customer experience
possible, satisfying the shopper’s needs by offering a wide selection of
products, the best value and complete convenience for every transaction.
This, in turn, increases customer loyalty and encourages them to return
more frequently and to recommend the Group’s brands to other potential
1. Discovery & Choice
Access to a wide assortment of goods via the endless shelf online
catalogue and the inventory of marketplace merchants;
Powerful AI-based instruments for personalized service;
Sales consultants available anywhere, at any time, online and offline.
The best price offer based on the client’s history with the Group’s
brands and personal bonuses;
A convenient purchase process and a wide range of payment
methods, including contactless payment at stores;
Available financing, including through online lending.
For 60% of the population, 85% of total online orders will be
delivered within 24 hours;
34% of GMV is ready for pickup or dispatch 15 minutes after an
order is placed;
A range of delivery methods, including express delivery by taxi;
Ample opportunities for customer pickup thanks to an extensive
network of stores and partner pickup points.
The OneRetail platform creates value not only for customers but also for
the Group’s vendors and merchants. In the face of increasing competition
for shoppers’ attention, it is becoming progressively more important that
vendors use the most effective means available to inform customers about
their products and services. This factor is especially important when it
comes to consumer electronics, as customers prefer not only to see the
product but also to hold it in their hands and test it out before buying.
That is precisely why the Group’s ability to demonstrate appliances and
electronics both online and on store shelves, as well as the wide range of
expert customer support tools available, are so important for suppliers and
merchants. This makes working with the Group an increasingly interesting
proposition for them.
Thus, the OneRetail platform connects buyers and suppliers in a single retail
space, creating a mechanism in which the close involvement of vendors and
partners helps increase customer loyalty and the size of the business:
The unique online and in-store customer experience increases
customer loyalty and inflows of orders.
The growing base of loyal customers and wide range of
opportunities to promote goods online and in stores makes
vendors more interested in cooperation.
Vendor involvement ensures a wide assortment of 75 thousand
SKUs, featuring a high proportion of exclusive items and excellent
prices, which also helps increase customer numbers.
A HYBRID BUSINESS MODEL
AND THE ONERETAIL PLATFORM
ENSURE CUSTOMER LOYALTY
AND ATTRACT SUPPLIERS
Conversion rate 2020 (%)
Conversion rate 2020 (%)
Average check and units per
transaction 2020 (RUB)