Context

By 2012, Ukrainian online retail was successfully developing and began to compete with offline stores in price, convenience, and assortment. The situation stimulated the launch of new websites and improvements on the part of existing ones, which then lead to further tightening of competition for the consumer. Factors of success were users’ knowledge of the site address and the ability to enter the URL without first contacting the search engines.

The quantitative parameter that was an indicator of success was the volumes of direct traffic.

 

At the time, Prom.ua was already the largest shopping center on the Ukrainian Internet, which provided the widest assortment of consumer and industrial goods and services. The site offered customers more than 2 million items and services from more than 190 thousand suppliers located all over Ukraine. However, consumers perceived it as a B2B site, with a purely industrial orientation. It became necessary to shape consumers’ perceptions of the web store as an attractive retail site with a broad scope of products and focused specifically on the retail buyer.

Solution

Almost all commercial online resources in communications used the category of price advantage, but usually consumers’ perceptions of a particular web store’s comparative affordability have been were formed long before they visit the site.  Competition in the category of price was further complicated by the fact that the distance for the consumer from one web store to another is much shorter than between offline outlets. In this case, the behavior of consumers in offline stores was different from the behavior when buying online: offline, the buyer is looking for where to buy a certain product; on the Internet it is the product itself that he types into the search engine.

 

Based on this, we proposed to focus on the variety of categories and the breadth of the range fn the site.

Effect

In the first month of the advertising campaign, direct traffic grew fivefold, and the number of pages visited by 3.5 times.