Pavel Krasavtsev, iBrush – about where the market of solutions e-commerce and why on it becomes closer moves

Pavel Krasavtsev: There are different e-commerce projects. One can be very simple: behind online store there is literally one person – the owner, the programmer and the manager in one person. If to it the website portfolio suffices, then for these purposes really there is a wide choice of ready IT solutions. On other pole - the big company, for example, Lamoda or a trade marketplace like "Beru!" or Goods.ru. In fact, it is online store, however, at the companies of such scale, as a rule, the level of own competences of IT development, marketing, the analytics has more, than in any digital-agency in the market. For such companies, by the way, we act as external contractors when they need to attract quickly resources, for example, to scaling of the project or start of the new direction. But our main segment – golden mean between these poles: the companies which already started the project of e-commerce and were faced the need of professional support and its development.

Pavel Krasavtsev: Yes. To some types of business of simple enough very information system which can represent the boxed solution – a set of the modules ready to integration. Let's tell, the website of an object of the residential real estate is very simple solution because the task does not mean a set of variations of the user scenarios. In fact, it there one: the person visited the website, studied information on the apartment and at best made target action – left the request for a conversation with the manager by phone.

Another matter online store or e-commerce project. Here users are directly involved in process of purchase and make a number of actions to achieve some result. It including causes rapid growth of business needs for automation of the range of goods, the centralized data storage in Enterprise resource planning, centralized operation by a remaining balance, etc. Everything becomes complicated if we speak about business from an offline component where omnichannel is implemented. All online and offline channels should complement each other and work for achievement of the uniform purpose. Crucially, that development of e-commerce of the project was integrated with marketing which knows all subtleties and features of the audience. Purchase process, for example, of difficult home appliances, rather long, and the visitor often comes not to buy, and to look at the range, to compare offers, etc. It should give these opportunities here and now, but at the same time in the long term to lead to purchase of goods in this shop. Here huge and, perhaps, a key role is played by deep and competent analytics: internal and from the digital-agency. It is necessary to know specifics of work of internet marketing correctly to integrate all this into business solution.

Pavel Krasavtsev: The large companies product analytics usually leave on the party, it, in fact, "heart" of their business. But there is one more component – service. Actually it is nearly only thing which allows to be selected against the background of competitors today. For example, service offline is a soft sofa in shop, a coffee cup, good repair in the showroom, correctly dressed personnel which are skillfully keeping up the conversation with the client. In case of online business the concept of service purchases important additional aspects, for example, a chat for instant communications with the manager, SMS c a reminder on delivery time of the order, a contact information of the courier. It is convenient to the buyer, as in an easy chair of offline salon. He knows that he will be exactly as it was stipulated in the conditions of the order: the courier will appear precisely in due time, will deliver what is necessary, and will warn about time of the arrival in advance. By the way, service promptly turns today into the separate e-commerce format. Examples: the booking website or delivery of food on a subscription. In 2019 we started already several such products and we see how new services of e-commerce begin to change a usual consumption pattern of food.

Pavel Krasavtsev: The classical consumption pattern of the person means that he goes to shop, buys products there and then something does with them in kitchen. And today there are e-commerce format fudtekh-startups which give us the chance not to visit shops. They provide for us logistics of products in the refrigerator. It is important that it is not fast food, but full-fledged healthy food. For example, " Yandex.chief " or the House Dinner project which we developed: home bring a box, and in it all ingredients in the necessary quantity plus the recipe of preparation are accurately laid. At the same time it is possible to subscribe on regular delivery and to close a question with visits of shop in principle. In addition to ordering process we developed and implemented at once several programs of loyalty which allowed to attract and hold clients.

In general, services – this fertile field for use of all that set of knowledge, experience of analytics and interaction with marketing which are saved up in the agency. For example competently to solve problems of omnichannel on delivery of the order, it is necessary not only to show to the client where now there is a courier with the order, but also to give the chance at any time to it to call. And there is more to come. It is important that the courier saw not only the phone number calling, but also his name, the order, the address, etc. Only in this case it will turn out to offer the buyer that soft sofa which was mentioned earlier, from which he will not want to get up.

Pavel Krasavtsev: It happens seldom. If the customer asks to build all service, all projects and all turnkey products from scratch as at large projects of e-commerce, then it is a bad omen. He says that people do not imagine the amount of works and investments. Also do not understand that projects which they imitated were under construction gradually, on a brick not one year. I think, I will not be mistaken if I tell that it is almost impossible to make the second Lamoda project from scratch now.

Pavel Krasavtsev: There is such important concept MVP (Minimum Viable Product) - a prototype with the minimum functionality. It means that we understand that we start in the long term a certain big project, but our first-priority purpose – as soon as possible to provide start, and, respectively, as soon as possible to begin to get profit. And further already gradually to improve and optimize the project. Therefore Lamoda in the first year to become it will definitely not turn out.

Pavel Krasavtsev: The matter is that people participate in processes. Even if to try to repeat precisely the same processes, but with other people, both in operational management, and in staff of contractors, they will equally not work. Every time a system should be built again - under each command, under each management. Difficult uncommon business processes are strongly started on specific people under whom a system was developed initially.

Pavel Krasavtsev: It seems that so. It is also that feature which does not allow to take and copy services and IT solutions to implement them in other place. Actually product command and marketing within such project should remain inside, and we from the agency interact with them, solving for them problems of design, analytics, creation of the corresponding IT systems.

Pay attention that there are no new big companies created from scratch. The largest companies, as a rule, grew from small. Of course, there are such projects as "Beru!" or Goods.ru. But it is another story. These projects were under construction at capacities and resources of large players, making use of their experience and resources.

Whether it is possible to create the large project e-commerce quickly and cheap because there all in electronic form? No, it is impossible. Only expensively and long. It is necessary to put years on development and to be to it ready. On start it is worth starting a small product and to try to become the best even if in a small product. There is such excellent phrase: it is possible to be big, remaining small. She well approaches this situation.

Pavel Krasavtsev: I will tell on the example of the House Dinner fudtekh-project on which we worked. In the beginning founders had an idea and great desire to construct business which will make preparation of dishes of the house pleasant and convenient. They made the simple website, began to build processes, gradually covered dormitory areas of Moscow, expanded and improved production. And when reached the level of stable high sales, got good base of regular customers, the self-made website became the weakest link in this business chain. It turned out that almost in all respects they were ready to enter competitive fight with the large companies, but the level of an online service did not allow to make it: the website did not correspond to the stated service quality level at all.

And here at this moment we lend them a shoulder. They perfectly understand how to store and process products, and we understand how to inform of all this the client. We analyze customer journey ("the user way") and we find out what questions arise at users what questions are and as they can be closed effectively, we study competitors and the accumulated user experience.

And further we begin to collect the project on cubes: product, interfaces, design of the project. It is a lot of work which includes a set of the stages following in a certain order. It is no secret that in case several similar offers are presented at the market, the buyer will vote the money for convenience. And it is more convenient with that at whom service is better. This our field: create the most comfortable and attractive services.

Pavel Krasavtsev: There is good news. Depending on business scales, a part of services is taken out out of its limits to partners, for example, on the party of acquiring of bank or cloud online cash desk. As a result all payment transactions are broadcast on the protected protocol with observance of all security measures.

With DDoS attacks situation approximately same. And, till any moment of the company do not think of it at all because they are interesting to nobody. And when they become interesting (most often DDoS attack is a marketing mix of the competitor), the problem is solved also with participation of external partners. The corresponding products and services are in the market, it becomes rather easily.

Pavel Krasavtsev: Of course. Our value - in examination and experience. For example, we know what service of online payment to advise the client that it as much as possible considered his requirements and offered good terms. We know how to carry out Internet payments that it corresponded to all federal laws on online payments. In fact, there are two ways: most to become the expert in all these questions or to address professionals who was able and packagings of its e-commerce of a system will qualitatively resolve an issue. The second way, of course, upon will bring bigger result and as a result will pay for itself.

Pavel Krasavtsev: Pricing in our market – a thing in itself interesting. The matter is that an input threshold on the market very low. Two students can quite announce themselves "web studio" and execute projects in intervals between occupations. That is why it is possible to find the contractor for the project of online store and for 50 thousand rubles, and for 500 thousand, and 50 million rubles. Only at the exit I will be absolutely different products. For example, can just issue access to the website and a parting word: and now fill bases. How it – "fill?", we have a nomenclature - 10 thousand goods? It appears, other project – integration with the ERP system is for this purpose necessary … Etc.

The stereotypes meet at the large companies with serious offline business which decided to develop the online project-. For example, they can believe seriously that big costs for shop in the center of Moscow are connected only with the high cost of lease of floor spaces, and online there is no it. Here occasionally there is a demolition of psychological stereotypes: if the online store is considered as the general direction of business development, so it is necessary and to treat it respectively. And to move to this on-line future gradually, competently laying own route in space of trends, competently investing in this future.

Pavel Krasavtsev: Yes, of course. It is impossible to create a huge resource at once. Not only because it means the corresponding investments. He will lose the relevance even during development because the market changes much quicker. The most effective scenario – the step-by-step movement: start on each step the small MVP versions, the most necessary for earnings, for ensuring competitiveness. It does the project the most flexible, capable to change according to relevant needs of audience and also allows to finance the project in strict accordance with the expected result.

Pavel Krasavtsev: Integration is one of key blocks of the e-commerce system. Business which reached good level is penetrated by the idea of integration. Complexity here that in general at stable business more or less standard business models form. However they are always improved taking into account special requirements to technological effectiveness of different subsystems, and a certain internal IT architecture as a result forms. We in the course of work with the client interact with it, and our task – to make this integration the most transparent, the client, convenient and effective for business.

For example, integration of digital exchanges with CRM systems: the manager knows that he for the person calls by telephone, what history of interaction at it with the company. Or omnichannel services for which seamless integration of all communication channels with the client is necessary (mobile application, the website of online store, a personal account, etc.). Then the person can begin a conversation with the manager by phone, and continue communication in the messenger or in mobile application. If there is a digital avatar, then and it will be integrated into the IT system.

Pavel Krasavtsev: Happen. I will give an example. Our client Stylish Kitchens company delivered a business challenge – to leave using online services in a mass segment, new to herself – modular kitchens. The feature of service is that on the website it is possible to set all parameters of kitchen, to select suitable model, to pick up home appliances – in fact, to purchase turnkey kitchen on the website. However, payment is made after the real measurer, having visited the apartment of the customer, verifies the order. And further this order arrives directly on production - it is huge workshop where smart industrial robots work. So we from our website transfer data to an internal system of the company in the type ready for production. It is the unique project - the e-commerce system integrated with robotic production. And it is a part of e-commerce too: it is impossible to make good external service without excellent internal.

Pavel Krasavtsev: Yes, and it already gradually comes to our life. Let's tell, in glasses shops and women's cosmetics it is possible to undergo the digitizations procedure of the person and to see on the screen as this or that glasses model or lipstick looks on the person. The Lamoda online store started a product such: it is possible, selecting shoes, on the screen of phone to see how they look standing.

The big problem of online retail is that it is via the Internet very difficult to purchase clothes which will ideally sit on a figure. The advanced marketplaces solve this problem at the expense of incredibly cool service: give the chance to refuse any ordered thing and implicitly return money. But it is a compulsory measure which requires huge costs for logistics, and so far it is the only way to hold the leader's positions in the niche – the companies of the smaller size such costs just are not able to afford. From this point of view, augmented reality is not "bow" on products, and a real method to increase quality of service. Such projects at us already appear though not really there is a lot of them.

Pavel Krasavtsev: Case is a little in another. Actually trends of marketing are not always synchronized with technical progress. The same augmented rReality glasses about which speak for a long time were extremely sad show, in terms of technical implementation several years ago - graphics of level of the last century. You look at the world through such points and you do not understand how it can be integrated into the modern world where all got used to absolutely other product quality effectively. Recently the situation became much better. There were interesting projects with augmented reality, in particular, for selection of furniture to the apartment: you look at the room via the camera of the smartphone and you see how there the sofa fits in. However, it not always fully works: occasionally depending on phone provision the perspective incorrectly is calculated, and the sofa goes to a wall. But it is time technical discrepancies which precisely will be overcome soon.

I think, nearby that time when really there is a digitized version of itself in digital-space. This digital avatar which will function approximately the same as now the electronic signature – via the USB stick: connected a flash drive or loaded the avatar into the database on any online store of clothes, and at once you see how this or that model will look on you.

Pavel Krasavtsev: Yes, it will be really cool! True augmented reality. And then to add voice actuation to this service: "and now resemble, jump, popriseday". And, by the way, this direction will find excellent application and offline. Let's call this digital-zerkalo service: the person comes into salon of optics, the digital mirror reads out his face, and a smart recommendatory system on the basis of Big Data about the purchases made by different people with different features of the person offers certain models – puts on glasses to the digital image. To the person it is necessary or to reject the offer, or "put in a basket", i.e. ask to earn these points and try on them physically. It is that marvelous new world in which all of us should live shortly.

Pavel Krasavtsev: In terms of technologies, quite realizable. But someone should collect these technologies in a uniform product. There has to be some anchor client who is ready to enclose serious investments into implementation – and it is actually research and development - disruptive service of such level.

Pavel Krasavtsev: I think that the centralization trend is of great importance for our market. Emergence of the marketplaces created by very large market players can become threat for small players. Independent trade enterprises can not sustain service fight. Marketplaces set rather strict requirements to participants of marketplace on customer service, delivery, payment methods, etc. On the one hand, it disciplines the market. On the other hand, inevitably washes away from the market the small enterprises with unique products. But decrease in healthy competition, unfortunately, generates simple standard products. And, from the third party, competition opportunities in respect of service at us are still not exhausted – I tell it to you as the person who just made moving to new office, - without any augmented reality still to work and work only on convenience and efficiency of services. The psychology of consumption is arranged so that very often we need something here and now, but not all online stores correspond to this requirement.

I think that the main trend and is in that that players of the e-commerce market will aim to overcome the existing service barriers, they bring people in many cases in offline - retail.