Magnet Darkstore

2022

Darkstore growth to 31 points

On January 12, 2023, Magnit announced that in 2022 it had opened 11 darksters - warehouse stores for assembling online orders. The total number of darkstores at the end of the year increased to 31 points, of which 29 are in Moscow, two more in St. Petersburg. Objects of this format are primarily focused on their own online service "Magnit Delivery."

The expansion of infrastructure for its own delivery will allow the retailer to qualitatively meet the growing demand in the online segment, cover about 250 physical stores in the capital and the region with the service and reduce express delivery time in the region by 15 minutes.

The metropolitan area is one of the key to the development of online commerce retail network. Due to the launch of stores without buyers, the company offers customers an assortment expanded in comparison with stores at home, including the positions of the "average +" segment, increases the efficiency of assembling orders while reducing operating costs.

The average area of ​ ​ one darkstore is 300 square meters. m, the assortment has almost 7,000 positions. The number of orders processed in darkstorms increased by 60% compared to the beginning of 2022.

In 2023, Magnit will continue to expand its network of darksters. At the same time, all objects will now be opened taking into account the direction that the retailer is developing - food sharing: in darkstorms, areas for sorting products with an expiring shelf life will be provided for further transfer to those in need.

In addition to development in Moscow and the region, Magnit is actively scaling its own online delivery in the regions. As of January 2023, more than 70% of the revenue of all e-commerce services of the company is generated outside Moscow and St. Petersburg. In 2022, the retailer connected 1,550 stores to Magnit Delivery, now the service covers 2,000 points of various formats in 57 regions of Russia. The average check of the user "Magnit Delivery" is 1,450 rubles - 20% higher than in general in online channels. The main format for online shopping is convenience stores, which account for more than half of all orders.

Development in the regions is a very promising direction for us, where there is a new audience and buyers are trying various services. We will continue to expand geographically, while improving the service economy while maintaining the quality of supply and service. At the same time, delivery in Moscow and St. Petersburg has already become commonplace, here there are higher requirements for the quality of the service and assortment, and in order to satisfy these requests, we continue to open darkstores in the capitals. said Evgeny Nikolaev, director of sales and marketing in e-commerce of the Magnit retail chain.

As of January 2023, Magnit is developing a number of online delivery projects - both independently (Magnit Delivery) and in cooperation with partners (together with the services of Sberbank Market, Yandex.Eda, Delivery Club, etc.). At the end of the third quarter of 2022, e-commerce services covered over 11,300 offline stores in 66 regions and 494 settlements.

Launch of the first two darkstores in St. Petersburg

On April 14, 2022, Magnit announced the launch in St. Petersburg of two darkstores focused on express delivery within one hour. Specialized stores for processing online orders serve Nevsky, Frunzensky and Moskovsky districts. The opening of points will allow the company to offer online customers a wider and attractive range, improve the efficiency and quality of order assembly while reducing operating costs.

Source: traid24.com

The average area of ​ ​ a store without customers is 400 square meters. m, the points are not tied to locations with high traffic, which significantly reduces the rental value compared to the usual store. The design of the facilities is minimized, only the most necessary trading equipment is installed inside, there are no partitions in the hall to speed up the processing of orders, and a video surveillance system has been introduced to control the quality of the assembly. Objects process orders of the company's own and partner online projects. Only Magnit employees and couriers of partner delivery services have access to the premises.

The assortment of one darkstore has an average of almost 7,000 items, while the selection of meat products, fruits and vegetables, groceries, dairy products, cooking, cosmetics, hygiene products and household chemicals has been expanded compared to offline points, and the "middle +" price segment has also been added.

"Darkstore launches in St. Petersburg will increase the speed and quality of assembly, increase the number of orders collected and provide the best customer service. We are pleased with the work of existing darsctors opened in Moscow, where the bulk of orders are generated by our own Magnit Delivery service. The average check of these stores is 20% higher than the average check of online orders from physical stores at home due to a more attractive offer, " noted Ksenia Pushkarskaya, operations director for e-commerce at Magnit retail chain

In total, Magnit has 22 darkstors: 20 in Moscow and 2 in St. Petersburg. Among the leading goods in the capital are dairy products, vegetables, fruits, meat gastronomy, groceries, poultry meat, cheeses, soft drinks. These categories make up almost 60% of the total order check from stores without customers. At the same time, customer preferences within categories differ from those of users ordering goods from familiar physical stores. Thus, customers of darkstores more often purchase dietary products, exotic fruits, mushrooms and washed vegetables, from dairy products they prefer yogurts, curds and cream, while kefir, sour cream and cheese are the leaders in delivery from offline stores. Also, chilled beef, steaks and minced turkey are more often ordered from darkstores, while chicken carcasses and chicken fillet are popular in orders from offline stores.

As of April 2022, Magnit is implementing a number of online delivery projects - its own and partner ones (express delivery, regular delivery, click & collect pharmacy assortment, cosmetics delivery). The total online turnover of goods (GMV) in 2021 amounted to 11.2 billion rubles. In the 4th quarter of 2021, the average number of orders per day was about 62,000, and on December 30, 2021, Magnit completed more than 100,000 orders. The average check for all online services amounted to about 1,074 rubles. with VAT, which is about 2.7 times higher than in stores near the house. The average check in Magnit's own delivery service amounted to 1,235 rubles. Magnit's e-commerce services cover over 4,490 offline stores and 20 darkstores in 64 regions and 301 settlements. The largest and fastest growing segment is express delivery.

2021: The start of the opening of Magnit Darkstor warehouse stores in Moscow, working only for online orders

On February 11, 2021, Magnit announced the opening of the first two warehouse stores operating only for online orders. The so-called dark stores are located in the north and east of Moscow and work for express delivery within one hour.

By the time of launch, these points are processing orders for Magnit's own delivery service, and later they will be connected to Delivery Club and Yandex.Eda services.

Pilot darkstors work in a mini-format, their area is 300 and 400 square meters. m. The assortment of 6-7 thousand items differs from ordinary stores "at home" "Magnit": it has added goods from the assortment of supermarkets and stores of the retailer's drogerie - decorative and care cosmetics, beauty and health products, fresh meat, soft cheeses, non-dairy soy drinks. The updated offer better meets the preferences of online buyers who purchase more goods and choose more expensive options than offline, the network noted.

Magnit began to open darkstores - warehouse stores that work only for online orders

Florian Jansen, Deputy General Director, Executive Director of the Magnit Network, says that in 2021 it is planned to open up to 20 darkstores in Moscow.

We see the high interest of our loyal offline customers in the online channel, as well as the influx of new audiences that did not buy at Magnit before. To meet the requests of this category of customers, we qualitatively adapt our offer online and consistently improve our customer experience, "he said (words are quoted by the Magnit press service).

Before the launch of Darkstors, the delivery of Magnit worked on the basis of its regular stores. Due to the new project, the retailer expects to ensure higher operational efficiency of delivery. By the beginning of January 2021, Magnit was already performing about 7,000 orders a day, the average check of its own delivery from the company was about 1600 rubles.^[1]

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