Department store "Tsvetnoy" launched a site in the cloud "CROC"

2023: Launch of the site in the cloud "CROC"

The conceptual department store of Moscow - "Tsvetnoy" - launched a site in the CROC Cloud, launched as part of the rebranding of the company. The CROC cloud platform provides it with security, resiliency, and availability during peak periods. As a result, the updated site during the rebranding remained operational with an increase in the number of unique visitors by 82%. CROC announced this on June 14, 2023.

The launch of a marketing campaign dedicated to the rebranding of Tsvetnoy meant a serious surge not only in traffic, but also in the registration of new users of the loyalty program on the department store website. The placement of CROC in the Cloud allowed the company to eliminate the risks of failures. The infrastructure deployed in three availability zones made it possible to scale resources during peak periods and thereby ensure stable operation of the site. According to the statistics of "Tsvetnoy," after the announcement of the rebranding, the site traffic increased 1.8 times.

To expand the functionality of the "Color" site and add new sections, it was necessary to increase the consumption of cloud resources by about 5 times compared to its previous version. Cloud CROC specialists provided the company with the necessary infrastructure capacity, and now the site has detailed information about all brands and corners, as well as an updated personal account of loyalty program participants. In addition, navigation through the department store with the ability to build a route, a calendar of events in the "Color" space and other content useful to customers appeared on it.

The rebranding of Tsvetnoy is a whole stage in the development of a department store with a 12-year history. Within the framework of the project, the official site not only became a continuation of the new identity of the company, but also transformed into a full-fledged online representative office of Tsvetnoy. CROC Cloud Services team ensured its uninterrupted operation and accessibility for visitors, which was especially important for maintaining and growing loyalty to our audience when getting acquainted with the updated department store website, "said Timur Zhirnov, director of the IT department of the Tsvetnoy department store.

The CROC cloud guarantees reliable storage of customer data registered in your personal account. Compliance with CROC Cloud services with international ISO/IEC standards and the availability of the FSTEC certificate confirm the highest (first) level of security of the cloud platform for processing any type of personal data.

In 2022, we saw that for 77% of large companies, one of the main requirements for choosing a cloud is ensuring availability. The reputation of the provider and its approach to working with customers are also extremely important. The capabilities of the CROC Cloud make it possible to ensure not only the uninterrupted operation of the official site of Tsvetnoy, but also its security. The assessment of the cloud platform, management and technical support of the CROC Cloud is 9.3 points out of 10, which clearly demonstrates the quality of the service we provide, "said Sergey Zinkevich, Director of Business Development at CROC Cloud Services.

Retail is adapting quickly to the new conditions. Companies are transforming, changing marketing strategies - we see increased work from large chains with loyal buyers, including through an increase in the average check. At the same time, research tells us that consumers are ready to switch from one service to another at the first negative experience or non-compliance with expectations. At the same time, the blow to the IT infrastructure due to the departure of Western vendors increased the risks for retailers in terms of trouble-free operation of their services - sites and applications. Migration to Russian independent solutions is becoming an important part of the IT strategies of the retail business to retain loyal customers, gain advantages over competitors, additional sales and overcome restrictions, "said Dmitry Smirnov, director of business development in retail and FMCG of CROC.