An online store of the Bosco Sport brand will be launched at boscosport.ru in mid-September - so far in test mode. As explained to Vedomosti in the Bosco group, on the one hand, this will help meet the demand for the brand's clothing in the regions, especially where there are no retail stores, on the other hand, it will help in the fight against counterfeit goods. Since the beginning of 2011, sites have appeared on the network selling fakes for Bosco Sport, and not cheaper than the original manufacturer.
Until recently, the founder of Bosco, Mikhail Kusnirovich, was in no hurry to bring his stores online, claiming that he was "conservative with regard to Internet sales." But for premium retailers, an online platform is a good way to convert an Internet audience into buyers, says Oscar Hartmann, creator and main owner of the online sales service KupiVIP.ru, to Vedomosti. "Very often a person chooses an item online, and makes a purchase in a regular store," says the expert. "We see how the surge in website traffic is followed by an increase in sales in the offline store." Hartmann estimates the potential of the Internet trade itself for luxury brands to be within 10% of the turnover.
Oskar Hartmann has experience: in April his company "Privat Trade E-Commerce" launched an online store of the TSUM trading house. The press service of TsUM told Vedomosti that the results exceeded expectations: in three months shop.tsum.ru had a client base of 3000 people. Of these, only 5% had loyalty cards for a Moscow store, that is, almost all the rest became an absolutely new audience for TSUM. In addition, the geography of purchases is noticeably expanding, for example, due to very active customers in the North Caucasus, said the representative of TsUM.
As for the Bosco Sport online store, prices will be set 10% lower than in offline stores. Bosco expects to reach young people using the Internet, since in ordinary stores the average age of customers is 30-35 years. For the time being, the delivery of goods will be carried out only in Russia, however, Bosco is counting on a surge in interest in Russian sportswear on the eve of the Olympics in London and Sochi, therefore they are developing a mechanism for delivering an order abroad.