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Founded in 1993, M.video is the leading consumer electronics and home appliances retail chain in Russia, and also one of the largest retailers of consumer electronics in Europe.
The company is the first in Russia to adopt an omnichannel retail strategy. M.video offers more than 20,000 items, available on the company’s website and in the retail chain.

M.video’s marketers were looking to evaluate the impact online channels have on offline sales. This would allow them to more accurately calculate the return on advertising investments and build a better marketing strategy based on the complete data.
Another task was to improve the online experience of the customers, by discovering the reasons why they choose to buy in offline stores after visiting the website.