(Source: https://wpshopmart.com)

According to the data of the “Data Insight” research company, the e-commerce market in Russia has been growing for several years in a row. The sales on the Internet in the domestic Russian market amounted to 945 billion roubles in 2017, which is 17% more than during the previous year. According to forecasts, at the end of 2018 the increase in the volume of online trading will make up 18%.

Millenial Generation

The experts explain this forecast by the consumer preferences of the millennial generation, e.g. people born between 1980 and 2000. The representatives of generation have been using the Internet for most part of their life.

In order to communicate with brands, millennial generation representatives prefer to use correspondence rather than phone calls that were habitual for the previous generation. Moreover, if the consumer is unable to write to the company and receive advice, it is likely that he/she will refuse from purchase at all.

Omni-Channel

“Mango Telecom” company developing the services for business communications has published its statistics. If there is choice between a phone call and a message, up to 40% of consumers (the data vary, depending on the business sphere), will definitely prefer to contact the company by sending a text message in some situations. In order to fully satisfy the requests of such consumers, companies have to handle all types of appeals: calls, messages to the online consultants on the websites, messages in popular instant messengers and social networks, etc.

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Using the marketing language, this approach is called “omni-channel”. However, businesses only begin to introduce the omni-channel approach. “ContactBabel” company has conducted an international expert survey and found out that only 13% of managers call their contact centres “omni-channel”.



Phone calls still remain the main channel of customer communications; however, the popularity of digital communications is growing. Experts expect that the most noticeable increase will be noted in the volume of communications in such channels as chat rooms on company websites and in social networks.