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~ Boxberry International ~



            GET TO KNOW






            YOUR RUSSIAN





            CUSTOMERS






            – AND WIN






            THEIR HEARTS









               Text: Alex Krasnov, Boxberry International CCO // Photos: Shutterstock

            The Russian market is a major growth opportunity for foreign eCommerce players. However,
            to win your Russian customers’ hearts, you have to understand the way they think. In this
            article, we will sum up the Russian mindset features that affect buying behaviour.


            1. Dislike long waiting time and buy spontaneously  citizens of Moscow and Saint Petersburg do not forgive
            Russians usually have a busy schedule, especially in large   mistakes – the biggest motivator to write a review is poor
            cities like Moscow and Saint Petersburg (where most   quality.
            active online buyers are located). They are used to buying
            spontaneously, and so expect their orders to be delivered as   Encouraging your customers to write reviews may be
            fast as possible.                                 beneficial: customers are both willing to share their opinion
                                                              and examine others’ reviews.
            Delivery time from abroad is approaching a domestic
            timeline. For instance, Boxberry International delivers parcels   3. Love discounts and special offers, actively use
            from the USA starting at 4 days.                  loyalty programs
                                                              Russians are generally price-sensitive and do not take losing
            2. Rely on customer reviews when making a purchase   money lightly. Following this, Yandex & GfK 2019 research
            decision. However, positive reviews are rare      shows that 71% of customers purchased a good at a discount.
            According to Data Insight, 91% of Russian customers   Among all promo activities in online stores, Russians prefer
            read online reviews before a purchase, and for 21%, it is   free shipping and discounts on products (46%) (Yandex &
            the deciding factor. Customers treat reviews from their   GfK, 2019).
            acquaintances, friends or professionals in the industry
            the same way, as long as the review covers the reviewer’s   Waiting for discounts will likely become a normal part of
            experience using the product.                     buying behaviour.

            44% of Russian customers are motivated to leave a review   4. Unforgiving when it comes to broken promises
            when the product’s quality is especially good. However,   When creating content for your Russian-speaking customers,







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