59% of orders per month are repeat orders: Shipyard case
Posted: Thu Dec 26, 2024 4:16 am
How a leather goods company combined complex IT and customer centricity in one business
11.10.2024 ⏱ 12 minutes
45% of orders per month are repeat orders: Shipyard case
Verf is an online store of leather goods. The company has its own production, offline stores in St. Petersburg, Moscow and Nizhny Novgorod and a loyal community on social networks.
The business started with a small store of document folders for sailors and has grown into a large company that processes 6,500 orders per month. In the case study, we tell how RetailCRM helps Verf maintain warm relationships with customers.
Shipyard. About business
"We chose a CRM that would allow us to always be in contact with each client"
"The IT circuit is constantly evolving: we are japan phone numbers constantly building on and integrating something"
"Our main value is the client. He is always at the center of our attention"
"There is a lot of global technical work ahead"
“We chose a CRM that would allow us to always be in contact with each client”
In 2015, the founder of Verf, Vyacheslav Kanareikin, a former sailor himself, opened a store of storage systems for marine documents, Seafolder. His colleagues liked the idea, and the company quickly found its first clients among acquaintances. Understanding the needs of the target audience helped: there are always a lot of documents that are worked with in the navy, and they do not fit the standard A4 or A5 formats. This was taken into account when creating the first "marine folder".
Target Audience: How a Business Can Understand Who to Sell a Product to
The first product of "Verf"
The first product of "Verf" is still on sale. If necessary, the client can add custom elements to the folder, for example, increase the number of inserts of a certain format
"Seafolder solved a huge "headache" for all port employees. We helped them collect all documents of all formats in a single system, and thus saved them a lot of trouble. When success in a narrow niche became obvious, we decided to expand the range. Our customers' "favorite" appeared - a folder for storing household documents "Family Matters"
By 2017, they launched their own production: bags, wallets, accessories and other leather goods appeared on sale. Along with the range, the technical side of the business also developed. At first, sales were recorded in notebooks and Excel tables, then, when the website appeared, they used the internal CRM from WordPress. Subsequently, they switched to BlueSales, but as the client base grew, it became clear that a system with more functions was needed.
How an online store can make the most of its customer base
When choosing CRM, Verf was primarily looking for a system that would not only track sales, but also communicate with the client in different channels. RetailCRM was also chosen because it can be used to monitor order history and systematize the client base.
"It is important for Verf to always focus on the client. Therefore, when choosing a CRM, we looked for one that would allow us to collect as much information about the client as possible. RetailCRM perfectly met the requirements - even if the buyer placed an order with us a year, two, three years ago, the information about him will be saved, and in the future we will be able to help him with subsequent requests"
Launch your online store in 10 minutes
without programmers and designers
mobile and desktop versions
end-to-end catalog and CRM
without programmers and designers
mobile and desktop versions
end-to-end catalog and CRM
Try it for free14 days ★test period
“The IT circuit is constantly evolving: we are constantly building on and integrating something”
Under the hood of "Verf" there are many integrations with different services, with the help of which they keep track of goods, implement marketing strategies and carry out other business processes. With the help of RetailCRM they do the following:
communicate with clients in chats;
maintain a client base;
organize and control deliveries.
With the help of various programs, Verf managed to fully digitize all processes. Information is transferred between services, synchronized and allows tracking the transaction at all stages: from a message in a messenger to the transfer of the parcel to a pick-up point or offline store.
Order page in the online store "Verf"
Order page in the online store "Verf"
Most often, customers write to Telegram and Instagram*. Requests from social networks and messengers are processed by store managers through RetailCRM, and the further order path looks like this:
12% of orders come to Verf from messengers
When a customer decides to place an order, his request goes to RetailCRM.
2. The client writes in the messenger, the manager receives his application and asks clarifying questions, helps to make a choice.
3. The buyer gets a personal account on WordPress using the WooCommerce plugin. The data is also saved in RetailCRM: a card is created where contacts and other information are saved.
The customer card stores the history of the customer's interaction with the store, and displays data on segments and tags
The customer card stores the history of the customer's interaction with the store, and displays data on segments and tags
4. After placing the order, the client pays for it. In Verf, this can be done in all available ways: when ordering using the UKassa service, when receiving cash on delivery from a transport company, and in Shares — if it is more convenient for the buyer to split the amount into several equal parts.
5. After confirmation in the chat, the order changes its status to “Agreed” and is transferred to the warehouse.
6. The completed order is transferred for delivery, and the status is tracked via RetailCRM. Orders are delivered in Moscow and St. Petersburg with the option to pick up the parcel at a retail outlet. For customers from other Russian cities, delivery to the nearest SDEK pick-up point or to the door is available.
RetailCRM allows you to process all messages from chats quickly and without losing applications. Other systems are connected to Verf to process orders from the website and offline stores
RetailCRM allows you to process all messages from chats quickly and without losing applications. Other systems are connected to Verf to process orders from the website and offline stores
"We try to make sure that the client has as many options as possible to choose from. This way, they will definitely find what suits them. This applies to all stages of interaction with the brand. You can write to us on Instagram*, Telegram, VKontakte, and everywhere the manager will quickly respond and guide you. We also offer many different payment and delivery options. In this way, we try to create comfortable conditions for each buyer."
More cases - in the RetailCRM blog
“We process 3,000-4,000 orders every day thanks to RetailCRM”: Nikifilini case
“Our business has grown with RetailCRM, and with it the number of orders has increased 15 times”: SantehSmart case
“We have doubled our revenue, although we used to lose 30%”: Emilie Musee case
“The number of transactions per manager has increased by 70%, and the department’s throughput has increased by 50%”: Autopodbor case
"Our main value is the client. He is always at the center of our attention"
"Verf" actively interacts with its customer base in different channels. They actively manage social networks, collect feedback from customers, repost stories in which customers praise the brand, and communicate in the comments.
Verfi Instagram Page
Verfi Instagram page*
"We do not cross-post, we manage each social network separately and fill it with independent content. On Instagram* we publish beautiful visuals, on Telegram our founder runs a personal blog that our customers read, Vkontakte also has its own unique content. In this way, we try to satisfy the different customer requests for brand media"
The company knows its target audience well and tries to satisfy their needs. The store's main target audience is women and men aged 30+ who are looking for a durable and long-lasting bag with all the necessary compartments, pockets and fasteners. Knowing this, Verf adds key hooks, water bottle holders and writing instrument clips to its models.
11.10.2024 ⏱ 12 minutes
45% of orders per month are repeat orders: Shipyard case
Verf is an online store of leather goods. The company has its own production, offline stores in St. Petersburg, Moscow and Nizhny Novgorod and a loyal community on social networks.
The business started with a small store of document folders for sailors and has grown into a large company that processes 6,500 orders per month. In the case study, we tell how RetailCRM helps Verf maintain warm relationships with customers.
Shipyard. About business
"We chose a CRM that would allow us to always be in contact with each client"
"The IT circuit is constantly evolving: we are japan phone numbers constantly building on and integrating something"
"Our main value is the client. He is always at the center of our attention"
"There is a lot of global technical work ahead"
“We chose a CRM that would allow us to always be in contact with each client”
In 2015, the founder of Verf, Vyacheslav Kanareikin, a former sailor himself, opened a store of storage systems for marine documents, Seafolder. His colleagues liked the idea, and the company quickly found its first clients among acquaintances. Understanding the needs of the target audience helped: there are always a lot of documents that are worked with in the navy, and they do not fit the standard A4 or A5 formats. This was taken into account when creating the first "marine folder".
Target Audience: How a Business Can Understand Who to Sell a Product to
The first product of "Verf"
The first product of "Verf" is still on sale. If necessary, the client can add custom elements to the folder, for example, increase the number of inserts of a certain format
"Seafolder solved a huge "headache" for all port employees. We helped them collect all documents of all formats in a single system, and thus saved them a lot of trouble. When success in a narrow niche became obvious, we decided to expand the range. Our customers' "favorite" appeared - a folder for storing household documents "Family Matters"
By 2017, they launched their own production: bags, wallets, accessories and other leather goods appeared on sale. Along with the range, the technical side of the business also developed. At first, sales were recorded in notebooks and Excel tables, then, when the website appeared, they used the internal CRM from WordPress. Subsequently, they switched to BlueSales, but as the client base grew, it became clear that a system with more functions was needed.
How an online store can make the most of its customer base
When choosing CRM, Verf was primarily looking for a system that would not only track sales, but also communicate with the client in different channels. RetailCRM was also chosen because it can be used to monitor order history and systematize the client base.
"It is important for Verf to always focus on the client. Therefore, when choosing a CRM, we looked for one that would allow us to collect as much information about the client as possible. RetailCRM perfectly met the requirements - even if the buyer placed an order with us a year, two, three years ago, the information about him will be saved, and in the future we will be able to help him with subsequent requests"
Launch your online store in 10 minutes
without programmers and designers
mobile and desktop versions
end-to-end catalog and CRM
without programmers and designers
mobile and desktop versions
end-to-end catalog and CRM
Try it for free14 days ★test period
“The IT circuit is constantly evolving: we are constantly building on and integrating something”
Under the hood of "Verf" there are many integrations with different services, with the help of which they keep track of goods, implement marketing strategies and carry out other business processes. With the help of RetailCRM they do the following:
communicate with clients in chats;
maintain a client base;
organize and control deliveries.
With the help of various programs, Verf managed to fully digitize all processes. Information is transferred between services, synchronized and allows tracking the transaction at all stages: from a message in a messenger to the transfer of the parcel to a pick-up point or offline store.
Order page in the online store "Verf"
Order page in the online store "Verf"
Most often, customers write to Telegram and Instagram*. Requests from social networks and messengers are processed by store managers through RetailCRM, and the further order path looks like this:
12% of orders come to Verf from messengers
When a customer decides to place an order, his request goes to RetailCRM.
2. The client writes in the messenger, the manager receives his application and asks clarifying questions, helps to make a choice.
3. The buyer gets a personal account on WordPress using the WooCommerce plugin. The data is also saved in RetailCRM: a card is created where contacts and other information are saved.
The customer card stores the history of the customer's interaction with the store, and displays data on segments and tags
The customer card stores the history of the customer's interaction with the store, and displays data on segments and tags
4. After placing the order, the client pays for it. In Verf, this can be done in all available ways: when ordering using the UKassa service, when receiving cash on delivery from a transport company, and in Shares — if it is more convenient for the buyer to split the amount into several equal parts.
5. After confirmation in the chat, the order changes its status to “Agreed” and is transferred to the warehouse.
6. The completed order is transferred for delivery, and the status is tracked via RetailCRM. Orders are delivered in Moscow and St. Petersburg with the option to pick up the parcel at a retail outlet. For customers from other Russian cities, delivery to the nearest SDEK pick-up point or to the door is available.
RetailCRM allows you to process all messages from chats quickly and without losing applications. Other systems are connected to Verf to process orders from the website and offline stores
RetailCRM allows you to process all messages from chats quickly and without losing applications. Other systems are connected to Verf to process orders from the website and offline stores
"We try to make sure that the client has as many options as possible to choose from. This way, they will definitely find what suits them. This applies to all stages of interaction with the brand. You can write to us on Instagram*, Telegram, VKontakte, and everywhere the manager will quickly respond and guide you. We also offer many different payment and delivery options. In this way, we try to create comfortable conditions for each buyer."
More cases - in the RetailCRM blog
“We process 3,000-4,000 orders every day thanks to RetailCRM”: Nikifilini case “Our business has grown with RetailCRM, and with it the number of orders has increased 15 times”: SantehSmart case “We have doubled our revenue, although we used to lose 30%”: Emilie Musee case “The number of transactions per manager has increased by 70%, and the department’s throughput has increased by 50%”: Autopodbor case"Our main value is the client. He is always at the center of our attention"
"Verf" actively interacts with its customer base in different channels. They actively manage social networks, collect feedback from customers, repost stories in which customers praise the brand, and communicate in the comments.
Verfi Instagram Page
Verfi Instagram page*
"We do not cross-post, we manage each social network separately and fill it with independent content. On Instagram* we publish beautiful visuals, on Telegram our founder runs a personal blog that our customers read, Vkontakte also has its own unique content. In this way, we try to satisfy the different customer requests for brand media"
The company knows its target audience well and tries to satisfy their needs. The store's main target audience is women and men aged 30+ who are looking for a durable and long-lasting bag with all the necessary compartments, pockets and fasteners. Knowing this, Verf adds key hooks, water bottle holders and writing instrument clips to its models.