I recently had an opportunity to make a personal test of Enter.ru‘s shopping experience.
Using their website was pretty easy, as was the process of creating an order. As is common for Russian e-commerce companies, they offer a wide range of payment and delivery options. The website even allows shoppers to enter orders without registering their names or email addresses; order progress can be tracked via mobile phone / SMS instead.
I selected my product and checked out using the SMS notification option, choosing “cash” as the payment option and “in-store pickup” as the fulfillment option. Shortly thereafter (within minutes), I received an SMS confirmation of the order. A little while after that, probably no more than an hour, came a cheery message that my order was ready to be picked up at my designated Enter.ru branch, between the hours of 12:00 and 20:00 the next day. So far so good…
In the actual event, however, I wasted my time making a trip to the Enter.ru store and waiting in their queue, only to be told that the order had been cancelled. Needless to say, I received no SMS or other contact to advise me of the change in my order’s status, and the staff at the Enter.ru could provide no additional information about the reason for cancellation.
So, in this case the shopping experience was pointless and frustrating. It’s not like Enter.ru is new at this. The company has been around since 2011. They definitely have room to improve their customer-facing processes.
The next day, I tried again by creating a new (duplicate) order on the site and received the same SMS notifications. I went through exactly the same process but this time the product was at the store and everything proceeded as expected.
I’ll be checking the experience of e5.ru next.
About Leighton Peter Prabhu
I am a partner in Interstice Consulting LLP and head of the Russian office. My practice focuses on e-commerce business and marketing consulting, especially for foreign e-commerce brands entering the Russian market. I also serve as a consultant to some of the largest international portfolio investors in Russian equities (both public and private). You can find out more about my background and business interests on LinkedIn. You can also connect with me on Twitter and on Google+.
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