Russian DIY retailers opt for distance selling

Igor Kolynin is marketing director at builders' merchant Petrovich.

Home improvement chains in Russia are attempting to switch their customers increasingly to low-contact or contactless advice and shopping options during the coronavirus pandemic. Like Obi, some other DIY retailers are calling on their customers to use their online shops and apps or call centres to make their purchases. Castorama has adopted this approach under the slogan "Stay at home, we'll deliver!" Paint supplier Flügger is loaning out colour fans to its customers and providing advice by telephone, chat and Instagram along with home delivery. Other suppliers are also evidently working hard to offer distance selling options.

When asked by DIYinternational.com, Igor Kolynin, marketing director at builders' merchant Petrovich, emphasised that his company is fully prepared. "We can offer a full distance service package for choosing products: advice, calculation of the materials required for renovations, detailed instructions and product assessments on our website," he said. "And no less important: attractive free-to-home deliveries to customers." More than 40 percent of Petrovich's sales are now generated via the webshop.