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A home appliances company in Belarus has merged online and offline sales by setting up e-terminals inside stores that stock its products.
Pixel Electronics has a main store in Minsk but wanted to increase its customer base by selling its full range of home appliances, which include digital cameras, TVs and sound systems, in rural areas and small towns in Belarus.
Pixel knew it couldn’t rely purely on eCommerce to expand its customer base as many Belarusians who live in remote parts of the country have limited or no Internet access. But it also wouldn’t have been profitable for the company to have set up its own local retail outlets.
Instead, Pixel installed e-terminals inside stores that stock a small selection of its products. The terminals allow customers to order the company’s full range of appliances, so that shoppers who come into the stores can choose both from what they see on the shelves and from the company's full online catalogue.
The idea has benefited both Pixel and local shop owners in Belarus, as Pixel has been able to offer its full range of products to customers who live in remote parts of the country, while shop owners are obtaining commission from sales of products that do not take up any physical space in their shop.
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