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Ulmart and the Benefits of Hybrid Shopping

Published: August 14, 2013 (Issue # 1773)



  • Terminals at the new Ulmart store make choosing from the 40,000 items on offer quick and easy.
    Photo: Alexei Moskin

  • The new Ulmart store was built to original plans in less than a year.
    Photo: Alexei Moskin

  • A children's area offers tablets with educational games to keep the kids occupied and engaged.
    Photo: Alexei Moskin

  • With over 500 square meters of floorspace, the new Ulmart store looks unlike any other electronics retailer in St. Petersburg.
    Photo: Alexei Moskin

If you are ever in need of a new computer at 1 a.m. or if the tea kettle breaks down before breakfast, Ulmart is the only place to head. Open 24 hours a day, the electronics superstore is a one-stop destination for anything that runs off electricity.

Ulmart, which is one of the largest electronics retailers in Russia, opened its 30th cyber market in the north of St. Petersburg on Aug. 17. The new store, which measures a whopping 6,000 square meters, is the first that the company built from its own, original plans. Taking less than a year to complete, the store is pushing a new concept in hybrid online/offline shopping.

Unlike most electronic retailers, where row upon row of goods sit displayed on shelves and inside showcases, Ulmart is sleek and ultramodern with the goods sitting in a 4,000 square meter warehouse containing 40,000 different items attached to the selling floor, representing on of the largest selections in the city. The warehouse, for example, contains a choice of over 1,000 laptops alone.

Setting the store apart from the competition even further is the unique way in which the floor space that used to be taken up by product has been divided. The new shop has 65 terminals and is able to serve up to 5,000 customers per day. The sales floor is filled with oversized state-of-the-art touch screens and computer stations. A virtual display case allows customers to view merchandise by simply waving their hands in front of a screen.

The set-up will be familiar to anyone who has ever bought anything online but even for those trying this type of retail for the first time will have no difficulty orienting themselves to the new system with the help of a team of hostesses who are always on hand to help customers.

The store is divided into different zones. In addition to the terminals where customers can browse and choose their purchases, there are different zones for each step of the process that are clearly marked. Once a purchase is made, clients proceed to the payment zone where Ulmart accepts cash and credit cards. Customers who place their orders online are also able to use Yandex.money to complete their purchases.

Customers looking to make a purchase that may be bigger than their current bank balance stretches, a selection of banks is on hand to offer credit. The credit desks are staffed from 10 a.m. to 10 p.m. making that impulsive purchase all the more difficult to resist. Credit can even be applied for through the company’s website and purchases either delivered or collected from the main shops or a number of outpost located around the city.

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ALL ABOUT TOWN

Thursday, Nov. 27


The Customs and Transportation Committee for AmCham meets this morning at 9 a.m. in their office on Ulitsa Yakubovicha.


Tickets are still available for local KHL team SKA St. Petersburg’s showdown with Siberian club Metallurg Novokuznetsk tonight at 7:30 p.m. in the Ice Palace outside the Prospekt Bolshevikov metro station. Tickets can be purchased on the team’s website, at the arena box office or in their merchandise store on Nevsky Prospekt.


Celebrate one of Russian literature’s most tragic figures during Blok Days, a two-day celebration of the 134th anniversary of the poet’s birthday. The tragic tenor’s work, which led to writer Maxim Gorky to hail him as Russia’s greatest living poet before his death in 1921, will be recited and meetings and discussions about his contributions to the Silver Age of literature in St. Petersburg will be discussed in the confines of his former residence.



Friday, Nov. 28


Join table game aficionados at the British Book Center’s Board Game Evening. Held every Friday at 5 p.m., aficionados and amateurs alike can come take part in a variety of different games that test one’s intellect and cunning.



Saturday, Nov. 29


Cats, dogs, birds, rodents and reptiles are just some of the things that will walk and crawl at Lenexpo convention center this weekend as part of Zooshow, a two-day exhibition featuring not only man’s best friends but a four-legged fashion show, as well as a food fair that will help pet owners find out more about which kibbles are best for their hungry pets.



Sunday, Nov. 30


Remember the 75th anniversary of the beginning of the Russo-Finnish war in 1939 during today’s reenactment titled “Winter War: How it Was.” More than 200 people will take part in recreating the opening salvoes of the battle for the north in Kamenka, a small village situated between Vyborg and St. Petersburg, using authentic equipment and vintage vehicles from the era. The faux battle begins at 2 p.m.



Monday, Dec. 1


Serbia filmmaker Emir Kusturica is the featured guest this evening at the Lensovet Palace of Culture the Petrograd Side. Fans of the director will get the chance to watch his movie “Black Cat, White Cat,” as well as ask questions about his award-winning filmography. Tickets for the event, which starts at 7 p.m., start at 2,000 rubles ($42.50).



Tuesday, Dec. 2


Today is the final day of “Takoy Festival,” a three-week program of plays based on the works of Dostoevsky, Remarque and other famed European writers, whose work is transcribed for theatrical performances. Tonight’s festival finale is “Fathers and Sons,” a two-act drama staged by the Novosibirsk Academic Drama Theater based on Turgenev’s classic about familial relations.



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