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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 companys 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

Wednesday, Oct. 1


The St. Petersburg International Innovation Forum 2014 kicks off today at Lenexpo, where it will be presenting the latest and greatest ideas until Oct. 3. Focusing on economic development and the decisions and measures necessary to encourage development in Russias most important industries, the event is a possibility to discuss the innovations currently available in a variety of fields.


Representatives of the Russian and international media industries arrive in St. Petersburg for the first ever International Media Forum being hosted by the city until Oct. 10. With a variety of events on tap, including workshops, lectures and film screenings, the event plans to reemphasize the citys reputation as the countrys culture capital and as an emerging market and location for the visual arts.



Thursday, Oct. 2


The celebration of the bicentennial of the birth of Mikhail Lermontov continues with todays free exhibition in the citys Lermontov Library at 19 Liteiny Prospekt. Titled Under the Rustling Wings, the temporary exhibition will feature the costumes and scenery used in the 1917 production of Lermontovs play The Masquerade, which he wrote in 1835 when he was only 21 years old.



Friday, Oct. 3


Learn more about how to manage and evaluate employee performance during SPIBAs Human Resources Committee meeting this morning on Employee Assessment: Global and Local Trends. Starting at 9:30 a.m., the discussion will touch on such topics as the partnership between HR and business, reliable assessment strategies and more, with Tatiana Andrianova, the head of the SHL Russia and CIS branch in St. Petersburg, as the featured guest. Confirm your participation by Oct. 2 by emailing office@spiba.ru or calling 325 9091.


AmChams Procurement Committee Meeting is at 9 a.m. this morning in their office in the New St. Isaac Office Center on Ulitsa Yakubovicha.



Saturday, Oct. 4


Wine and cheese lovers will get their chance to revel during Scandinavia Country Club and Spas Wine Market Weekend. Going on today and tomorrow, wining diners can listen to live music, take part in culinary classes and, of course, sample a variety of fine wines from around the world. The cost of admission is 400 rubles ($10.30) for adults and 200 rubles ($5.15) for children.



Sunday, Oct. 5


Look for the latest fall fashions at the Autumn Market today in Freedom Anticafe at 7 Kazanskaya Ulitsa. The minimarket plans to offer clothes more flattering than the puffy jackets that are a staple of the citys cold-weather fashion, while offering the same amount of protection from the biting winds blowing off of the Baltic.



Monday, Oct. 6


SKA St. Petersburg, the citys KHL affiliate, welcomes Slovakian club HC Slovan in a match-up tonight at the Ice Palace near the Prospekt Bolshevikov metro station. The puck drops at 7:30 p.m. and tickets can be purchased on the clubs website or in person at either the arenas box office or the clubs merchandise store on Nevsky Prospekt.



Tuesday, Oct. 7


Learn more about Russias energy industry at the St. Petersburg Energy Forum that begins today and runs through Oct. 10. Attracting industry experts and political and business representatives, the forum plans to welcome more than 350 plus companies and their representatives to discuss the future of Russias largest economic sector.



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