A recent Euromonitor report says the retail industry in Russia is making investments in omnichannel. Yet, L2’s Digital IQ Index: Russia Luxury finds high end Beauty, Fashion, and Watches & Jewelry brands to be lagging in localization for in-store and online buyers. For example, just 33% of Index brands with a retail presence in Russia auto-detect location, 31% list store hours, and 25% provide driving directions.
Support for online browsers looking to make purchases online lags as well, especially in the Fashion sector. 50% of fashion brands have no Russian site just 25% provide advanced translation. The Beauty sector seems to be more localized online, with 60% of brands providing advanced translation.