Case
Role: E-commerce / Omnichannel Sales Director. Development of e-commerce and the omnichannel model of a nationwide retail chain, with responsibility for commercial performance, marketing, operations, IT, and the project office.
Updated: August 2026
At Dochki & Synochki, the focus was on making e-commerce more manageable: retail and online integration, reservation from store inventory, last-mile delivery, warehouse infrastructure, and regional pricing were connected into a single omnichannel model.
This case matters as an example of connecting assortment, traffic, and the operating model.
The model expanded assortment visibility for customers and provided greater flexibility across online orders, availability, and fulfillment processes.
Last-mile delivery and service scenarios became part of the e-commerce operating model.
Online and offline were managed as one system for sales, availability, and customer experience.
The warehouse operation was connected with the distribution center to improve control over order fulfillment.
Prices were adapted to regional commercial models and sales economics.
The loyalty program became part of the omnichannel customer model and repeat sales.
This case is relevant to retail companies that need to connect organic demand, assortment, availability, and operations into a single e-commerce model.
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Roles with responsibility for P&L, growth, commercial strategy, operations and transformation.