Russia's second-largest retailer Magnit announced changes to its organisational structure in order to accelerate digital transformation and focus on growing e-commerce sales.
As followed by bne IntelliNews, on the digital front Magnit is trying to catch up with its rival X5 Group that emerged as the largest e-grocer in Russia in 2020. Magnit's 2021-2025 strategy includes building a leading e-grocery platform capable of handling 5%+ turnover with integration into an omni-channel consumer experience.
As part of the digital reorganisation, a new business unit has been established to oversee the development of Magnit’s e-commerce sales channels, led by e-commerce director Andrey Lukashevich, reporting directly to Jan Dunning, Magnit's president and CEO.
"Going forward, a separate business unit will oversee the continuous development of Magnit’s technology and IT-infrastructure as well as the company’s advanced analytics and big-data capabilities," Magnit wrote in a press release.
At the same time, for Magnit optimisation efforts in the traditional offline segment have also paid off, with the retailer having showed a surprising pick-up in sales and lower costs in 2020, and the analysts are improving their outlooks on the company.
In May Magnit said it was in a deal to take over rival Dixy and add over 2,500 supermarkets to its distribution network, almost doubling its size in the process.
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