On the 12th of September 2007 asset management “POSITRONICA” showed to its partners a working “POSITRONICA” shop in Tula.
Early in the morning on the 12th of September 2007 on the squire of the Riga station a large comfortable bus waited for its passengers. A bright logotype and note “POSITRONICA” were on its windscreen. So was the beginning of the Wednesday morning for the participants of the tour into “POSITRONICA” in Tula.
The store in Tula (Krasnoarmejskij prospect, 2) was opened on the 9th of September 2006. It is already the third store of “POSITRONICA” computer retail store chain in Tula (the owner of all stores is Vladimir Fuller). The store is well situated for pedestrians as well as for automobilists, - at the intersection of two central streets. Sales area of the store is - 175 sq.m. The range of goods is 4500 items. Everyday 5-6 sellingassistantsworkinthesalesarea. |
;) |
;) |
The trip to Tula has become the first meeting of such a format. The following persons took part in it: from the part of the asset management – Vadim Yarotsky, a general manager; Roman Sychev, a business development manager; Elena Lisovtseva, a brand-manager; the representatives of the BenQ, LG, Nikon, Panasonic companies; the Art Com advertising agency and specialized site Retailer.ru.
;)
“POSITRONICA” computer retail store chain has stores in regions; that is why a trip to Tula gave an opportunity to the partners to see the store of the chain. They appreciated a modern decoration of the sales area, color zonation of types of goods, made sure of the technical literacy of the staff. The partners have an opportunity to personally communicate with the owner of the store, Vladimir Fuller, with buyers and sellers.
After attendance of the store, in the “Grumant” business-complex, the presentation of the “POSITRONICA” chain took place. Vadim Yarotsky spoke about the current situation, pointed out some perspectives of further development: “Today 166 stores in 138 cities are included into the chain, 56regions of the Russian Federation are involved, total area of stores is 26 000 sq.m. A net sale of the operating stores is 150 mln. dollars a year. Our plans for 2008:250 stores, 150 cities, 65 regions of the Russian Federation, total area of stores will be 50 000 sq.m. (April`08). A net sale will increase to 350 mln. Dollars a year (2008).
;)
About the possibilities of the brand promoting in “POSITRONICA” stores Elena Lisovtseva spoke in detail. In her speech she announced a federal advertising campaign, starting in November 2007: “The campaign will involve all regions of the Russian Federation, where there are “POSITRONICA” stores. The expected coverage is - 8 mln. People. Federal and regional print media, radio and television will be involved; we will make BTL-actions. Development of a new advertising concept is assigned to the Art Com advertising agency”. In the bounds of her speech E.Lisovceva presented visual schemes of successful performance of marketing actions, the results of each of them is 25%-growth of sales.
;)
A bit later the partners were able to ask the store owner, Vladimir Fuller, questions. The partners were interested in efficiency of the actions, the necessity of them; much attention was given to the “POSITRONICA” newspaper. Vladimir Fullers's answers to all the questions were clear: “We need actions – they bring to the store owners growth of sales. Actions are not only always beneficial for buyers, but interesting as well – everybody likes to buy a product from the leading world-wide manufacturer for an attractive price or get a present (useful device, cinema ticket, paid dinner in the restaurant). As for the newspaper – it works for not only store awareness, but for the products as well, attracts buyers, helps them make a choice before they come to us. We spread the newspaper not only in our store – a stand with the latest publications is situated in the street, near the portal. Besides that, promoters are involved to spread it in places of accumulation of target audience - in large shopping centers, in busy streets, in educational agencies. Its main aim (bring the buyer to the store) the newspaper performs 100%. And further is the work of our sellers – to sell a product, specified in the newspaper or to offer another one that maximally meets the demands of the buyer. We can guarantee the presence of goods, advertised in the newspaper, due to smooth logistics processes with the asset company and the MERLION company”.
After the presentation a surprise waited the participants – an interesting excursion to museum-estate of L.N. Tolstoy - Jasnaja Poljana. The way back home was pleasant and easy – accompanied by the fabulous film “Love and Doves”.
And at the end – opinions of the participants
Ekaterina Zinchenko, a LG marketing manager: “I liked the tour very much, it was useful. Usually my colleagues and I should arrange tours to different retail chains we are cooperate with, themselves. Initiative of “POSITRONICA” and readiness to show the partners the store in operating process deserves many kind words “.
;)
Irina Shekhalay, a Retailer.ru correspondent: “The trip was perfect! It seems to me much more useful than a classical press-tour, which companies usually make. Everybody was ready to communicate, and the presentation was very informative. We were able to look at the company from different sides”.
Alexander Prozorov, a manager in cooperation with the key clients of Nikon, and Olga Polyakova, a specialist in trade-marketing of Nikon: “We are glad that the “POSITRONICA” chain meets all the requirements of the federal franchising chain: good regional coverage, stores are opened all over Russia. For the manufacturers of such famous products as Nikon the sales coverage is very important. Any vendor is interested in wide representation of goods not only in big cities with form a base but also in small towns, regional towns, having great potential for extending a client base and acquaintance more buyers with its goods. That is why “POSITRONICA” is for us a perspective distribution channel with wide opportunities”.
