POSITRONICA: First Results and Future Prospects

The project of the POSITRONICA national computer retail stores chain was launched in 2005 by MERLION, the leading Russian IT distributor. The first stores already opened in March this year. This is the first computer retail stores chain of such a format that has ever been introduced to Russia. The POSITRONICA computer retail stores offer a most extensive range of computer and digital devices. The design of stores is bright and eye-catching. The outlets provide a high standard of customer service. The chain is growing as planned. Today, there are 27 POSITRONICA outlets opened in 25 regions of Russia. By the end of 2006, 150 outlets are expected to have opened in 50 regions of Russia.

Four months later after the launch of the project, it was decided to hold a first scheduled conference named “POSITRONICA. First Results and Future Prospects”. The owners of regional partner companies, as well as managers of the POSITRONICA stores were invited to take part in the conference.

Mr. Igor Petrov, CEO of MERLION, made a speech on the first day of the conference. In his opening speech he noted that the growth of the POSITRONICA project is a company’s priority. Yet, only a well-organized collaboration of the three parties (MERLION, POSITRONICA project members, and regional partners) will ensure success for the project of such a format.

Mr. Oleg Koposov, POSITRONICA`s CEO, expressed his gratitude to those involved in the initial stage of the project for their contributions. He also told about the beginning of the project, as well as prospects for the chain. In his final statements Mr. Koposov said: “The chain is growing. We are engaged in enhancing the standards. All the chain outlets are provided with our recommendations on the product line development. At the same time, each outlet is free to expand its product range by adding some popular digital devices and computer accessories. This approach allows us to effectively meet the demands of end customers, as well as consider the particular characteristics of regional markets. In the near future, all the stores will be equipped with electronic information terminals where a customer can get information about the available products without a shop-assistant’s help. In July, our customers will already be offered consumer loans by one of the leading Russian banks. Now, we are working at a new, unique human resource management system. It will make it possible to deliver a high-quality customer service”.

Mrs. Maria Artyemyeva, POSITRONICA Project Brand Manager, told about the key issues of marketing and chain promotion. Her report focused on the brand positioning and the strategy of the POSITRONICA brand promotion. Mrs. Artyemyeva outlined the whole set of marketing activities for the chain, including a particular store opening marketing support and a federal advertising. The first federal advertising campaign of the POSITRONICA chain is scheduled in late August.

The conference agenda included the key issues of internal collaboration with POSITRONICA project members. Different discussion formats such as reports, round table sessions and one-to-one meetings gave the project members an opportunity to share their experience, ideas, and business technologies, as well as discuss the most pressing issues.

Besides the formal part of the conference, all the participants could enjoy some informal talks and have a good time. Every night, there were some entertainment activities offered to the participants. Everybody was particularly enthusiastic about a quiz trip around Yaroslavl, a historic center and the landmark of the Golden Ring.

The first conference went smoothly and successfully. The “face-to-face meeting” enabled the project members to get first hand information, whereas the personal contacts boosted confidence that the project would be a success.