Nationwide chain of electronics shops POSITRONICA balanced the accounts of the fiscal year 2017

Nationwide chain of electronics shops POSITRONICA, a successful project of the biggest distributor MERLION (since 2006), has balanced the accounts of the fiscal year 2017. Currently, all the retailer’s shops get opened according to franchising system.

Last year the retailer increased the number of functioning shops and by the end of the 1-st quarter of 2018, the total number of points of sale exceeded 180. The consolidated revenues of the entire chain have reached the level of 11 bln rubles. As compared with 2016 the average revenue of the points of sale increased by 10 % in 2017, the average purchase size of e-shop POSITRONICA increased by 4.3 % and amounted to 9,338 rubles, which exceeds the marketwise data (according to Data Insight analytics the growth of the average purchase size equals 2 % as compared with the previous year).

POSITRONICA significantly intensified the share of sales on the Internet, so the volume of online sales increased by 42 % and amounted to 17 % of the entire chain turnover as compared with 2016, which equals 1.87 bln rub in monetary terms. The number of fulfilled orders in e-shop positronica.ru amounted to 200,257. It was facilitated by the omnichannel retailer’s strategy as well as a new website version positronica.ru launched in 2017. 80 % of the partners already function on a new platform, when the other franchisee will be transferred by May 1, 2018.

So, “Cellular phones and smartphones”, “Laptops” and “TV sets” became the most popular commodity groups last year. 39 % of the total volume of sales (22 %, 9 % and 8 %, accordingly) accounted for these categories of goods. At that, a year ago TOP-3 looked somewhat different – “Smartphones”, “Components and PC” and “Laptops”. TOP-10 of manufactures in the volume of sales underwent changes as compared with 2016 and looks as follows: Acer, ASUS, Dell, GIGABYTE, HP, Intel, Lenovo, LG, Palit, Samsung (indicated in alphabetical order).

“POSITRONICA made a major stride in 2017 towards omnichannel approach by providing the clients with the seamless purchases from offline to online and vice versa. All our purchasers have a chance to begin formalizing order on our website and finalize it at one of the points of sale. This approach helped us attain significant success in online sales”, said Sergei Krbashyan, General Manager of POSITRONICA chain.

The franchise of the nationwide chain of shops of electronics POSITRONICA is attractive due to small investments, short payback period, absence of an admission fee, relevancy of franchising package including full support of shop start-up and functioning (design layout of interior environment, product grid, price formation, training shop assistants, marketing support of manufacturers, popular e-shop as well as recognizable and strong brand).