Extension of inFORMAT – results of 2015

In the summer of 2015, four inFORMATs had a house warming all at once: at Cheboksary, Yaroslavl, Belgorod and Tambov. In the fall Smolensk, Orel, and once again Yaroslavl joined them. Vladimir, Smolensk and Belgorod finalized the year of openings. Because of appearing of new stores 80 people obtained employment.

Design of new inFORMAT retail outlets embodies the best technologies, accumulated by retail network during nearly a quarter century of its existence. It includes installation of modern equipment, efficient organization of retail space and change of exterior design. Zonation of salesroom by categories, good layout determined by the product relevance to customers, regular renewal of promotional activities and color of interior space create comfortable conditions for shopping.

Trade area of new supermarkets is from 30 to 120 sq. m. The assortment is up to 6 000 items, with a focus on private brands and mid-priced products. As noted by the CEO of the store chain Vasily Fateev, "purchasing power of money available to the Russians has greatly reduced over the last year. However, people do not intend to refuse quality products. We observe it through the customer active transition from premium and high price segment to the middle one. Therefore, formation of the actual offer for the client is our response to external challenges. Growing sales in our stores confirm the correctness of the chosen strategy."

New format of stores includes a change of attitude towards the client: passive contemplation turns into interactive communication. At school fairs, city festivals potential customers are offered to try and test, products. And such tactics are justified. During the first week about 20% of POSM handed out return to the store.

In addition to increasing diversity of promotional activities and constantly updated seasonal discounts, inFORMAT pays great attention to the development of its loyalty program. Using discount cards dedicated customers can get discounts of up to 10%. All of these CRM instruments allow retail chain to grow and operate efficiently in the changed circumstances.