“One product, one price” : this seems to be the magic formula among retailers. Today in Moscow all retailers decided to communicate on the same way…and often as well in the same place. A great idea for differentiating and make sure that nobody notice your ad! Take for example Altufiesskoe avenue: quite all retailers are at that moment present there with outdoor communication: Victoria with pineapples, IKEA with storage furnitures, O’KEY with tyres, TexnoSila with juice extractor ,Carroussel with caviar, Baxetle with Mozart Chocolates (wrong choice, this year is Chopin centenary!), MVideo and washing mashine, Decathlon and rollers, Mosmart and tulips…: everything for the Spring customer in one road! But just think that messages can be polluted by too many hoardings. At this step isn’t it time to think more about quality than quantity (better place, more visible, more creative advert…)? 
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