Moscow Christmas Windows (2)

What a surprise! Yakimanka Children Gallery changed all the windows....

Покупаем в Selgros: Выбор максимальный, цены ОПТималные!

On September 30, 2010, a new store opened in Altufevo: SELGROS CASH&CARRY. SELGROS already had 4 stores in Russia including now 2 in Moscow (the first one opened in Vnukovo in March 2010). FEGRO / SELGROS (from Germany) is an international network of wholesalers offering a wide range of food (more than 20,000 items of food)and nonfood products at competitive wholesale prices. SELGROS stores (to 10,000 square meters) as a format, could be compared to METRO stores.
SELGROS Altufevo is located in the same catchment area as Auchan (2mn), and is crossing METRO area (5mn by car): competition is increasing...And the number of clients there on Friday at 9.00 in the morning shows that SELGROS is already attractive.

We appreciated opening hours (24/24), easy access, the way of registration (simple, quick and easy), the large range of nonfood products, signage, marketing operations (we received a 10% coupon when presenting our receipt at the service desk, valid next January in SELGROS) .

We less appreciated store plan (messy and confusing for such a big surface), congested aisles (somewhere forgivable due to an 24/24 opening), food sectors (less qualitative and closer range of products than in METRO stores), back to town (turn left at the intersection prohibited).

Let's go and make your own opinion...

ДОМБЫТХИМ: one year later...

We kept in mind all the products developed by company ДОМБЫТХИМ (Flat products line). Where are they now and what's new?

You will find a new line of cosmetics (body cream, body wash gel, shampoo..) under the name «Боярушка», contained in a Russian doll bottle.

Another line of cosmetics, "Морская", dedicated to the sea, raised also our attention.
It seems that the company turned the originality of its packagings (aside prices) into competitive advantage.

Well done! We will still follow this company...

CHRISTMAS WINDOWS in Moscow (1)



The “Yakimanka” Children Gallery  (Детский Мир group)



Auchan Altufievo: back on stage?

For some time Auchan Altufievo was declining: aging and dirty store, in an not so attractive mall, offering narrower ranges of products (out of stock ?), ... Add to that a really unconvenient access (near the Dmitrovsskoe chosse): better go to Perekrestok ( т.ц. Маркос Молл) which just opened on Altufievo street or in НАШ hypermarket, which is located 5 minutes from Auchan. But I must admit that  Auchan Altufievo made visible efforts to improve its store. Finally! Buildings here are declining fast (due to the nice climate..), competition is not sleeping and customers are not loyal ...

So, what's new?
Extension of non-food department, reorganization by universe (eg textile department, with reinforcing the presence of  Auchan brand  "In Extenso" ), new plans (the ray video games), new sectors and more qualitative merchandising : Auchan Altufievo is coming back on stage.

ЦЕНА СНИЖЕНА!

Decathlon announced its "falling prices" and you can see it on the main roads of Moscow and in Decathlon stores. How do they communicate on it? Former price is indicated on the top of the ad in small font, then the level of decrease (-17% for example) and of course more visible the final and attractive price.


Those who passed near this advert did certainly miss some information: difficult to catch all that in less than a second. Fortunately the final price is immediatly visible and associated with one product. But what is the purpose of this technique? Tell customers that the prices were high in Decathlon until then? Announcement of a stock problem? New positioning? Highlighting a simple and attractive low price is not a better and more effective way for outdoor communication?
But why make it simple when you can make complicated ...
In communication basic principles should be followed anywhere: simple, immediatly visible and understandable. Be carefull with localization: what works in a country does not necessary in another.