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Network faulty goods. "Eldorado" is launching a new format "Tehnoseyl."
Russia's largest seller of consumer electronics - the company "Eldorado" is launching a new trading format. As the "Vedomosti", in the 2nd lane Kotlyakovskoe company will open its first discount store electronics under the brand name "Tehnoseyl».
"One of these days" Eldorado "announced a tender for the development of an advertising campaign of the new project - discount store technology called" Tehnoseyl "- told" Vedomosti "a source familiar with the plans of the retailer. According to him, the first store will be opened in a few months in the 2nd Kotlyakovskoe Lane 1, Building 6. His area - 800 square meters. m. "We're really going to open such shops, but I would not call" Tehnoseyl "new format of trade for our company", - said Alexander Shifrin, CEO of "El Dorado". Sales of household appliances "Eldorado", he said, are enormous and enough product returns due to faults, subsistence species or not passed pre-market control. "The problem" Tehnoseyl "- selling goods, we accept customer. The vehicles will be inspected by experts, which set the size of discounts depending on the nature of the damage, "- says Shifrin. The plans of "El Dorado" to open similar stores in all major cities of Russia.
Market participants disagreed about the prospects for a new project, "Eldorado". "The percentage of damaged equipment, pre-marriage or a return to the" Eldorado "is around 3% of turnover. For such a big company is essential. In the end, sub-standard equipment needed to do something with, so the idea to sell it at a discount to be quite successful, "- said an employee of the Russian company that sells appliances. "The" Eldorado "was already a discount store technology" telly-VCR "on the Bratislava street. It lasted two years and in 2003 was closed as the unprofitable, "- says Nadezhda Senyuk, director of public relations network" Technosila ».
Discount store technology is not very popular with market participants. "For us, these stores are not relevant. The percentage of damaged goods is 0, 5%, mostly large appliances, which scratched in transit. Her we sell in the store, setting discounts from 5% to 70% depending on the degree of damage, "- says Nadezhda Kiseleva, a spokesman for" M.Video ". "Specialty stores we have. The main buyers of damaged goods are commercial organizations, such as cafes and restaurants. They do not look important, for example, the freezer, the main thing - to frost. They take the goods directly from the warehouse, and the glass case samples we sell at a discount to customers directly in stores, "- adds Kirill Novikov, general director of network" Expert-Retail ».
Discount store technology called "Sea of discounts" (an area of about 400 sq. M) is at "Technosila". The company opened its March 2005 on Shchelkovo highway, 5. "They sell machines with external and mechanical damage - scratches and chips. Another name chosen to shop is not mixed with the image of hypermarkets "Technosila" says Senyuk. However, she said, the name of the new project "Eldorado" raises questions. Until the autumn of last year, shares of sales in the "Technosila" called "TehnoSale." "Probably," Eldorado "crisis of the genre, and they want us to use already advertised the phrase," - says Senyuk. "It's just a good name for a store selling discounted art '- Shifrin parries.
The third format "Eldorado»
"Tehnoseyl" will be the third retail format "Eldorado". Most of the company's stores (under the brand name "Eldorado") are the supermarkets of electronics ranging from 1,000 to 5,000 square meters. m. Since March 2005. "Eldorado" began to develop the format of hypermarkets. Then, in the furniture center "Grand" in the Moscow suburb of Khimki opened shop "Elektroplaza" an area of about 7000 square meters. m. It was organized as a shop-in-shop - at distinct sites manufacturing companies represent the entire product line. A year later, the company decided to carry out a restyling "Elektroplazy" a new concept - hypermarkets of electronics "THIS" average area of over 5,000 square meters. m. Today, the "Eldorado" six "IT IS».
Source: "Vedomosti»
via www.vedomosti.ru/
"One of these days" Eldorado "announced a tender for the development of an advertising campaign of the new project - discount store technology called" Tehnoseyl "- told" Vedomosti "a source familiar with the plans of the retailer. According to him, the first store will be opened in a few months in the 2nd Kotlyakovskoe Lane 1, Building 6. His area - 800 square meters. m. "We're really going to open such shops, but I would not call" Tehnoseyl "new format of trade for our company", - said Alexander Shifrin, CEO of "El Dorado". Sales of household appliances "Eldorado", he said, are enormous and enough product returns due to faults, subsistence species or not passed pre-market control. "The problem" Tehnoseyl "- selling goods, we accept customer. The vehicles will be inspected by experts, which set the size of discounts depending on the nature of the damage, "- says Shifrin. The plans of "El Dorado" to open similar stores in all major cities of Russia.
Market participants disagreed about the prospects for a new project, "Eldorado". "The percentage of damaged equipment, pre-marriage or a return to the" Eldorado "is around 3% of turnover. For such a big company is essential. In the end, sub-standard equipment needed to do something with, so the idea to sell it at a discount to be quite successful, "- said an employee of the Russian company that sells appliances. "The" Eldorado "was already a discount store technology" telly-VCR "on the Bratislava street. It lasted two years and in 2003 was closed as the unprofitable, "- says Nadezhda Senyuk, director of public relations network" Technosila ».
Discount store technology is not very popular with market participants. "For us, these stores are not relevant. The percentage of damaged goods is 0, 5%, mostly large appliances, which scratched in transit. Her we sell in the store, setting discounts from 5% to 70% depending on the degree of damage, "- says Nadezhda Kiseleva, a spokesman for" M.Video ". "Specialty stores we have. The main buyers of damaged goods are commercial organizations, such as cafes and restaurants. They do not look important, for example, the freezer, the main thing - to frost. They take the goods directly from the warehouse, and the glass case samples we sell at a discount to customers directly in stores, "- adds Kirill Novikov, general director of network" Expert-Retail ».
Discount store technology called "Sea of discounts" (an area of about 400 sq. M) is at "Technosila". The company opened its March 2005 on Shchelkovo highway, 5. "They sell machines with external and mechanical damage - scratches and chips. Another name chosen to shop is not mixed with the image of hypermarkets "Technosila" says Senyuk. However, she said, the name of the new project "Eldorado" raises questions. Until the autumn of last year, shares of sales in the "Technosila" called "TehnoSale." "Probably," Eldorado "crisis of the genre, and they want us to use already advertised the phrase," - says Senyuk. "It's just a good name for a store selling discounted art '- Shifrin parries.
The third format "Eldorado»
"Tehnoseyl" will be the third retail format "Eldorado". Most of the company's stores (under the brand name "Eldorado") are the supermarkets of electronics ranging from 1,000 to 5,000 square meters. m. Since March 2005. "Eldorado" began to develop the format of hypermarkets. Then, in the furniture center "Grand" in the Moscow suburb of Khimki opened shop "Elektroplaza" an area of about 7000 square meters. m. It was organized as a shop-in-shop - at distinct sites manufacturing companies represent the entire product line. A year later, the company decided to carry out a restyling "Elektroplazy" a new concept - hypermarkets of electronics "THIS" average area of over 5,000 square meters. m. Today, the "Eldorado" six "IT IS».
Source: "Vedomosti»
via www.vedomosti.ru/
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