Shoe corporation "Econika" summed up the work in the 2010 year.
As noted in the company, the year was the past year has become a transition for a network of shoe racks. At the end of the year, Econika announced the abandonment of the men's assortment.
Over the year, the number of stores increased from 114 to 132. The company opened 14 direct control salons (now their 93) and 4 franchised stores (now their 39). She conducted six scheduled closures (five of these stores worked on franchising).
In 2010, the company opened more stores at 10 than in 2009. The number of new cities to which the network has expanded has grown just as much. These included Samara, Naberezhnye Chelny, Ufa, Voronezh, Tomsk, where direct retail stores were opened, as well as Almaty, Astana, Astrakhan, Murmansk and Vladikavkaz, where franchisee stores started their work. Six new cascades were opened in Moscow, including in the MEGA-Teply Stan shopping centers, VIVA! Shopping center, Vegas shopping center and Gagarinsky shopping center.
Sales in pairs increased by 17% compared to the 2009 year. Ruble revenue increased by 33%. Sales grew both due to the expansion of the network and the growth in the number of pairs sold at the facilities “like to like", And thanks to the growth of the average bill. The network has increased the base of its regular customers: now their number has reached 500 thousand people.
In order to evaluate customer satisfaction, the company commissioned a study, the data of which confirmed the consumer trend: customers choose those stores where, in addition to the goods they like, their expectations correspond to the professionalism of the staff and the atmosphere of the purchase. “This was one of the factors that pushed us to the decision to change positioning and abandon the men's assortment,” says Sergey Sarkisov, vice president of the network. “From the first 2011 collection of the year, Econika is moving to the format of the women's specialized shoe network.”At Econika, business processes related to the creation of collections have also been significantly changed. In particular, a mentoring program has been launched, the training component has been strengthened, the interior of the salons is changing.