The Obuv Rossii company enters satellite cities of large regional centers. In August-September, Obuv Rossii opened new Westfalika stores in Leninsk-Kuznetsky and Mezhdurechensk (Kemerovo region), Zelenodolsk (Republic of Tatarstan), Bratsk and Usolye-Sibirsky (Irkutsk region). These are satellite cities of large regional centers with a population of 500 thousand or more, in which the company already has an extensive network of retail stores. Entering small towns is part of a horizontal expansion strategy.
“Small cities with the number of 100-200 thousand people are attractive to us. They have a lower level of competition, shoe networks are poorly represented. In addition, with the opening of a shoe store in the field, the pattern of consumer behavior changes: if they used to go shopping in the nearby big city, they are now ready to make purchases in their hometown, ”comments Yulia Savchenko, head of the retail department of Obuv Rossii company.
Investments in opening a store in a small city and a large regional center are comparable. At the same time, satellite cities have a number of features. As a rule, they have more choice of retail premises, but their quality is worse. Therefore, additional efforts are required to bring them in line with company standards. “Also in small towns it is not always possible to immediately pick up a sufficiently professional team for a store. Therefore, we pay additional attention to the training of line personnel in stores and competent internship for management staff, ”says Yulia Savchenko.
In the next two months, the company will expand its presence in the Chelyabinsk, Moscow regions and in the Altai Territory, opening stores in cities such as Miass, Balashikha, Rubtsovsk.