Now in the network stores electronic POSM and touch LCD screens will be installed. In addition, a specially dedicated children's leisure zone will appear in TsentrObuv, equipped with a television display for cartoons, a floor board for drawing and educational games. The first store in an updated format has already opened in Moscow on Altufevskoye Shosse.
Starting June 2012, all TsentrObuv stores will open in the “new format”. The remaining points of the network will be upgraded twice a year during the low trading season. As explained in the company, the lowest demand is typical for the end of January and throughout February, as well as for July and August. The average total area of the TsentrObuv store is about 330 sq.m. In a new format, objects with an area of more than 350 sq.m will be opened. The volume of investments, as well as how long the retailer plans to complete the restyling in the company was difficult to comment on.
According to Andrei Nesterov, Director General of CJSC TD CenterObuv, when implementing such projects in Russia, the experience of foreign colleagues should be taken into account.
“Inspiration is given to ideas such as touch screens with an 3D demonstration of models and a description of manufacturing techniques, photo fitting rooms,” says the top manager. “In my opinion, the geolocation service will receive significant development in the near future with the provision of discounts to customers who tagged themselves in the store and posted a link on the social network.”
Today, the CenterObuv chain includes more than 900 stores. The company plans for 2012 to open an 371 outlet, of which about 130 is already working. Moreover, to support development plans, CenterObuv attracted two bank credit lines: from Sberbank for 5 billion rubles. and Gazprombank for 2 billion rubles.
“Perhaps the company is conducting restyling in order to increase the average check in chain stores. Today, “TsentrObuv” may not have enough of the margin that exists now, ”said Sergey Sarkisov, vice president of Novard Group of Companies, which is developing the Econika shoe cassette network. “In addition, the management of shopping centers very carefully launches networks operating in the“ hard discounter ”format onto their areas, they pay a lot of attention to the appearance of stores and their positioning. Probably, after updating the format, TsentrObuv will have the opportunity to get into many shopping centers. Therefore, restyling is a sure step in development for the company. However, it is not clear how customers will perceive it. ”
According to Elena Komkova, a partner of Retail Training Group, it is not clear what tasks CenterObuv wants to solve with this restyling.
“It seems to me that such changes would be justified if the retailer is going to significantly change its positioning,” the expert says. “If the global goal, for the realization of which restyling is necessary, is not obvious, then this is more likely just another example of a waste of money.”
According to INFOLine & Retailer Russia Top-100 2012, the TsentrObuv TD became the largest fashion retailer following the results of 2011 with revenue of 29,3 billion rubles excluding VAT. The company took the 22 place, retailer.ru reports.
The company began its activities in 1992 and is the largest network operator in the field of shoe retail in Russia. "CenterObuv" develops two complementary directions: family stores "CenterObuv" and youth shops Centro format fast-fashion. As of June 2012, the group’s retail network includes over 900 stores and covers more than 300 cities in Russia.