Now electronic POSM and LCD touch screens will be installed in the stores of the chain. In addition, a specially designated children's leisure zone will appear in TsentrObuvi, equipped with a TV display for showing cartoons, a floor board for drawing and educational games. The first store in the updated format has already opened in Moscow on Altufevskoe highway.
From June 2012, all TsentrObuv stores will open in a “new format”. The rest of the chain's outlets will be upgraded twice a year during the low season. As the company explained, 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 CenterObuv store is about 330 sq.m. Objects with an area of more than 350 sq.m. will be opened in the new format. The volume of investments, as well as in what time frame the retailer plans to complete the restyling, the company found it difficult to comment.
According to Andrey Nesterov, General Director of ZAO TD TsentrObuv, when implementing such projects in Russia, the experience of foreign colleagues should be taken into account.
“I am inspired by such ideas as touch screens with 3D-demonstration of models and a description of manufacturing technology, 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 have checked themselves in the store and posted a link on a social network.”
Today the "CenterObuv" network includes more than 900 stores. The company plans for 2012 to open 371 retail outlets, of which about 130 are already operating. Moreover, to support its development plans, CenterObuv attracted two bank credit lines: from Sberbank for 5 billion rubles. and Gazprombank for 2 billion rubles.
“Perhaps the company is restyling to increase the average check in the chain's stores. Today "CenterObuvi" may not be enough of the margin that is now, "says Sergei Sarkisov, vice president of GC" Novard ", which develops the network of shoe cassettes" Econika " “In addition, the management of shopping centers is very cautious in allowing chains operating in the“ hard discounter ”format to enter their premises; they pay a lot of attention to the appearance of stores and their positioning. Probably, after the format update, CenterObuvi will have the opportunity to enter many shopping centers. Therefore, restyling is the right step in development for the company. However, it is not clear how buyers will perceive it. "
In the opinion of Elena Komkova, partner of Retail Training Group, it is not entirely clear what tasks TsentrObuv 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,” says the expert. - If the global goal, for the realization of which restyling is necessary, is not obvious, then it is rather just another example of a waste of money.
According to INFOLine & Retailer Russia Top-100 2012, CenterObuv Trade House became the largest fashion retailer in 2011 with revenue of RUB 29,3 billion excluding VAT. The company took 22nd place, reports retailer.ru.
The company started its activity in 1992 and is the largest footwear retail chain operator in Russia. TsentrObuv develops two complementary directions: TsentrObuv family stores and Centro youth stores of fast-fashion format. As of June 2012, the group's retail network includes over 900 stores and covers more than 300 cities in Russia.