New store openings in Russia

Anna Lebedeva, Chair of POPAI Russia, sent an overview of the recent store openings. It is encouraging that despite the pandemic, the photos and the report testify the spectacular, unique stores and widespread customer interest.

Chocolate factory with big brands

According to Statista market researcher, after the leading X5 Retail Group Magnit has the second biggest market share in Russia. Magnit was founded in 1994 in Krasnodar and operating now from 38 distribution centers, 15 production facilities and employing 313 545 employees. Magnit aims to cover major customer needs and to become a store of choice for all Russian families. Magnit is the number one Russian retailer in number of stores and develops a multi-format business model having the portfolio including convinience store, hiper- and supermarket, drogerie, pharmacy, family and ultra-small format stores. Their latest superstore is called „Sokoládnaja Fabrika” (Chocolate Factory) has been opened in Krasnodar. Operating In 6000 sq m space with 25 000 SKUs, design is made in the style of a chocolate factory with unique zones from suppliers. In total, several original departments were created: confectionery, beverages, coffee, children’s goods, toys, and pet products. In-store communication and merchandising also contribute to the shopping experience with spectacular, custom placements as well as state-of-the-art digital technology.

Downtown convinience

Magnit tests convenience store formats  like small pilots such as Magnit City and My Price, which are relatively  small stores with a cozy interior and a café, where visitors can charge their smartphone, connect to Wi-Fi, grab a bite, take away any of the ready-to-eat offerings, or make other small purchases. Assortment of stores includes pastry baked right in the store, ready-to-eat meals, coffee and tea to go, snacks, fruits, dairy products, ice-cream, and drinks.

These stores are located in high-traffic areas: next to business and office centers, universities, on the central city streets. Their latest unit in Moscow, Magnit Semejny, offers 6,000 items on 665 square meters. It focuses on the fresh and ultra-fresh categories, which occupy 35% of the sales area: fruits, vegetables, dairy, and fresh bakery products. The store has its own bakery and a professional coffee machine. Customers may stop for a bite in the 11-seat café with free Wi-Fi. The assortment of eat-and-go products includes 100 SKUs such as bakery products, combo sets, and fresh juices. The new store is also the first to have dual-mode checkouts that can work both as self-service terminals and as standard cashier-operated checkouts. Customers may use price checkers and customer displays at checkouts, test the face-recognition-based payment technology, or scan goods using the MobiScansolution and pay for them at self-service checkouts.

Nations’ cuisin in St. Petersburg

The Azbuka Vkusa operates on 1 600 square meters. There are food corners with food from different cuisines of the world. Here you can try dishes based on recipes of Azbuka Vkusachefs, which are prepared right on the spot, from under the knife: Russian island with pancakes and crumpets, corner with Italian pizza and pasta, Japanese and Asian food, cafeteria and fresh bar. The placement, colors and shapes are also eye-catching on the stage of flavors, in the theater of tastes.

Siskin, the Russian hard discounter

The new hard discount unit of the market-leading X5 Retail Group belongs to the Siskin chain and has opened a new store in Moscow. It awaits its customers on 250 square meters, with a selection of 800 SKUs, mostly private label items and low prices. The sleek design emphasizes the same, and is characterized by modern solutions, wide traffic areas, large-scale price communication, and display of goods in shelf-ready cartons.

* POPAI, from 2015 named Shop! is an international organization of the Marketing and Retail industry which headquarters placed in Chicago and Hollywood Florida, representing nearly 2000 local offices. Hungary joined with the POPAI Hungary Association in 2003, which has since then been a nonprofit professional, educational, research and knowledge transfer organisation active mainly in the FMCG sector. Read more: popai.hu