Match with a distinctive strategy

In recent years, Match did not show rapid expansion. In fact, the number of their stores dropped. However, as results began to improve, the owners approved of opening new stores last year, but management decided not to take the opportunity and waited. Following 2003 and 2004, the toughest years, a strict strategy has been adopted, aimed at making the chain profitable within the shortest possible time. – It is no secret that we are making a loss at the moment, but our losses are decreasing from year to year. Fortunately, we were able to respond to last year’s negative trends in an adequate way – says Tamás Szendrő, sales director of Csemege-Match Kereskedelmi Zrt. Internal reorganisation was in the focus in recent years. On average, ten stores have been modernised each year. Although no new stores were opened last year, this is going to change in 2008. Consumers want to reduce the length of time spent shopping, which means they not only want to see as many products as possible as soon as possible, but also that time spent in the cash register zone needs to be reduced. This is why special attention is paid by Match to this area. Their communication strategy uses classic tools, but great care is taken in deciding which products are to be included in promotional materials, since brands are more important to their customers than price.