„Everything customers want from Match”

According to Tamás Szendrő sales director, the first one and half years of the store modernisation program of Match has been a success. Sales in the modernised stores have risen by over 10 per cent compared to earlier periods. He regards his job as attractive, because he enjoys participating in working out corporate strategy. He also allows the fourteen regional heads of the store chain to participate in decision making, as they play a key role in implementing strategy. He had begun his career as a police officer investigating. The ShopperTrends survey by Nielsen shows that demand exists for the services offered by the supermarket channel. The proportion of consumers who spend the largest part of their FMCG expenditure in supermarkets is growing. At present, this is almost one out of three. While basket values stagnate nation-wide, expenditure registered for visits to Match stores shows a significant increase. Total sales in the 124 stores amounted to HUF 65 billion last year, whereas 132 stores had generated sales of 68 billion a year earlier. As perceived consumer requirements towards stores located in city centres are changing, it has become practical to begin modernising Match stores, 80 per cent of which are located in city centres. Match pays special attention to its sixteen 1,500-2,000 square meter stores located in malls. Most of their other stores are located in city centres which has both its advantages and disadvantages. Small floor space means a limited assortment and deliveries are often difficult to make. On the other hand, these stores are easily accessible to a huge number of people. The most noticeable result of modernisation is that assortments have been expanded from 4-5,000 items to 6,500 in modernised stores. As a result, more premium quality products are offered. – We want to sell everything customers need – says Tamás Szendrő. A much wider range of fresh products are sold, since refrigerating capacity has been significantly expanded in modernised stores. Trendy products help to enhance the Match image and also boost sales. They have been among the first stores which listed Norbi Update products and the Béres Alexandra Weight Control assortment is being worked out now. Delicacies are also an essential part of the assortment in stores where customers have become accustomed to having them. Lighting has also been subject to modernisation as more light makes store space more attractive and pleasant. Improved lighting improves sales. In replacing old shelf systems, special attention has been paid to placement of the ten categories identified as being of strategic importance this year. An interesting feature of the Match chain is that the 44 stores in Budapest account for half of total revenues. Szombathely is the off-Budapest location with the most Match stores, namely 13. Sales generated by stores in major cities are however, quite similar all over the country.