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25
FUNDAMENTALS
As close as possible to the act of purchase
The consumer has always been the main target in the Group's
product communications strategy. These days, we make a distinction
between buyers and consumers and we are developing an approach oriented
towards buyers at the point of sale, supporting them as they make their
choices and decisions to buy. In this context, signs on the shelves, layout
and clear labelling are important sales aids.
With this in mind and in partnership with retailers, the Group aims to develop
more attractive and convincing displays, which take into account consumer
behaviour (average time spent in the shop, planned or spontaneous
purchase, main questions or concerns etc.). In the field of cookware, for
example, certain issues such as the innocuousness of the coating, durability,
induction compatibility and novelty have been identified as crucial in order
to captivate the attention and interest of shoppers.
83% of group stores
under franchise
Every year,
30 million people
enter one of the
Group's stores.
continued growth in retailing
When setting up its first Home & Cook stores in Russia, the
Group selected locations in shopping centres attracting
plenty of visitors. Shopping malls are very popular with
Russian consumers who like to while away their time
sheltered from the bad weather. The first store opened its
doors in summer 2012 in the Bum shopping centre in
Moscow. By the end of 2012, three stores were open. In the
medium term, the network is due to cover more than
50 stores nationwide by 2014. Another new destination for
Home & Cook is Dubai, where the first store opened its doors
at the beginning of 2013.