There is an opinion that if a supermarket or a discounter with low prices and a wide assortment opens next to a local store, then the Khan’s shop is open.
Correction: Khan, if the owner is tired of doing it.
Here are 9 tools that an entrepreneur can use to ensure that the appearance of a supermarket becomes a blessing ... or, in any case, does not become evil)
1. Remember that this will happen someday. Even if the trade is wonderful now and the buyers are queuing, it must be remembered that "standing on the trail" is not at all a unique selling proposition and customer confidence is earned over the years.
2. Build up with an assortment. Any federal network has a federal contract for federal brands. As soon as it became clear that Magnit, Pyaterochka, Dixie or the regional Coin, Family or Metropolis would be nearby, then before the opening we stomp into the nearest colleague, determine "their" category leaders and boldly and fearlessly drive them off the shelves. We search and put what is not there. How do you know who is open? Ask the builders
3. The most important rule: Fresh will save you. Fresh category - this is what is not stored for more than 14 days. plus sausage)
None of the discounters of federal companies I visited can manage high-margin fresh juice: salads, side dishes and meat dishes. Find a normal manufacturer and make fresh your chip. The same applies to baking. Here in Che Miratorg showed up in fresh supermarkets. Herzlich Wilcommen. We will prove to the country that Chelyabinsk is a city with better trade)
4. Work with staff. The sellers are used to having 500 checks, the corresponding revenue. They can predict their income. As soon as the neighbor starts, the revenue will go down from 10 (like ours) to 50 (as I heard) percent. In the second case, everything is bad. In the first case, you need to understand whether the sellers are ready to pull or not. In half of the cases it will be necessary to replace personnel. Habit is power.
5. Forbid yourself to think about lowering and equalizing prices. This is a dead end. The only right to reduce prices are products that we will sell out when changing the range. Drain.
6. Humanity. This is what the federal government can't give. trade company. No matter how hard the hr units try - nein. There is no humanity in Russian discounters and never will be. And in the local store, yeah. This is the work of the owner with the seller.
7. Friendship with neighbors. Your salespeople should be friends with the salespeople at the neighborhood pharmacy, pet store, and flower shop. Neighborhood sellers will send to you.
8. Know about consumer behavior: when an alternative point with cheaper prices appears, those who are fundamentally cheaper and don’t care about the service will go there forever. Forget about them. Another 70% of your audience goes there and looks like but then will return if you have something that is not there.
20% will appear there once. And they will return.
Here is a nuance. If, after returning, people see a different working employee (the seller was sad from a lack of revenue), then they can leave again.
9. Search and update assortment. How are markets benefiting? Yes, there is always something new and interesting. I drive around the markets, buy all sorts of new stuff and we bring them to us
These things work. But on products. I don't know what to do with a DIY or a droggery shop. Because I didn't think
11.02.2014, 21:31
Pyaterochka is opening next to my little shop. My knees are shaking, it's scary, how to live on? Do not count how many small ones like me were ruined by these dimensionless networks. What to do? I'm in complete panic.
Lissy Moussa
12.02.2014, 14:02
reconsider the position
12.02.2014, 21:52
And rename the store to "Plus". Pyaterochka with a plus - what could be better!
13.02.2014, 08:23
Never before has disrespect for a competitor been a MAGIC MEANS
Pyaterochka didn’t kill anyone - they just know how to work better and more efficiently
reconsider the position
Contempt? How did I disrespect my competitor?
Better and more efficient? Yes, who would argue. They say so too. It's like launching a Mercedes and a cyclist for the same distance.)) There were three of us here, three cyclists. And they turned their pedals, and it was fair. And then the fourth one came, and he was a Mercedes ...
Well, okay, let's wait and see. Efficiency.))
In any case, the idea of renaming Plus is very charming. It didn't come right away, I admit. But when it came - smiled. :) Thanks, Author. :)
A picture reflecting the situation: the predator is not fighting.
http://i.kremenchug.ua/out.php/i25473_50280403-hischnik-ne-sraztsya-.jpg
Lissy Moussa
13.02.2014, 16:36
Do not count how many small ones like me were ruined by these dimensionless networks. What to do? I'm in complete panic.
About disrespect: Pyaterochka has no task to destroy anyone
It is you who attribute predatory habits to her
And their task - to earn dough - is the same as yours
Become better than them (or complete them) - the idea of a "five plus" is brilliant!
And your reasoning about justice is one-sided
I would gladly exchange three "little dirty tricks" at my house for one "Pyaterochka" - and for me - it would be fair
As well as for most of my neighbors
13.02.2014, 18:58
The difference is that small-timers have taken root near your house, and I am friends with my sleeping area.)
Yes, that's right, there is no absolute good (evil, justice, beauty, truth, etc.), and everyone has their own truth.) And I have it too. My truth. I stand on it. I'm afraid it's easy to slip on someone else's.)
Lissy Moussa
14.02.2014, 09:30
Pony, are you really resisting so much that you don't see what I want to say point-blank, or are you still fooling around?
There is no talk about your truth at all
I'm talking about the war
You are the one who announces it
And you persist in it for some reason
Or maybe peace and chocolate
Although if your truth is war, then of course you can’t argue
But I think so, not for the ambulance - not our methods
Asterisk of Happiness
14.02.2014, 16:30
May I put in my five cents?
I also have a small shop. And when Magnit opened nearby (* this is also a supermarket chain), I was scared. But time has shown "wolves to be afraid not to go into the forest." The magnet works and I work. Moreover, another store opened three meters from me. But I'm not afraid. My clients have remained my clients. I am even going to expand and increase the assortment.
From magical. Scary... Movie "Gentlemen of Fortune" in kindergarten Leonov: "I'm an evil and terrible gray wolf, I know a lot about piglets, uuuuuu..." And the children laugh .... Play about the same thing, only "Pyaterochki" say, and you laugh. Laughter helps with fear.
And go to the forest. Hang pieces of paper on trees, in bushes with painted burning eyes, like a wolf, "5"s. So, you went into the forest, "saw fives", but are not afraid. ...
And don't declare war, Lissy is right. And then you have to dig trenches.
14.02.2014, 20:15
I beg you, girls, what other war, where did you find it with me? Well, what kind of warrior from a frightened and shaking knees aunt? Of course, I came here for a smile to change the frightened mood, I already found it. I'm not afraid anymore.)) But I will still visit the nearest landing with a notebook in my hands.)))
Lissy Moussa
16.02.2014, 13:41
Mdya, it doesn't reach
Well, swarm trenches then with shaking hands :)))
I explain for the especially gifted: it was you who distributed the roles
And the role of a terrible and terrible strong enemy was given to Pyaterochka
And she took the role of an aunt who crap one's pants from fear
NOBODY MORE IN THIS YOUR MODEL DID NOT PARTICIPATE
This is how you decided
To prove to you something else, as it turned out, is useless
But I'll try one last time: LOVE Pyaterochka!
Large retailers such as Magnit, Pyaterochka and Dixy literally captured the Russian grocery market. Owners of small grocery stores are actively leaving the niche, which is not always justified. Surviving and even increasing profits in the age of grocery supermarkets is real, for this you just need to learn to understand the needs of the buyer and begin to meet his expectations, playing on the imperfections of large retail chains.
1. Bet on geography
Even if several supermarkets are located around your store at once, when you are in the center of a sleeping area, this fact should not bother you. The fact is that in places of accumulation of residents with an average level of income, supermarkets are more popular, due to the trust of buyers in them. The main thing is not to lose this trust, for which you should carefully monitor the needs of the backbone of buyers, they will make you a profit.
There is an opportunity - move deeper into residential areas. This is especially true for large cities, where large retailers, as a rule, rely on renting space in large malls. SECs, in turn, are usually located outside the city, and few people go to them every day for bread and other essential goods.
2. Use large supermarket ads to suit your business
To increase the interest of buyers in your small grocery store, it will be useful to play on the advertising of "network" neighbors. Pay special attention to the main positions of their range. You may be able to offer a product advertised by a retailer cheaper or with bonuses.
To do this, select 5-7 magnet products, products that are bought most often. Find a supplier of this or a similar product. Post a catchy promotional ad or give away Flyers in the place of the maximum passability of people. Meet the buyers. Many will look for an unprecedented discount on the product, and will definitely buy something else. It is enough to choose 1 magnet product per week.
3. Work with small suppliers
Against the background of food giants, cooperation with small suppliers of “home-made” quality products will help to stand out. Find suppliers offering meat, milk, country eggs, homemade cakes and more that are unlikely to ever appear in big stores. There is always a demand for such goods, but you need to seriously approach maintaining the quality and sufficient volumes of unique products, then the famous “word of mouth” will work for the reputation of your store.
Good examples of what rarely appears in the windows of large retail chains:
- fresh meat;
- dried fish;
- dairy products "from the village";
- seasonal fruits at an affordable price;
- original pastries.
The reason for the effectiveness of the method is the impossibility of suppliers of the above goods to provide retail chains in sufficient volume. Don't miss the opportunity to use it.
4. Focus on the weight of the product
In large self-service stores, the lion's share of desserts, sweets, cookies, meat products and convenience foods is sold in packaged form. But not everyone is comfortable buying a package of sweets or a kilogram of dumplings if they can’t eat half before the expiration date. Offer customers a weight product, and this will immediately affect the growth of your store's profitability.
It is not necessary to "reinvent the wheel", select a department for:
- sweets;
- meat and fish;
- semi-finished products;
- cereals, pasta, sugar, etc.
You can not offer everything at once from the list above. Choose the type of product that will fit into your assortment. It is important here not to create a queue due to the time spent on weighing. Hiring an additional seller for the weight goods department can help with this.
5. Improve the quality of service
Numerous studies conducted by large grocery stores show that most often customers are dissatisfied with the quality of service. IN in social networks there is even a joke about the fact that dozens of cash registers are specially made in the supermarket so that half of them do not work during rush hour. Give the buyer what he lacks so much, namely polite communication, high speed service, lack of queues and other things that are so annoying.
Be sure to take care of installing a payment system with plastic cards, otherwise you risk losing a considerable percentage of customers. If possible, supplement the outlet with a self-service terminal. Who came to put a couple of hundred rubles into the account mobile phone a person, most likely, will buy something, or at least remember the store and return when the need arises for the goods presented in the windows.
By the way, about the windows. Give them maximum attention. Make legible price tags with large names, arrange products in thematic groups, put essential products in sight, and constantly maintain cleanliness in trading floor, it encourages shopping.
And another secret to attract customers. Schedule the store so that it opens earlier and closes later than neighboring supermarkets, this will also have a positive effect on monthly profits.
6. Adjust the assortment
If you don't know what a typical customer in your store looks like, then your store will have a hard time surviving in the megastore era. In the near future, draw up a portrait of a typical frequenter of your outlet and write a rough list of products that he buys, and adjust the assortment, in accordance with the wishes of a typical buyer. Not in a crisis best time order "for solidity" a batch of red caviar, if they buy it from you once a year. It is better to concentrate on essential goods, and in small batches.
Large chain stores, for example, order dairy products every few days. And it happens that in the windows you can find yesterday's and even the day before yesterday's milk. And you find a supplier of "today's" milk, and after a while, thanks to "word of mouth", it will be sold out in the first half of the day. Also with fresh pastries, fresh meat and rustic cottage cheese.
7. Implement your own discount programs
It is not necessary to create complex discount systems. It will be enough to offer 2-3% discounts for pensioners or students, once a week to offer a discount on a certain group of goods, or to allow savings for those customers who purchase goods for a certain amount.
A good idea to attract buyers is tastings. So, a shop offering, among other things, tea and coffee by weight, can give coffee or tea to customers in the first few hours after opening. And show the product with your face, and attract attention. You can also treat them with sweets, offer to try sausages or pastries.
With a detailed study of buyers, you can find more ways, allowing to successfully coexist with self-service stores. But in general, the success of a small grocery store today is based on three pillars: the quality of service, a well-chosen assortment and a set of unique products that are not presented in most chain supermarkets.
Pyaterochka is a federal network of fast shopping stores known throughout the country. TO present moment more than 1500 successfully operate in Russia outlets. The format of the stores is designed for buyers with an average income, which makes them so popular among consumers. Regular promotions, a well-thought-out loyalty system, inexpensive goods - that's the key to success! And using the franchising system, everyone can become the owner of the store. And everything is greatly simplified, given the relatively low cost of the Pyaterochka franchise, when compared to financial performance with many other companies.
The owner of the Pyaterochka brand is X5 Retail Group. And since 2009, the company decided to use the franchising system as a scheme for developing a chain of stores. The current program is an effective, carefully thought-out business model that has quickly taken root in the Russian market.
Franchise conditions:
Investment amount: from 3.5 million rubles.
Franchise cost ( lump sum): 1,000,000 rubles.
Royalty: none.
Payback period: from 12 months.
Minimum area of the premises: from 300 m 2 .
Sales region: all Russia.
- The right to use for profit a well-known trademark throughout the country.
- Competent work of specialists involved in the sale of a franchise.
- Relatively low price franchise for a store of a large chain of federal significance.
- Well-established system for the implementation of the work of the outlet and the document management system.
- Ready bases of suppliers of goods.
- Ready plan-project of shops.
The entrepreneur is provided with full support provided by the franchisor. Having the required funds available, you can safely enter into an agreement with X5 Retail Group. How to open a Pyaterochka franchise in Russia? What should an entrepreneur take into account?
How to become the owner of the Pyaterochka store?
Starting a franchise business is quite easy. This is explained by the fact that the solution of many problems is assumed by the brand owner. Same here! To find out how to buy a Pyaterochka franchise, visit the X5 Retail Group website. There will be a small online questionnaire. Fill in all the required fields with information and leave your contact details.
The franchisor himself is interested in the development and promotion of his network, and therefore, managers quickly contact those who left an application on the site. After both parties find out all their questions, the stage of negotiations and the signing of a cooperation agreement follows.
The franchisor promises to start the business within 60 days after signing the contract! Very fast time when compared with the process of opening your own business.
What are the requirements for a franchisee?
X5 Retail Group puts forward certain conditions Pyaterochka franchise. But all the indicated requirements are quite loyal and quite feasible!
The franchisee will need:
- Documentary confirmation of the availability of premises of the required area (either owned or in a long-term lease from a reliable landlord).
- Availability of funds for a down payment.
- A spotless reputation in law enforcement.
- No outstanding loans.
- Readiness for fruitful cooperation according to the established rules.
The only thing to work on is the search suitable premises. To find a suitable area, study the offers of landlords of premises in a particular city. You will be able to open grocery store Pyaterochka franchise, if you find an area that meets the following requirements:
- Availability of necessary electric power, hot water supply and heat.
- Suitable layout.
- Dedicated telephone and internet line.
- Passable place (sleeping areas, near bus stops public transport, close to the road).
- The presence of a free area in front of the building (for parking).
- Low level of competition.
In some cases, the conditions may vary slightly - it all depends on the specific locality and area.
How is cooperation with the franchisor built?
After signing the cooperation agreement, active preparations for the opening of the store begin. The cost of buying a Pyaterochka franchise does not include the purchase of commercial equipment and food stock - the entrepreneur gives his own funds for this. It turns out that the franchisor provides here only all possible assistance - recommendations, advertising material.
Such a system of doing business is good because there is no need to develop the concept of an outlet, logo, color schemes and design.
Franchising Pyaterochka "works" according to this scheme. The entrepreneur, listening to the recommendations of the brand owner, conducts business. All proceeds go to the cash desks of the store, but then X5 Retail Group collects in full. From the transferred amounts, the franchisee receives an agency fee - this is, as a rule, 13-17%. The money is used to purchase goods, pay utility bills, pay taxes and wages. And all that remains is the personal profit of the entrepreneur.
The price of a Pyaterochka franchise is entirely justified, given that many established brands offer higher prices and lower royalties to franchise buyers.
In the interests of X5 Retail Group franchisees, the following activities are carried out:
- assessment of the condition of the selected property;
- development technical project taking into account all the features of the object;
- installation of the necessary software in the store;
- training of hired employees;
- delivery of the ordered goods from the distribution center.
And all this is an invaluable help in organizing a business. Every entrepreneur will confirm how difficult it is to set up a business, given how many nuances you have to take into account.
It will be difficult to indicate the specific income of the franchisee - it all depends on the particular supermarket. But the franchisor in his advertising brochures promises a promoted store a net profit of at least 300,000 rubles / month. And these are excellent indicators of profitability. But as the owners' feedback on the Pyaterochka franchise proves, it will be difficult to achieve such figures in the first months of operation. But in the future, subject to a well-chosen place and the absence of competition, the entrepreneur's income can reach up to 1,000,000 rubles / month. The minimum payback period of 12 months, indicated by the franchisor, is achieved in practice only in large cities. Here the daily turnover is much higher than in the district supermarkets. In addition, competition has a strong impact on the level of income - there are a lot of outlets designed for the same segments of the population today!
The very concept and format of cooperation under the Pyaterochka store franchise gives entrepreneurs an excellent chance to reduce the cost of doing business by entering the federal trade market.
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