Company: retail chain of trade centers “Stockmann” (Finland)
Situation: Stockmann entered the russian market in 1989 by becoming one of the first international companies and retailers on the russian market. Thanks to that the level of brand awareness is quite high. In 2012 Stockmann had 9 unique shops in Russia, situated in Moscow, Saint-Petersbourg and Ekaterinbourg. The spectrum of goods is quite wide: household products, mode for men and women, perfumery and cosmetics. The competition in this sphere is very high, which is why there is a constant need for complex struggle for the customers’ loyalty.
Two directions were chosen as a strategy of work with consumers: work with regular customers (invidual discounts and bonus programs) and mass events aimed at involving new buyers twice a year (“Crazy days in Stockmann”). The particularity of those “Crazy days in Stockmann” is their alignment on mass audience, which normally does not buy anything in the distribution network. The interior as well as goods’ composition is transformed completely these days: it’s not a discount for regular goods, but a special offer on particular selection. The event is creatively and widely supported in the mass-media (multimedia advertising campaigns – TV, underground, radio, outdoor advertising, plasma panels, press, internet) and by the promo-events.
Sales in the period of several days equal to the whole sales volume in the interval between them. Brand holds firmly its position on the russian market, further business expansion in plans. Inernet site visits during “Crazy days” exceeded 500 thousand people in October, 2014.
Agency: ProMedia – Russia