Is there an alternative to modern branded hypermarkets when buying digital equipment? Can a medium-sized business compete with a large one for "its" buyer? A practical answer to these conceptual questions can be the work of the Budenovsky shopping center on the Entuziastov Highway (Moscow).
As experience shows, you can compete by motivatedly opening departments in a modern shopping center (TC) convenient for the buyer. It is important not only to create large retail space, but also to arrange them conveniently for the buyer. In addition, it should be taken into account: the possibility of large purchases and their volume are stimulated by the availability, convenience and capacity of the parking lot belonging to the shopping center.
By the way, when designing "Budenovsky" all this was provided.
Budenovsky shopping center as an example of a medium-sized business organization
The efficiency of the shopping center in question is largely determined by competent marketing planning. When organizing a medium-sized business within the shopping center, several important conditions were met. Denotethem:
- a well-defined, in-demand line of business (sales of computer and digital equipment);
- The Budenovsky shopping center in Moscow presents a range of products from manufacturers that are in high demand on the market (AcerAMD, Apple, Asus, Canon, Dell, Epson, Fujitsu, Hewlett-Packard, Lenovo, LG, Microsoft, Philips, Samsung, Seiko, Sony, Toshiba, Intel);
- democratic market prices for equipment;
- each of the 220 stores has its own know-how in trade;
- convenient location (in this case, within walking distance from the metro station "Highway of Enthusiasts");
- availability of parking (free);
- maximum comfort for customers (there are two cozy cafes with very affordable prices on the territory of the shopping center).
Working hours
What determines the mode of operation for the Budenovsky shopping center? Several criteria:
- average customer flows;
- significant number of tenants;
- complex spatial solution of retail space;
- modern trade infrastructure;
- the guards perform their functions.
Its sales area is open for customers daily (including weekends and holidays) from 8-00 to 20-00.
Address of Budenovsky shopping center
In the article we will get acquainted with the organization of the work of this center. Of interest are the concept of its creation, the distribution of space, the choice of tenants, effective space planning, the system of internal vertical communications of the Budenovsky shopping center. The address of this specialized shopping center: Moscow, Budyonny Avenue, 53.
For clarity, we present to your attention a map of its location.
Transportation
The owners of the shopping center have successfully implemented it into the city infrastructure (as you know, the effectiveness of the concept of a shopping center is reduced many times due to irrational placement). The object we are considering is built very reasonably. It is important that the existing city transport interchanges make it as easy as possible for visitors to get to the Budenovsky shopping center. How to get to it from metro stations? Answering the question:
- from the metro station "Shosse Entuziastov" to the shopping center can be reached by tram No. 8, 24 or 37, driving one stop;
- from the station "Semenovskaya" to the shopping center trams 34 and 36 go;
- from the Aviamotornaya metro station, as well as from New Kazanskaya Square, tram 8, 24 or 37 will bring buyers;
- from the metro station "Vykhino" goes trolley bus number 30;
- trams No. 24, 34 or 37 go from Perovo station to the shopping center;
- from Novogireevo metro station - trams No. 24, 34, or 37
- from the Kursk railway station - tram number 24.
We have presented 7 options for shopping trips. As you can see, it is not difficult to get to the Budenovsky shopping center. The opening hours of the mall are the same every day; There is no lunch break, which is convenient for shoppers.
Who owns the mall?
Efficiency of the shopping center is based on the balance of interests of the owner (developer), trading organizations (tenants) and, of course, buyers. A convenient tool for ensuring the main activities of the shopping center is the official website. What is striking in its analysis? In terms of the zone of influence on the trade flows of households and the total leased area, this shopping center clearly exceeds the microdistrict value, it can be attributed to the district.
However, the limitations of the information presented to readers are striking. Generally speaking, the lack of openness is a problem in the transition economy. A characteristic feature of domestic business is the lack of information about the owners presented to the general public. Indeed, the personalities of the people who own the Budenovsky shopping center are veiled by the laconic "we". Although experts say that for this type of shopping centers their number usually ranges from two to six.
Convenient interactive interface from the developer
Nevertheless, the organization by the developer of "Budenovsky" of advertising activities to promote the complex, as well as to promote the goods of its tenant sellers, deserves respect. An unnamed developer organized effective communication between sellers and buyers through the official website.
Without leaving home, a potential buyer, by going online to the page of the official website of the shopping center, selecting the "Scheme" section on it, sees not only the location of the main trading sections (of which there are eleven),but also the actual placement in each section of the entrepreneur-tenant, his name, assortment of goods, contact numbers. The buyers are presented with the distribution of the area of the Budenovsky shopping center. The layout of the interactive character is compact and convenient.
About the groups of goods sold in the shopping center
From the point of view of the buyer, the choice of the product of interest - digital technology - is facilitated by information. It is reasonable to familiarize yourself on the eve of visiting the shopping center with what departments you should look for the product of interest. In the "List of goods" section, the assortment sold in the shopping center is grouped into main categories:
- GPS;
- automotive equipment;
- PC accessories;
- household video and audio equipment;
- video and photo equipment, accessories;
- external USB devices, Bluetooth;
- game consoles and accessories;
- PC accessories;
- complete computers;
- Pocket PC and accessories;
- mobile phones and accessories;
- multimedia and software;
- laptops, accessories, components;
- office equipment;
- tablet PCs and accessories;
- radio equipment;
- connectors, adapters, cables;
- consumables, stationery;
- servers;
- network equipment;
- video surveillance and security systems;
- telephony;
- services;
- input devices;
- blank media.
Product of interestbuyer, becomes visible on the site when the desired category is selected. This will open a list of subcategories, which, in fact, represent the segment of the assortment of goods that is of interest to the buyer of the Krasnoarmeisky shopping center. For example, when purchasing a monitor, a person sees the names of thirty sections where they are sold. According to the scheme, he can rationally designate his route through a huge shopping center in advance.
Entrepreneurial tenants
As you know, many users prefer to buy products of famous brands. Apple, Asus, Sony, Toshiba branded stores operate within the walls of Krasnoarmeisky.
Dozens of tenants are united by the Budenovsky shopping center. The stores operating in it have proven themselves well and have their own clientele. In particular, such of them have been successfully working for a long time: COMDES, EnterNOTE, LAPTOP, RD. COM, RE:STORE (Apple partner), TFK, Vobis, CYBER[net], KIT, Parity-94 ", Polaris, Radiotekhnika-K, Regard, Respect, Sibiuss, SCM PortCom, Stalker, StartMaster, TVIKLAB, Digital World).
About the center's buyers
The leading sales area of the shopping center is computer equipment.
"Budenovsky" is deservedly in demand among users who want to purchase a PC for themselves that meets their individual needs. Prepared and educated salespeople are good consultants at the same time. They can expertly tell the buyer the right model of laptop, tablet. The buyer knows: by visiting the Budenovsky shopping center, he will be able to get several projects for completing his future PC at once, choosing from them the best one that provides both the required performance and reliability.
The choice of a computer will complement the wide selection of office equipment and accessories. Moreover, right here, in the shopping center, you can pick up an ergonomic computer desk and an armchair. The range of photographic equipment is extremely large: from amateur to professional photo studio equipment.
Here you can also satisfy the most refined taste of gourmets from mobile telephony. A decent economy option starts at a price of 4,000 rubles, the "classic" level is estimated at between 4,000 and 10,000 rubles, and, finally, the elite category, the cost of which starts at 10,000 rubles.
Computer entertainment lovers will be impressed by the selection of game consoles: Sony Playstation, Game boy, Nintendo, Wii, PSP, XBox, Dendy, as well as a range of games.
About reviews
Budenovsky shopping center can satisfy any consumer requests. Customer reviews deserve attention.
As you know, when planning any large purchase (and the purchase of digital equipment is just such), a prudent buyer first gets acquainted with the average market prices. Obviously, sellers-tenants do not say a fixed cost. Therefore, when buying a quality product and hearing an inflated price from the seller, you should not get lost. From the reviews it follows that in such a situation, buyersusing a smartphone connected to the Internet, clearly demonstrate the real price to the seller. After that, the price goes down, and the long-awaited purchase becomes a reality. In a word, you should bargain in Budenovsky.
Conclusion
The format of the shopping center today is in high demand for the development of medium-sized businesses. As the experience of the Budenovsky shopping center demonstrates, the concentration of commercial digital equipment and its services under one roof is a positive phenomenon.
If in the last century the development of medium-sized businesses was determined by the organizational form of the market, then in the 21st century it was replaced by a more efficient format - a shopping center. In the Budenovsky shopping center, all conditions have been created for the buyer:
- information support;
- consulting support (trained salespeople, based on performance and reliability criteria, will tell the buyer which office equipment of which configuration and brand he needs);
- bundling software (a computer bundling project drawn up at the request of the customer is implemented here, in the shopping center; having made such an order, the buyer buys the demanded assembled PC at the agreed time);
- service support (here, under the roof of the shopping center, warranty and post-warranty repairs of digital equipment are carried out, as well as components are sold and ordered);
- installation (after-sales) support (having bought equipment, the client here, right in the shopping center, has the opportunity to order installation on site, configuration, additionalfirmware, etc.);
- transport support (if necessary, the purchased digital equipment will be delivered to the place of operation at a convenient time for the buyer).
Based on the above, it is not surprising that the Budenovsky shopping center has prospects for an increase in the number of customers.
