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Opening of a new hypermarket « Lenta » on Obvodnoi channel

13.11.2020

Opening a retail outlet in the city is a holiday for both business owners and citizens. The first ones want to create an amazing event and attract as much attention as possible, and the last ones – to learn all about products, profitable promotions and have a good time.

 

In 2019, we helped the retail chain « Lenta » organize a PR campaign in honor of opening of a hypermarket after repair on Obvodny canal in St. Petersburg.

 

Goals and objectives of project

 

Objectives:

 
  1. 1. To tell citizens about the start of work of hypermarket after repair.
  2. 2. Create a positive image of the company by creating a promo campaign.
  3. 3. Increase the store’s traffic and improve the dynamics of sales growth in general, as well as for specific positions.
  4. 4. Strengthen the customer’s leading position in the market.
 

The goals were divided into tasks:

 
  1. 1. Create a scenario and mechanics of event.
  2. 2. Purchase, installation, delivery and branding of equipment.
  3. 3. Search and training of promotional staff (promoters, animators, supervisors, etc.).
  4. 4. Organization of additional entertainment for guests.
 

Deadline: November 2019.

 

Before proceeding to the story about the progress of work, we will pay a few words to the customer.

 

About the customer

 

Lenta is a retail chain founded in 1993. For 7 years, the company has grown into a market leader. Today it has 247 hypermarkets and more than 130 supermarkets in all regions of Russia.

The product catalog includes food, household chemicals, tableware, textiles, clothing and footwear.

 

In 2018, Lenta on the Obvodny canal had to be closed for repairs. A year later, the owners decided to start from scratch and launch a new hypermarket in the same place.

 

We will tell you more about how we helped organize the opening ceremony.

 

Implementation

 

We had 4 days to prepare the event.

 

The work was carried out in the following areas:

 

Creating a scenario

 

The main goal is to tell guests about changes in the store’s operation. This is a new creative space with an unusual design, bright graphic elements and innovations. Among the new products: self-scanners, convenient cash registers for self-service and LED screens for internal advertising.

 

It was important for us to make sure that customers could try out all the advantages, walk around the halls and get acquainted with the assortment. To do this, we have developed a scenario and timing so that visitors have enough time to attend performances, as well as make purchases.

 

In order for the entire process to go smoothly, you need high-quality technical support

 

Purchase and branding equipment

 

Since the location of the PR campaign had already been determined, we had to buy and place the necessary equipment.

 

On the street there was a stage from which the director of the company made a solemn speech. There were also music and dance performances, so we provided the speakers with all the equipment (microphones, speakers, etc.).

 

In addition, the process was recorded on camera , which later helped us compile reports for the client.

 

Search for staff

 

The third task was to gather a team of employees who would ensure a high-quality event, talk about the advantages of products and could orient the guests.

There were promoters on site informing about profitable promotions for products, store concepts, and positive changes. Children who came to the holiday with their families were entertained by animators. They put on their faces with colorful face painting and offered a variety of entertainment.

 

Also at the entrance, people were met by a life-size doll in the costume of the brand’s logo (flower).

 

The host and musicians performed on the stage, which we also pre-instructed.

 

The work of the staff was supervised by a supervisor.

 

Additional activities

 

We organized entertainment for all guests of the event. Among them were a musical performance by a cover band, a light show, a concert by a dance group and master classes.

 

We created an event that attracted a lot of attention from the residents of St. Petersburg. We were able to provide fun leisure time for both adults and children.

 

Results

 

As a result, we created a promo campaign that became a major city holiday, which was covered in the media and on television:

 
  1. 1. We were able to improve the brand’s image indicators.
  2. 2. Increased the loyalty of citizens to the retailer.
  3. 3. Accelerated sales growth for specific items.
 

Conclusion

 

Clever marketing will prepare a festive opening of a retail outlet for you. We will do everything in our power – you can be sure that the event will pass without a hitch!

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