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Retail chain drogerie FMCG. Companies in Retail chain (drogerie, FMCG) in Tyumen area

While searching for a free niche for retail business you should consider such an option stores as drogerie. To use it, you need a capital equal to about 550,000 rubles, while the profit will be about 200,000. Drogery is a new format that is not yet very actively used in trade in Russia. However, in European countries this idea is very relevant and quite developed.

This article will analyze in detail the concept of drogerie, its significant nuances and key points, valuable recommendations for the implementation of such a format, possible difficulties along the way and ways to overcome them.

The term drogerie is commonly understood as a special category of stores that specialize in the sale of goods that do not need special storage. Speaking about the assortment, we will talk about household chemicals, cosmetic products, some medicines that do not require prescriptions from doctors. This format of stores deals with goods, the distinctive quality of which is the high frequency of sale.

Considering the main signs of drogerie, special attention should be paid to:

Goods of low price categories;
absence of perishable products;
goods intended for mass consumption;
fast moving goods;
selling products that buyers already know because of frequent advertising. However, the stores themselves contain virtually no advertising;
walking distance. As for, this includes the category of people living next to the store itself;
an area equal to approximately 100-140 square meters. This factor is the standard for this type of outlet;
current self-service format.

All these features help drogerie differ from ordinary hardware stores. As for the main positive points, the most important of them is the presence of an impressive turnover per 1 square meter. At the same time, the markup on the product is quite small.

Now drogerie can be seen only in some major cities, while in others they remain unknown. If you start implementing this type of business right now, then this, with a competent approach, will lead to a stable income.

Blitz interview with Gen. director of the drogerie network “Seven+I”:

Instructions for opening a drogerie store

The appearance of the first drogerie was recorded in Germany. This event was driven by the development of supermarkets and other food outlets and was observed in the 1970s. At that time, German entrepreneurs were developing a special scheme for involving small stores with fast-selling goods. The main requirement was the absence special conditions storage.

As for other European countries, there this project has been positively received and is currently being actively used and developed. The popularity of this phenomenon is not affected even by the fact of a noticeable resemblance to an ordinary supermarket. However, there are some nuances here.

Often, drogeries are distinguished by a more favorable price, but the availability of the products offered also plays a role. People will not drive half an hour around the city to buy cleaning products in one of the supermarkets. The most convenient option in this case is the presence of a small store near the house.

Thus, the most important advantage of this format is the presence of an advantageous location. The turnover of such a store includes, to a greater extent, goods that were bought by regular customers living nearby.

Now Germany can boast of the existence of about 10,000 drogerie. Concerning Russian Federation, then at the time of 2017 there were approximately 97 functioning outlets. This fact testifies to the great potential of the project. Many analysts believe that our state is in dire need of this kind of stores due to the shortage situation.

The level of competition in this area is very low, this is due to the non-proliferation of the format. Now the main competitors of drogerie are supermarkets, hypermarkets, etc. There is practically no internal competition.

The demand for the drogerie format in European countries is not accidental. And although this niche is free in Russia, there are some negative aspects of the phenomenon that an entrepreneur may encounter in the process of business development.

Positive and negative sides

As for the positive points, here you should pay attention to:

large target audience;
low level of direct competition;
a small format of start-up investments;
low costs in the workflow;
win over consumers due to its proximity and attractive prices.

Speaking of negative qualities, it is necessary to take into account:

High competition with the category of stores that have an adjacent format;
A large number of goods, because of this, special control and attention is needed.
Small markup on products. If the turnover is characterized by low rates, then this indicates its unprofitability.

However, drogers still have more positive sides than negative ones. They are within walking distance and offer low cost. Entrepreneurs very often manage to save on various things. For example, there is no need to create any special conditions for the storage of products.

Also, the transportation process itself is quite simple, it does not need to be carried out as often as grocery stores do. Products have a long or no expiration date at all. The implementation period can reach both several months and a year. There are no situations of expired goods, so there is no loss either.

Material losses are very unlikely. Regarding the purchase special equipment, then here it is enough to get the simplest set: various racks, stands, showcases. You do not need to purchase any complex equipment and expensive equipment.

Furniture items can often be obtained in good condition“from hand”, this is another tip for further reducing upcoming costs.

Key moments of assortment formation

As for the range of drogerie, it is mainly characterized by products that have long term storage. Speaking about the categories of such goods, special attention should be paid to:

households goods and household chemicals;
cosmetics and perfumery;
goods for personal hygiene;
medicines sold without the need for a doctor's prescription;
products that are included in the seasonal and promotional assortment.

European stores are full of products such as dietary supplements, and there is a high popularity of drugs in them. However, Russia is distinguished by other statistics. The reason for this is the need to have the appropriate license for implementation.

What is special about drogerie? Photo: pexels.com

Most entrepreneurs do not like paperwork, so they prefer not to take medicines into account when compiling their assortment. As for the range of drogerie, it can be adjusted to match Russian nuances. As for household chemicals, the domestic market is in dire need of it; abroad, people prefer to use the services.

Speaking about the term itself, the dictionary unit "drogerie" is the name of a pharmacy store. However, the realities of our trading process do not allow the free sale of medicines. Therefore, entrepreneurs fill stands with other goods, they deliberately do not waste time on the legalization of medicinal products.

Interaction with the supplier

As for the supplier himself, for him a client dealing with the drogerie format is considered an inconvenient customer. This is due to the fact that the purchase takes place in accordance with the most popular positions.

There are also cases when drogerie operators do not choose new products for sale, because it is more profitable for them to take only promoted products. This causes high level purchases of such a client. Suppliers do not consider it profitable to cooperate with a small and rather problematic customer.

Therefore, entrepreneurs involved in this format are trying in every possible way to find a solution to this problem in order to ensure regular purchases. For example, this is the reason for the creation of a special alliance called the Drogery Union. It includes some of the largest drogerie networks.

The reason for the creation was the increase in the cost of products by suppliers. However, pooled procurement allows them to work together to achieve favorable price. It is also possible to find a regional partner and offer mutually beneficial cooperation.

Another option is to look for some small supplier dealing with certain categories of goods. They are more loyal and very often make concessions, accepting the set of requirements of the entrepreneur.

An important feature is that the trading process should satisfy the needs of buyers as much as possible. This can be done if the store contains a full range of goods, about 94%. For the availability of all commodity items, it is necessary to carefully consider the logistics and supply chain.

The use of smaller suppliers will help streamline the process. In conclusion, we can add that if you want to open a drogerie store, you will have to devote time to analytics, planning systems and personal marketing.

To fill the sales area with products, which is about a hundred square meters, it is necessary to purchase at least 220,000 rubles. A competent calculation of the volume of future purchases plays a huge role. Shelves should not be completely crammed with goods, a balance must be struck.

However, a half-empty booth can also lead a potential buyer to think about a small assortment. With an overabundance of products, buyers do not want to spend time and effort on finding the necessary things.

Location and search for suitable premises for a retail outlet

Residents of high-rise buildings and private houses, which are located at least 500 meters from them, are considered the main goal of drogerie shops. The best solution for finding suitable places will be sleeping areas. They are characterized by a lower rental value, in contrast to the center locality. This fact is very significant positive moment such a format.

Considering the totality of the main requirements for a retail outlet, special attention should be paid to:

location on the first floors of multi-storey buildings, there must also be a separate exit to the street, its front part.
area commercial premises, which will be at least 100-150 square meters;
good lighting;
a good visualization of the room is desirable: display windows, ceilings that are at least three meters high, an open layout that allows you to use the space to the maximum.

As for the cost of renting such premises, it usually amounts to about 50,000 rubles. The price differs depending on the locality. The figure presented is very general. Another important nuance is the presence of a separate exit to the street, so that it is convenient to load products into a mini-warehouse.

Registration process

To practice retail in the drogerie store you do not need to have any special permissions. To open a store, it is very important to collect a package of documents, as well as the availability of a sanitary and epidemiological conclusion issued by Rospotrebnadzor, a permit provided by the fire inspectorate, normative documents to the store.

To lead commercial activity it is necessary to go through the registration process as an individual entrepreneur, it is worth choosing a simplified taxation system. We will also have to deal with the transfer of all insurance premiums for working personnel in the future.

Nuances in the design and functioning of the drogerie

The theme of designing a drogerie-type store is characterized by its specificity, the assortment itself is of great importance. To properly decorate small rooms, you should give preference to racks and island racks that have trade elements. Appearance will not differ much from standard supermarkets.

It should not be forgotten that this type of store is distinguished by a small investment in the design of the interior and exterior. Simplicity is the most best solution. The formation of the trading floor takes place in the same way as in supermarkets.

Since the trading floors themselves are not very large, the placement of high racks is possible near the walls, the central part should be lined with island racks.

It is also worth noting the existence of companies that sell equipment for trading in drogerie stores. There you can not only buy items such as standard racks, but also order the design of a trading floor. At the same time, they themselves will calculate in what volume it is better to purchase commercial equipment.

The cost of one wall rack will be about 8 thousand rubles, island racks will cost about 9,000. The area determines the amount of costs for the formation of trading floors. Having bought racks, you also need to get a cash counter, a POS system for a cash register and other equipment.

How to open such a store?

Since a drogerie is considered a self-service store, it should be provided with sufficient shopping carts or baskets. People should be able to shop normally even during peak traffic.

Often, entrepreneurs prefer standard baskets that can hold about 20 liters. To purchase all the equipment, you will have to allocate about 270-300,000 rubles.

Goods must be laid out on shelves in accordance with the principles of merchandising. The collection of the most sought-after things should be placed away from cash registers. People tend to make impulse purchases. It is best to place promotional or seasonal goods near the checkout.

Speaking about the working staff, it should be noted that the store is serviced by several people - the sales floor manager and three cashiers. They work in accordance with the shift, replace each other, some are in charge of cash desks, while others advise visitors.

Portrait of the target audience

As for the theme of the target audience, it is characterized to a greater extent by residents of nearby houses. Most of the clients are female. They are most often involved in housekeeping, and their approximate age fluctuates around 26-45 years. Consumers are more loyal than the audience of a large supermarket.

What formats do Dixie, Pyaterochka use:

Application of advertising

Advertising is also in this case the engine of the trading process, so its use is highly recommended. Considering the most effective types of advertising in this case, special attention should be paid to:

outdoor advertising (bright signboard, promotional posters);
placement of announcements in elevators;
flyers and coupons in the mailbox.

There are curious people who will come to you on the first day of opening with their acquaintances, and then the information about the opening will spread throughout the area. To further stimulate customers, it is necessary to arrange sales and bonus programs by getting people interested in favorable terms.

Conclusion

In order for such a business to become successful, it is very important to determine a favorable location. Sleeping areas are the best. In general, the creation of such a business involves relatively small investment which will pay off in a very short time. It is important to correctly assess your capabilities and future development prospects.

At a time when people are saving and reducing the number of trips to large hypermarkets and hardware stores, there are new prospects for the development of drogerie stores. This type of retail appeared in Russia not so long ago. But experts predict a good pace of expansion of drogery chains in the regions: 20-30% growth in the number of outlets and turnovers in the coming years.

Drogerie is a European format of non-food convenience stores where, in addition to household chemicals, household goods, cosmetics and tights, you can buy over-the-counter drugs and dietary supplements. Drogerie in the West is a great replacement for classic pharmacies, as the format of the institution is friendlier, it is more pleasant to go to it for medicines for coughs or mild colds than to a pharmacy, which is associated with more serious diseases. In European countries, the number of drogerie is comparable to the number of classic grocery stores"at home". In Germany, the retail format "drogerie" has more than 9 thousand units. In the UK, Boots alone owns over 1,400 drogerie stores.

“The format for Russia is quite young. “Podruzhka” entered the market in 2005, “Magnit Cosmetic” in 2010. Each of the trade formats in Russia has its own target audience. The latest Nielsen consumer sentiment study found that 78% of Russian shoppers enjoy shopping and perceive shopping as a pleasant pastime. Interestingly, the Russian consumer is consciously willing to pay more for the benefits of drogery," says Firuza Kozhageldina, Head of Corporate Relations non-food market Nielsen Russia.

According to Euromonitor International, the volume Russian market drogerie in 2013 was estimated at 59.8 billion rubles, in 2014 - at 65.7 billion, the forecast for 2015 - 70 billion rubles. According to consumer society"Drogerie - Union", average check in stores 250-500 rubles, the average traffic per day is 250-450 people. "Drogerie has a wider selection than a standard convenience store. I think if neighborhood groceries and drogeries are relatively close and serve the same area, then there will most likely be a split in stock and grocery stores will either drop household items altogether and expand the product line, or reduce to a minimum the representation of such goods on their shelves, - says Ksenia Grevtsova, Head of Retailers Development "MAGAZIN MAGAZINOV". -some group of goods to keep democratic prices at the lowest rate."

The main advantage of this format is a convenient location and a wide range of products. 90% of drogerie buyers are women. "The audience of drogerie in Russia is completely different. There are "hard discounters" like "Ruble Boom", which are focused on the lowest prices and the low-income category of citizens. There are "Spektr" stores, which, after reconstruction, can outshine any cosmetic operator in terms of fashion. If you take a certain the average trend, then drogerie is not a store for the poor, - says Dmitry Kalachev, director of Trade House Vprok. - In my opinion, "beauty" generates the bulk of the profits (cosmetics, skin care products, hair care products) and household goods(cleaning, kitchen, shoe care products) that sell well and have a good margin."

There are prerequisites for further growth of the drogerie format, and experts are seeing a growth in the segment. Regional players see no other way than extensive growth. They are pursuing a very balanced financial policy, as a rule, have a low debt burden, and this is holding back expansion. “Regional chains, firstly, cannot afford to have a large share of unprofitable stores (as a rule, new stores bring losses in the first year), and secondly, they have already experienced several crises and remember well how banks can suddenly close lending and throw the company in trouble financial position. At the same time, there are still entire regions where there are no significant network players, so there will be growth, and most likely it will be measured by a double-digit figure (20-30%) both in terms of the number of outlets and turnover," Dmitry Kalachev believes.

According to Vladimir Kukushkin, CEO network of perfumery and cosmetics stores "BEAUTY MARKET", the capacity of the drogerie market in Russia is 12-15 thousand stores. By the way, the format is constantly transforming, and now many chains are moving into beauty - cosmetics, tights, goods that are difficult to sell in grocery retail, reduce the share of household chemicals, which just flows into hypermarkets. Drogerie began to select customers from the classic "perfumery-cosmetics" format, selling cosmetics and perfumes in the high price segment with a markup of 40-60%, which is significantly lower than that of large cosmetic retailers.

Photo: WG / Anton Petepletchikov / Inna Zubareva

The main factor that distinguishes Russian drogeries from European ones is pharmaceutical products. Nevertheless, there are already attempts to sell dietary supplements and parapharmaceuticals in our drogeries. "We're not talking about medicines which are sold exclusively in pharmacies. In terms of assortment, the bets are made on herbal teas, tonics, as well as cosmetics for body and face care, which are traditionally in demand in retail. In our opinion, this is a new and rather promising format for the domestic market. And in terms of pharmaceutical products, he has every chance to compete for the consumer with pharmacies, especially in remote regions where the availability of pharmacies is low. After all, it is much easier to open drogeries than pharmacies - you don’t need to obtain licenses for this, there are no strict requirements for premises, etc., ”says Natalia Prokopyeva, chairman of the board of directors of Evalar (signed a direct contract with the Magnit network) .

According to Roman Ivanov, CEO of R&D Pharma, sooner or later the legislation will change in Russia and classic drogeries will become possible: “First of all, it will be necessary to change the mentality and capabilities of the target audience of such stores. As you know, these are middle-level housewives. Now in our country this category of society cares about how to feed their households. Currently, there is a steady decline in sales of parapharmaceuticals and cosmeceuticals in pharmacies. This is due to the crisis of macro- and microeconomics. I do not believe that against this background, drogeries will gain popularity in Russia. "

So far, the drogheri themselves adhere to this point of view. “I believe that in Russia it’s more likely not about legislative obstacles, but about the habit of buying and trust in the format. I know that one of the Moscow chains tried to implement pharmacy departments on its premises, but sales did not go. I still don’t see the prerequisites for such a scenario," sums up Vladimir Kukushkin.

The drogerie format (German drogerie, English drug store) can safely be considered the latest even for foreign retail.

To be more precise, its appearance refers to the 70s of the last century. Although it did not take root in all countries, for a short time large international chains in the US and Europe with billions of dollars of turnover have grown from small shops.

Blurred Format

In Russia, this niche should be defined as empty or (with a big stretch) as semi-empty. A few operators of their own and franchise outlets practically do not compete with each other, but are trying to accustom themselves and partners to the new format. Specialized foreign players are not yet striving for Russia, preferring expansion to Eastern Europe.

Figures for comparison: in Germany, the number of such stores is approaching 10,000. The leaders here (including franchising) are DM (Drogerie Markt), Rossman, Shlecker, Drospa. In Moscow, there are 5-6 chains with two to three hundred stores. Meanwhile, according to the estimates of the industry magazine Household and Professional Chemistry, the capital's market could accommodate about 2 thousand stores, and the federal potential is 15-20 thousand stores with a turnover of $40-100 thousand per month each. All this means that the Russian segment has years of active growth ahead.

I am talking about such a rare format in our open spaces with regional director for the provision of consulting services in the field of retail real estate for Colliers International in Central and Eastern Europe by Ian Elliot. In his opinion, there are essentially no drogeries or drug stores in Russia, in the form in which they are common in the USA, Germany or Israel (format leaders). They are also called pharmacy supermarkets with a mixed assortment of medicines, perfumes, hygiene products. Abroad, the stake is not on a high margin, but on turnover. Drogerie are small - 200-300 square meters. meters, but some especially large ones reach 800-1000 sq. meters and even act as anchor tenants.

According to the interlocutor, almost complete absence format in Russia is apparently explained by the complicated procedures for licensing the circulation of medicines. The Russian market has not even developed a clear definition of drogerie, and what is in practice can only be considered a kind of semblance.

The borders of the drogerie really look blurry. But there are also undoubted signs: a focus on mass non-food products, low prices, and rapid turnover. In English, they have a special abbreviation FMCG (Fast Moving Consumer Goods) - everyday goods that are relatively cheap and sell quickly. In Russia, they are also called fastmovers in professional slang. According to Schlecker (Anton Schlecker, the German owner of the international drogerie chain), 80% of regular customers shop at his stores at least once a week. The basis of the drogerie product display is the "bath" assortment for bathrooms, to one degree or another supplemented by parapharmaceuticals and medicines, cosmetics and perfumes, costume jewelry, household chemicals, goods for children, pet food, healthy food, vending with snacks and drinks. The eclectic format also has room for food products- tea, coffee, biscuits, juices, chewing gum, diet food - goods of impulse demand. The most advanced "found" and goods of seasonal demand. But the season is not only the time of the year, but also this or that holiday, for example New Year and Christmas, as well as the summer season.

At the same time, operators that comply with the laws of the genre tend to develop their own private labels, although their share in such a wide range in Russia is not high. In Germany, it can reach up to half of the range and is often positioned as the most "budget" option. However, at Dm or Rossman, chain-branded products can sell for even more than independent brands. Among the Russian "format" and "semi-format" players, only "Ol! Good" has a pool of its own brands, more precisely, its owner is the holding "TD" MAK-DAK ".

Generally speaking, drogerie is a format that fluctuates from region to region, country to country. In our usual lexicon, we can talk about a kind of shopping outlets within walking distance, although sometimes they can also be found in shopping centers.

The semi-empty niche is being explored chaotically so far. According to Sergey Filchenkov, an analyst at Finam Investment Company, the format as such is not perceived in Russia. Investments in the creation of networks are small, since the owners do not understand how to develop them. In the mass consumer consciousness, the word "drogerie" is completely absent. Some experts do not include retail chains such as Moscow's Citymarket (25 stores) and Khozyayushka in the drogerie category due to a too heterogeneous assortment, although the companies themselves position themselves this way. Sergei Filchenkov refers to drogerie and convenience stores selling household chemicals and cosmetics. These are the Ol! Good chains (a veteran of the franchising direction in drogerie or its Russian similarity - the first franchise store opened back in 2005), Yuzhny Dvor and Ruble Boom, Moscow Podruzhka, Perfume Paradise, Krasotka ", "Range". This list should include Rainbow Smile from St. Petersburg, which focuses on franchising the development of regions, especially, as explained by the director of this network, Alexei Baulin, starting from the II quarter of 2011. According to him, the companies "are interested in the Volga region, the Urals, and in general the whole of Russia." Drogerie is very attractive for small towns where there is nowhere for supermarkets to turn around.

Be that as it may, most of those who position their Russian business as the drogers note that the success of Western operators, primarily the German Schlecker, Rossman and Drospa, the Austrian Dm, and the English Boots, prompted them to create networks of this format.

The boom among drug stores in Eastern European neighbors, for example, in neighboring Poland, is also attractive. The national franchisor networks Koliber, Brawo, Aster and the undisputed leader, the German network Rossmann, are experiencing a boom there. The top 10 drogerie chains account for 24% of this market. Many of them are large franchisors for Poland (more than a hundred outlets).

In Eastern Europe, the format under consideration, as a rule, implies the presence of a full-fledged assortment of a pharmacy and a fairly wide range of food products. In our country, medications are strongly associated with the disease and slightly “scare away” from other products.

Russian delights and sorrows

Consulting firms usually characterize the drogerie format as very promising and attractive. Arguments: low costs for equipment and operation outlet(total investment for opening one store in Smile Raduga is 2 million rubles), high profitability per square meter, simple logistics, since the goods do not require special storage and transportation conditions, lack of competition.

All this is true, but only in part. Opening a drogerie is really inexpensive, you can save on design and staffing. But fast turnover with large volumes, and these are classics of the genre, requires modern logistics. Most European players, even small ones, are acquiring distribution centers - in Russia this is not cheap, not very fast in terms of time, but it pays off for a long time. There are precedents when Russian operators, in the absence of competition, took a high pace and faced problems with delivery and warehousing in the regions.

In a rarefied competitive environment, "opponents" can be counted on the fingers, which makes some of them comparable in terms of growth rates to the leading European networks: one and a half hundred new outlets annually with the absorption of local operators. But! Drogerie's competitors in Russia include all formats with (somewhat) matching assortments. And these are hypermarkets, and pharmacies, and perfumery and cosmetic chains, to which the buyer has been accustomed for many years.

For a combination of reasons, Russian drogeries are youngsters, not really formed and in some places simply ugly. But at the level of large cities, Russia is ready for drogerie. This confirms the experience of the foreign pioneer of the Russian drogerie market, the giant Asian operator A.S. Watson, which bought at the end of 2005 the modest St. Petersburg network Spektr (24 stores) and quickly doubled it. This, by the way, is the most likely model of foreign advent: the initial purchase of small chains and their multiplication through a real range of drogeries, strategic marketing with system dumping and other delights that giants can easily afford. But there is no evil without good. Their arrival would have created a franchise wave in the new segment. All that foreigners are waiting for is for the market to at least slightly settle down. So far, they are letting the Russians themselves work in this direction.

Drogheri (drogerie, German) - in Europe - a pharmacy store, a convenience store that sells non-food consumer goods, that is, cosmetics, perfumes, hygiene products, related products and of course pharmaceuticals. In Russia, the legislation does not allow this, therefore, we do not have a pharmaceutical component. In Russia, only in recent years, some of the network pharmacies have been trying to work in the drogerie format. At the same time, their range of non-pharmacy products is very limited.

Drogerie in Europe. The formation of the drogerie format took place in the 70s of the XX century. Today, according to research company Nielsen, in European countries, the drogerie format accounts for about 20% retail market. The number of drogerie in European countries is comparable to the number of classic grocery "convenience stores". There are more than 9,000 drogerie retailers in Germany. Boots owns over 1,400 drogerie stores in the UK.

Drogery format. The interior of a drogerie is usually ascetic: a functional interior and a "cheap" exterior, the simplest shelves and price tags, simple display. Due to the verified assortment of everyday demand, drogeries have high turnover rates per unit retail space. In addition, almost the entire range of Drogerie does not require special storage conditions, there is no range of perishable products, which means trading floor and in the utility rooms there are no refrigerated display cases and freezers.

Drogery location. As in general for retail, traffic is important for drogerie, which means that you need to choose the location of the point (the location of the outlet) correctly. A prerequisite is close proximity to the place of residence, or to the place of work of buyers. The main criterion for choosing a drogerie location is not the proximity of the metro, but convenience, walking distance. The footage of the drogerie retail area is 120-150 meters, which is a universal standard for the convenience store retail format.

Target Audience. For Drogerie, as well as for "corner shops", up to 90% of turnover comes from regular customers living within a radius of up to two blocks from the drogerie store. Up to 95% of drogerie shoppers are women. The core of the target audience of drogerie is women from 25 to 50 years old who run a household, work and serve their family. The drogerie customer is not a businesswoman, although they enjoy using these stores. This is an ordinary woman, with ordinary affairs and worries. Women not only in Russia but also in the world are the most active part of consumers. They are more mobile, more attentive to everything new; they are interested in new offers; they are more sensitive to marketing.

Marketing in drogerie. When planning instor promotion, it is necessary to take into account the features of the Drogery format:

average area - 120-150 sq.m;
low traffic (average 300 people per day);
Drogerie shoppers are significantly more loyal than those in large supermarkets.

Drogerie gives advertisers a unique opportunity to ensure consumer loyalty to their products. Media selection marketing information determined by the need effective use retail space, as well as the implementation of the task of stimulating the loyalty of the target audience. The specifics of placement

What is "drogerie"

German drogerie - drug store."Drogerie" is the designation "shops close to home" , This net self-service stores selling household chemicals, hygiene products and cosmetics, health products, accessories, jewelry, toys, underwear, etc. on a discount basis, where you can buy non-food household goods . Household chemicals, perfumes, cosmetics, household goods - all this is much more convenient to buy in stores of the "Drogerie" format, after all, you won’t go to the supermarket for clothespins or washing powder?
Drogheri It has European origin, since the 70s - its roots should be sought in the history of small family shops, which gradually merged, eventually forming large retail chains.
Some European drogeries include up to 15 thousand stores . For example, in the German market over 9000 .
In Russia, the development of the format is just beginning with 2007-2010 .
Benefits for buyers:
- Comfortable(the store is close to your house).
- Fast(it will take only a few minutes to buy the product you need).
- Wide selection of items you need(the range of drogerie format stores reaches several thousand positions).
- Affordable prices(lower than in supermarkets).

Drogerie = Drogerie is a small shop 100-250 m2, which sells: perfumery and cosmetics, hygiene, household goods, household chemicals, a limited range of food products, and in some countries, drogeries also sell over-the-counter drugs.
The number of such stores in European countries is comparable to the number of classic "grocery" discounters in the country.
This network format quite naturally arose as the niche of mass food stores (discounters and supermarkets) was filled. It happened in Europe 70s of the last century (not so long ago!).
The format of the store is remarkable in the first place because expenses for the organization and operation of the outlet very low .
Drogerie have high turnover rates per 1m2 of sales area 6-8 000 $ / m2 / year the best, 1500-2000 $ weak.
Rent 22%, 55% staff costs from total costs. Store opening costs RUB 1,370,000 , inventory 2,000,000 rubles Payback 14-18 months.

80% of the turnover is provided by regular customers living within a radius 1-2 blocks from the store.
The network must be dense enough and shops are small.
5 minutes walk - this is the maximum effort that can be required from a local resident who comes for his daily traditional purchase.
Considering that the market capacity is finite, and the range of networks is almost identical (with the exception of differences in own brands), it turns out that who first occupied a good premises, he got customers .
For example, companies boots currently owned over 1450 stores In Great Britain. The peculiarity of the network is that it also sells prescription drugs. They managed to find their way to the heart of the British. This is one of the few lovemarks(for the British) and they are trusted.
A.S.Watsons with over 10,000 stores in Asia is the world leader in this market. The Ukrainian network "DC", the Russian "Cascade" are included in this concern.
Leader in Germany Schlecker (in store 4000 sku, assortment core 75% ) followed by Rossman (9000 sku in store core range 8000 sku ), hereinafter Muller.

The history of the Müller chain of stores (Erwin Müller) - the Swabian counterpart american dream March 15th 1953 year started as men's barbershop in Nersingen, Bavaria near Ulm, today is one of the leading drogerie chains with stores in Germany, Austria, Switzerland, Hungary, Croatia, Slovenia and Spain.

About 600 stores throughout Europe, 24,000 people. Annual growth + 50 shops. Since 1967, Müller's branches have also been open on Mondays, thanks to which he went down in history as the "rebel from Ulm." Expulsion from the barbers' guild was obviously the least of Erwin Muller's interests.

In 1968, he opened a hairdressing salon, combined with the sale non-food items for domestic purposes, he laid the foundation for the Müller brand store chain.

The range, which includes, among other things, CDs, toys and stationery, differs significantly from that of competitors. Slogan "You can compare our prices" .

Drogerie in Russia

In December 2011, Magnit opened 200th shop.
The basis of the range - home care products - 46% , as the most capacious and most demanded category by the Russian buyer.
It is also the most promising: manufacturers are actively expanding their product lines, and the Russian consumer loves to try everything new.
Household chemicals take 14% .
Decorative cosmetics, perfumes, bijouterie - 18% .
Accessories - 5% .
Related products - 17% (women's and men's underwear, haberdashery, from sunglasses to batteries and food containers, manicure tools, curlers, hair clips, soft toys, food products that do not require packaging and special storage, drinks, etc.).
The drogerie trading floor is taking shape like a supermarket . High racks are placed along the edges, in the center - islands high 1.2-1.5 m. The most common are longitudinal and transverse arrangements of equipment. Passages - standard, from 1.2 to 2.2 m. The closer to the exit, the less demanded goods are exhibited, the calculation is for an impulse purchase.

Bijouterie, ornaments.

Goods of seasonal and promotional assortment.