Magnolia (The magnolia selects GESTORI)

The FIT company started the new large-scale project on automation of the Moscow network of minimarkets Magnolia. The first two shops, opened in October, laid the foundation for transition of network to management of merchandising using the GESTORI Pro system. Besides, in all shops the new cash POS-FIT-FR system (front-office system) will be implemented. And DiAna decision making support system : Digital Analytics Pro will help to lower costs and to increase profitability of the trading company on the basis of data analysis about sales and optimization of trade inventories.

The Magnoliya network is dynamically developing trade group already today taking the noticeable place among retail operators. The foundation of network was laid in 1993. Now it integrates more than 50 shops and several trade pavilions. At the moment in Magnoliya more than 1500 people work. The main format of network – a minimarket, self-service shop. The closest format of shop on the western classification – convenient store. A form of the organization of trade – combined (self-service and counters). The total area of a minimarket – from 150 to 500 sq.m, the floor space – from 110 to 200 sq.m. And on this square 3-4 points of sale, as in supermarket are located. On average each shop visits 1500 people a day.

Three features are the cornerstone of positioning of Magnolia: an opportunity to purchase all necessary products in one place near the house or work, fast and high-quality service, a cozy home atmosphere.

Dmitry Mitrokhin, the CEO of the "T and To Products" company managing network "Magnoliya": "We do not aim to take away joy of weekly shopping when long go with the cart on supermarket from buyers and fill it with various products. We have other purpose – to give to people the chance quickly to make small purchases. Therefore the range of our shops is made by no more than 4-5 thousand the most demanded, recognizable and quality goods".

The company refers consecutive and accurate positioning of the company on the basis of a business model to the strengths SGS (small grocery store), an optimal combination of acceptable price policy and level of service, existence of private label and self-produced semi-finished products, good territorial location of objects, high loyalty of wide audience (indicators of number of checks and their length), round-the-clock operation of shops, the recognizable corporate style, stable and long presence in the market and openness of the company.

Until the end of the current year the retail network "Magnoliya" is going to grow to 60 shopping facilities thanks to investments in the amount of $9 million. At the same time the goods turnover of network, according to preliminary data, should increase from $57 million in 2005 up to $110 million in 2006.

• "Magnolia" selects GESTORI Pro