BUSINESS BUSINESS COMPANIES ECONOMY

One year after repositioning, the LaDoiPasi network has reached over 800 stores

The LaDoiPasi soft franchise network, developed by the retailer METRO Cash & Carry, has reached over 820 stores and aims to have 1100 stores by the end of 2019.

Currently, the network is spread all over the country, with 40% of LaDoiPasi stores located in the south of the country, 30% in the north, and 30% in the west. The retailer pursues expansion in communities across the country, both in urban and rural areas.

To support the accelerated growth of the network, METRO initiated more than a year ago a comprehensive program that integrates marketing campaigns, stores remodeling, sales trainings, and business management tools.

The program continues in 2019 with a new marketing campaign, in which the retailer brings to the forefront the role of store entrepreneurs in developing the network and their community. The campaign named “Suntem de-ai locului” it’s based on the relationship between stores owners and customers in the community in which they operate. Trust and familiarity are the attributes that customers appreciate the most, being the main strength of the franchise.

“In the relationship with METRO, the entrepreneurs add value to the franchise, but also to the community they live in. We want to build lasting and trustworthy partnerships with them, that’s why we come to support them with a business model tailored to the needs of our customers and in exchange we require responsibility and seriousness. We are constantly working on the development of the network and of the purchasing experience, and in the next period we aim to attract new customers and to keep current customers loyal”, stated Geanina Ghiculescu, Head of Retail Marketing, METRO Cash & Carry Romania.

LaDoiPasi proposes an independent and sustainable business model that reflects both customer expectations and the needs of entrepreneurs, the common denominator being the local community. The network relies on the ever-changing needs of the customers, who are increasingly looking for proximity stores with extensive services where they feel comfortable.

By affiliating with LaDoiPasi franchise, store owners have access to consultancy on all areas of the business (branding, diversified product range, competitive pricing, know-how transfer, modern equipment and integrated marketing communication). All these elements bring multiple benefits including to the end customer who enjoys a pleasant buying experience. In addition, the owner can implement his own ideas, from products to services or support provided to people in the community, in line with franchise standards.

According to the Nielsen study, in Romania, traditional trade accounts for 38% of the retail market, up 9.9% compared to 2017. Generally, after the opening of a store under the LaDoiPasi brand, sales are up with 30%. To become METRO partners in the LaDoiPasi franchise, the entrepreneurs need to meet a series of conditions that address both the business development potential, the long-term commitment and passion for retail.

LaDoiPasi is a chain of proximity stores set up in 2012 by METRO Cash & Carry Romania, leader in the franchise proximity stores, with a current total of 820 stores nationwide.

 

 

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